Your buyers do not follow your nurture campaigns, and they don’t need to be educated. B2B buyers are swamped with information but insist on coming to their own conclusions. In this session, we’ll explore the latest research on how buyers navigate the path to purchase and what revenue teams must to do adapt.Key Takeaways: 

•  Understand the real shape of today’s B2B buying journey, including when and how buyers choose. 
• Learn how to align marketing and sales efforts to support buyers where they are, rather than forcing them into an outdated models. 
•  What ABM Really Looks Like – See why a true buyer-first strategy naturally resembles ABM, but with a broader, more practical execution that scales beyond high-touch enterprise deals.