Your sales team just got an inbound enquiry.

The prospect already knows your pricing. They’ve compared you to two competitors. And they’ve basically decided whether you’re the right fit.

All before anyone at your company knew they existed.

This is the 82% problem.

Gartner research tells us that B2B buyers are 82% through their purchasing decision before they ever contact a vendor. Sit with that for a moment. By the time that LinkedIn message pings or the email drops into your inbox, the game’s basically over.

You’re not really selling anymore. You’re just confirming what they’ve already worked out.

The Invisible Research Phase

Here’s what’s actually happening during that 82%.

Your prospects are Googling your company at half past eleven at night. They’re reading your competitors’ case studies over their lunch break. They’re checking LinkedIn to see who works at your company and what they’re saying. They’re asking their network for opinions in private Slack channels and WhatsApp groups.

And your sales team? Completely invisible during this entire process. They are not in the room.

This is the research phase. And it’s where deals are won or lost.

The trouble is most B2B companies act like this phase doesn’t exist. They focus all their energy on the final 18%. The demo. The proposal. The back and forth.

But that 18% isn’t where decisions happen anymore. It’s just where decisions get rubber stamped.

Why LinkedIn Matters More Than You Think

LinkedIn has become the go-to research tool for B2B buyers.

Think about it from their perspective. They’re trying to figure out if your company actually understands their problems. They want to know if your team is competent. They’re looking for proof that you’re not just another vendor making empty promises.

Where do they look? LinkedIn.

They check your company page. They look at your employees’ profiles. And most importantly, they read what your team is posting.

This content becomes your first impression. Your credibility check. Your proof you know what you’re talking about.

If your team’s profiles are empty or gathering dust? That’s a signal.

If nobody from your company is sharing insights about the industry? That’s a signal too.

If your competitors are publishing thoughtful content and you’re not? Game over before it even started.

What Smart SaaS Teams Are Doing Differently

The best SaaS sales teams don’t wait for permission to sell. They’ve mastered the 82%.

They’re not sitting around waiting for prospects to reach out. They’re building visibility and credibility during the research phase. They’re using LinkedIn content strategically to influence buying decisions before the first call ever happens.

Here’s what this looks like in practice.

Sales Directors post about the real challenges their clients face. Not generic “top tips” nonsense. Actual insights from closed deals and customer conversations. The kind of content that makes prospects think “Right, this person actually gets it.”

Technical leads share how they’ve solved specific implementation problems. They’re building trust with the technical buyers who’ll be doing due diligence later in the process.

Account managers highlight client success stories and ongoing results. Social proof that doesn’t feel like you’re being sold to.

The key is authenticity. This isn’t marketing waffle. It’s real expertise, shared in a way that helps prospects teach themselves during their research phase.

The Compound Effect

Here’s where it gets interesting.

When your team consistently shares valuable content on LinkedIn, something happens. You start appearing in prospect research again and again. Your insights get shared internally at target companies. Your name becomes familiar before you’ve ever met.

By the time a prospect reaches out, they already feel like they know your team. They trust your expertise. They’ve basically pre-qualified themselves.

That first call becomes a conversation between peers, not a cold pitch to someone who’s sceptical from the start.

Your close rates improve because you’re only talking to prospects who already believe you can help them. Your sales cycle gets shorter because you’ve already built credibility during the research phase.

Stop Ignoring the 82%

Most B2B companies are leaving money on the table.

They’re investing everything in the final 18% of the buyer journey. Better demos. Smoother proposals. Faster follow up.

But they’re completely ignoring the 82% that actually matters. The invisible research phase where prospects decide who makes the shortlist.

If your sales team isn’t visible on LinkedIn during this phase, you’re simply not in the consideration set. Doesn’t matter how good your product is or how polished your demo is.

The game was over before you knew it had started.

Smart SaaS teams are playing a different game entirely. They’re using strategic LinkedIn content to influence decisions during the research phase. Building credibility and trust before the first conversation even happens.

Because by the time that LinkedIn message arrives, they want the answer to already be yes.

The question is: Is your team’s expertise actively influencing that 82%? If the answer is no, you’re only competing for the 18%. And that’s a battle you’ve already lost.