GTM for B2B tech in 2027: from buying signals to sales-ready accounts
Acquiring new customers for a B2B tech business has become more complex and more expensive. Acquisition costs keep rising, markets are more crowded, and the typical buying journey now runs to 88 touchpoints across 10 stakeholders, up from 76 and 6.8 a year earlier.
60% of the buying journey happens before anyone contacts you. By the time sales hears about a deal, the shortlist is often already set.
In this context, companies that can identify relevant buying signals early and act on them in real time, while the decision is still open, have the advantage.
In this session, we'll discuss the GTM experiments we ran with B2B tech clients last quarter, and walk through what a GTM motion for B2B tech looks like when it's built around that: one system, from defining the market you can win to knowing which accounts are in-market right now, so sales gets a ranked list instead of a pile of MQLs.
What we'll cover
What the B2B buying journey looks like in 2026: where shortlists form, which touchpoints carry weight, and what that means for your channel mix
The GTM system we use with B2B tech clients: market definition → positioning → channels → buying signals → sales-ready accounts
How to decide which signals matter for your business, and how to separate real buying intent from noise
Last quarter's experiments from our client work: buying signals, automated ad personalization on Meta for mid- and bottom-funnel, conversion landing pages, and AMA webinars. What moved pipeline, what didn't, and the numbers behind both
A first look at noombat, the signal intelligence platform we built to identify the companies behind anonymous traffic, score them on live buying signals, and hand sales a ranked shortlist
An open Ask Me Anything: bring your challenges and let's compare notes
You'll leave with
A clear view of how buyers now shortlist and evaluate vendors, and what to change first
A framework to choose and score the buying signals relevant to your market
A way to prioritize accounts instead of treating every lead the same
The mistakes we see most often in scaling B2B tech companies
This is for you if
You're a Founder, CEO, Head of Marketing, Sales, or Growth at a B2B tech company planning for 2027
You're running paid, organic, and outbound, but nobody can tell you which one produced last quarter's pipeline
You don't know whether you show up where buyers now build their shortlist
About STOICA
STOICA is BBN's Bucharest office, a global B2B marketing agency network. We work with scaling B2B tech companies during growth and change, from positioning and brand strategy to go-to-market campaigns. We also built noombat, our buying-signal platform. Clients include Druid, Backbone and SpotSee.