Purchases are complicated and long - or at least that is what we tell ourselves when the market is down and sales are slow. But what if marketing leaders are hampered by the same set of flawed ideas about buyer behaviour? In its latest research, Inbox Insight asked over 800 B2B tech decision makers 43 questions about how, and why, they buy, and identified four major misconceptions about buyer behaviour leaders need to avoid. Ross Howard, Inbox Insight's director of product marketing, will debunk these misconceptions, and make the case that the way to win is to engage buyers based on their behaviour to accelerate pipelines and generate demand. In a world in constant flux, leaders need an ever-evolving grasp on who is involved in a purchase and the power dynamics that really drive accounts to select and purchase from a vendor.


Join to learn how marketing leaders can reshape their approach around the buyer journey, with this new understanding of buyer behaviour in mind.

This session will cover:

• 4 major misconceptions about buying budgets and behaviours
•  The role of marketing leadership in constantly revising and updating our understanding of buyer behaviour
•  Converting leads into revenue (in a buyer first way)
•  Rethinking building brand trust through education