When businesses buy, risk - and the subjective human evaluation of risk - complicates the marketer's buying funnel model. Findings from a new comprehensive study on B2B buying by Enquiro show a difference in vantage points between buyers and their drive to eliminate risk, and vendors who assume a rational buying process. The research identifies a common "risk gap" that will depend on a number of factors, including a vendor's physical presence in the market, the number of people involved in the buying organization, and a product's recognized differentiation.

In the 18-page paper, author Gord Hotchkiss examines differing buyer roles, the identified risk control mechanisms, and the relative effect of a vendor's credibility and positioning. The paper also presents a mapping process for marketers to gain the necessary external perspective on their products.