In construction and manufacturing, B2B buying decisions are rarely made by one person. This article breaks down the five most influential types of B2B decision-makers – from initiators and specifiers to merchants and installers – and explains what each group values most. Based on research from Gartner and real-world experience, it explores how risk aversion, role-specific priorities, and buyer psychology shape decisions in complex sales cycles. Understanding these dynamics is essential for building trust, winning specification, and improving your brand’s relevance throughout the customer journey.

B2B decision-makers in construction face a complex and competitive landscape. Even if your product ticks every technical box, it can still lose out to a less capable competitor.

That is often because the decision was not made by one person. It was shaped by multiple roles.

According to Gartner, 6.8 people are involved in the average B2B buying decision. In construction, that number can feel even higher. Developers, architects, engineers, contractors, merchants, and installers all play a part in the final outcome.

Selling in the B2B world is challenging, especially in construction, where many businesses offer similar products and services. To stand out, you need more than a strong offer. You need a clear understanding of the people behind the purchase. These are the key decision-makers who influence every stage of the journey in B2B construction marketing.

Welcome to Part 1 of our four-part series on what B2B customers really value. In this article, we explore the five distinct types of B2B decision-makers in construction and how to engage each of them more effectively.

Contents

• Understanding B2B decision-makers in construction marketing

• 1. Initiators

• 2. Creators

• 3. Enablers

• 4. Deal makers

• 5. Adopters / Disruptors

• Why you must engage all decision-makers

• The psychology of B2B decision-making and risk aversion

• How to use this insight

• FAQs

Understanding B2B decision-makers in construction marketing

Marketing in any sector comes with its own set of challenges. However, B2B construction marketing adds another layer of complexity due to the number of stakeholders involved.

There are five key groups you must engage. These B2B decision-makers each have a role in determining which materials are used on a construction site. The descriptions that follow are written from the perspective of a product manufacturer and listed in order of influence.

There are five key groups of B2B decision-makers you must engage.

1. Initiators

Typically building owners, developers, or senior managers, this group may include national housebuilders, regional developers, housing associations, or asset and facilities managers. Their decisions are driven by the potential for faster construction timelines, lower operational costs, reduced risk, improved rental yield, and increased asset value.

They are often involved at the earliest stages and set the strategic objectives that influence every other stakeholder. If your value proposition does not reflect these long-term benefits, it may never reach the specification stage.

2. Creators

This group includes architects, structural engineers, civil engineers, and M&E consultants. They are responsible for deciding whether a product meets the technical, aesthetic, and compliance standards of the build. Getting specified at this stage is critical because it creates momentum and alignment across the rest of the supply chain.

For example, an architect may favour sustainable materials that support planning approval, while an engineer may prioritise durability and regulation. Strong technical documentation and early engagement are key to winning over this group of B2B decision-makers.

3. Enablers

Enablers are the contractors responsible for project delivery. This includes design and build firms, main contractors, civil engineering contractors, and M&E contractors who manage on-site execution. They bridge the gap between design ambition and buildability. Their focus is often on reliability, logistics, and availability.

If a product causes delays, supply issues, or installation problems, it may be swapped out, even after it has been specified. Messaging to this group should emphasise support, simplicity, and service.

4. Deal makers

Deal makers are typically builders’ merchants, independent distributors, and national supply chains that handle day-to-day availability. They need a compelling reason to stock your product. B2B decision-makers in this group care about continuity of supply, competitive pricing, strong branding, and healthy profit margins.

For example, merchants may hesitate to stock an unfamiliar product unless there is visible demand, effective marketing support, and post-sale reliability. Building trust with this group requires more than promises. You need to show that your product moves consistently and is supported through the full sales cycle.

5. Adopters / disruptors

This final group includes installers and subcontractors who physically handle your product. These may be HVAC and electrical contractors, roofers, plumbers, drainage specialists, façade contractors, fenestration and flooring teams, masonry workers, or decorating trades. They prefer products that are easy to install, safe to handle, reliable in performance, and readily available.

While they might follow the spec, they may also suggest alternative materials based on convenience, cost, or familiarity. If they enjoy working with your product, they can become strong advocates. If not, they may be the first to push for a change.

Each of these B2B decision-makers brings a unique perspective to the buying process.

Why you must engage all decision-makers

Long-term success in construction marketing depends on meeting the needs of every one of these decision-makers. Your value proposition in B2B must be adapted to each group because they care about different aspects of the decision. Their tolerance for risk also varies, influencing how quickly they adopt innovations.

For example:

• Initiators focus on long-term value and return on investment

• Creators prioritise performance and compliance

• Deal makers assess availability, margin, and brand strength

• Installers want ease of use, speed, and safety

One of the most demanding and rewarding aspects of B2B construction marketing is navigating this complexity. Understanding what each group values allows you to shape your messaging in a way that builds trust and wins buy-in from every stakeholder in the chain.

Failing to engage even one of these groups can cause a breakdown in the buying journey. For example, getting specified by an architect means little if the contractor sees your product as difficult to install or source. Likewise, a developer might be sold on the value, but if stockists are unconvinced or if installers push back, momentum is lost.

To gain traction in construction, your brand needs to become a safe choice for everyone involved. This means anticipating each role’s priorities, removing friction, and delivering a consistent brand experience from pitch to purchase.

The psychology of B2B decision-making and risk aversion

Understanding the psychology behind B2B decisions is just as important as mapping the decision-making structure. One of the most influential forces in this process is risk aversion. Buyers tend to favour choices that feel safe, familiar, and easy to justify.

In a brilliant talk hosted by FINITE B2B Marketing, Rory Sutherland explores how B2B buyers are often driven not purely by logic, but by defensibility.

This mindset shapes how specifiers, contractors, and merchants make decisions. Buyers frequently lean towards products that align with industry norms, come from well-known brands, or have been specified before. These options feel safer and are easier to defend internally.

Each type of B2B decision-maker evaluates risk in different ways. Initiators may be concerned with long-term financial exposure. Installers are more likely to focus on product safety, ease of use, or potential liability. Recognising these differences allows you to tailor your messaging to address specific concerns and reduce friction at each stage.

This is where trust becomes essential. A consistent, familiar brand often feels like the safer option. If your value proposition does not directly respond to these perceived risks, even a technically superior product can be overlooked in favour of a more recognisable name.

How to use this insight

Knowing who the decision-makers are is only valuable if you use that insight to inform your strategy.

Start by mapping out how your product or service aligns with each group’s specific needs. Then, audit your sales content, case studies, and marketing touchpoints to ensure they address the concerns of each type. This could range from technical performance for architects to on-site ease for installers.

Tailored messaging not only improves relevance, it also builds trust. When each group feels understood, your brand becomes easier to recall and more likely to be specified.

And in B2B, recall is everything. According to LinkedIn’s B2B Institute, 81 percent of purchases go to the first brand considered.

That is why familiarity, trust, and early engagement across the chain are so important.

Want to see how this works in practice? Explore our case studies to see how tailored strategies drive real-world results.

Want to see how this works in practice? Explore our case studies to see how tailored strategies drive real-world results.

What comes next?

Understanding who the B2B decision-makers are is just the first step. To connect with them, you need to understand what they truly value. Bain & Company studied this in depth and identified 40 value elements that influence B2B purchasing decisions.

Bain & Company’s research into what drives B2B customer value has been a key influence on how we understand buyer priorities. Read more about their B2B Elements of Value.

In the next part of this series, we will explore exactly what B2B buyers care about most. These include both tangible and intangible value drivers that influence decisions at every stage. Aligning your messaging with these priorities gives every stakeholder a reason to choose your brand.

Read Part 2: The 40 Elements B2B Buyers Value Most