B2B buying is in crisis – buying groups are expanding in size and taking longer to make decisions, and yet individuals within them increasingly operate ‘under-the-radar’, making judgements and researching options long before they engage openly and can be actively influenced. Staggeringly it is estimated that 84 per cent of decisions are made before vendors are engaged, and that figure can increase when sellers use heavy handed or disproportionate means to ‘crash’ this conversation before buyers are ready.

This creates a massive challenge for both marketing and sales, and one that’s becoming more acute with each passing year. So what can be done? In this session, we’ll explore the new paradigm of buyer engagement, and how brands can unmask the undercover buyer in order to engage more effectively, assisting them in their journey and dramatically increasing
chances of success. You’ll learn:

• The three Universal Truths of B2B buying that are reshaping marketing and sales strategies.
• Effective strategies to leverage your tech-stack to unmask the undercover buyer
• How to collaborate with stakeholders to harmonise relationships and amplify results