Mapping the B2B buying journey for large-format exterior LED displays
Highlighting how businesses buy niche display technology
Our client, a leading manufacturer of exterior LED displays needed a sharper understanding of the buying audience for this highly specialized B2B product, to strengthen their sales funnel for mid‑size displays aimed at SMBs.
Our role was to help them uncover how, when and why different organisations decide to invest in exterior LED tech: who influences the decision, what drives the purchase, and what they can do to better meet buying needs across industries.
The challenge: A diverse, hard-to-reach B2B audience
We had to recruit buyers from different types and sizes of organization across multiple industry verticals, including: education, quick-service restaurants. sports, culture & entertainment, and retail.
The buying landscape for exterior LED displays is anything but straightforward. Our client needed insight that cut across:
- Organisations of very different sizes
- Multiple industry verticals, including education, quick‑service restaurants, sports, culture & entertainment, and retail
- Stakeholders ranging from hands‑on operators to senior marketing and facilities decision‑makers
This audience can be difficult to access, and we also needed broad geographic coverage across the US. Capturing a representative mix was essential to building a reliable picture of how buying decisions are truly made.
Services used:
The solution: Reaching depth through credible, informed conversations
Online depth interviews proved the most effective and cost‑efficient way to engage this niche audience. We conducted a large number of interviews to ensure robust insight across all key segments.
Given the diversity of participants, our team quickly immersed itself in each industry context, enabling us to moderate conversations credibly and meaningfully. This allowed us to explore:
- What triggers organisations to consider exterior LED displays
- How decisions differ by industry, budget, and organisational structure
Our approach provided not just functional insight into the buying process, but a rounded understanding of motivations, barriers, and expectations.
The impact: Greater clarity on how to engage and convert buyers
We reached an exceptional breadth of participants — from one‑man‑band commercial architecture consultants to governors of local school boards, to the CMO of the New York Mets. This diversity gave our findings real weight with our client’s internal teams.
The work equipped our client with:
- A clearer understanding of how buying processes differ across industries
- Stronger knowledge of who shapes decisions, and what each stakeholder needs
- Practical guidance on how to refine messaging, targeting and sales enablement
- A more efficient, better‑informed sales funnel grounded in real customer behaviour
