Buyers have changed – and so has the buying cycle. That mean lead funnels are more complex than ever before, and more easily prone to slowdown or blockage, with budget holders finding numerous excuses to stall, procrastinate or even just abandon their plans. What’s more, the current economic climate is only acerbating this trend, reducing confidence in new investments, let alone to make bold business decisions.

So what does good funnel management look like in 2023? What can marketing teams do to maintain the flow of leads to sales, and re-energise buyers who may have lost confidence or motivation? Most important of all, what can marketing leaders do to maximise the ability of sales teams to convert and drive revenue? That’s what we’ll be discussing in this roundtable, featuring first hand insights from Barbara Massolin, Principal Account Based Marketing Manager AEC, North Europe from Autodesk, plus Propolis Ambassador and serial B2B CMO Georgie Gilmore and Helen Kensett, CRO at CogniClick. We’ll discuss:

• What are the most common causes of pipeline congestion, and how do you overcome them?
• What new behaviours are buyers exhibiting in 2023, and how can leaders align marketing and sales activities with these?
• How can you identify and prioritise the hottest or best leads and ensure sales teams are able to focus on these?
• What role can interactive content plan in accelerating pipeline, and how is this different to traditional formats?