SPOTONVISION introduces extended B2B buyer journey framework: shift left and shift right

Amsterdam, 1 April 2026 — B2B marketing agency SPOTONVISION introduces an extension to the classic buyer journey model: the extended B2B buyer journey. The framework visualises how the B2B customer journey stretches in two directions simultaneously — to the left, before the formal buying process begins, and to the right, long after the deal is closed.

The framework was first presented at the European ABM Forum in March 2026 by Ingrid Archer, co-founder of SPOTONVISION.

Shift left: building trust before the shortlist 

Research by 6sense shows that B2B buyers complete an average of 61% of their decision process before contacting a vendor. The eventual winner is already on the initial shortlist in 95% of cases. This means brands must be visible and credible in the phase before the buying process begins — through thought leadership, reputation and peer advocacy. 

Shift right: deepening trust after the deal 

The journey does not stop at the signature. Onboarding, customer experience and ongoing value creation determine whether trust grows — and whether customers stay, buy more and recommend others. According to Forrester’s Global Total Experience Score Rankings 2025, companies that align their brand and customer experience achieve up to 3.5x more revenue growth than competitors who do not. 

Trust as a strategic priority 

The introduction of the framework aligns with a broader shift in trust patterns. The Edelman Trust Barometer 2026 shows that 70% of people globally are hesitant or unwilling to trust someone who differs from them — a development that is also evident in B2B purchasing processes. Buyers increasingly rely on peer recommendations, analyst coverage and existing customer reputation, and less on vendor communications. 

Dentsu’s Superpowers Index 2025 confirms that trust is the most important driver of B2B brand preference for the third consecutive year.

Ingrid Archer: “Most B2B marketers focus on the middle of the journey — the moment the buyer is already comparing options. But by then the shortlist has already been made. The strategic question is: how do you ensure you are on it before the process begins? And how do you ensure that customers continue to experience value after the deal, so they stay and recommend you?”

The full article on the extended B2B buyer journey is available at spotonvision.com.