In this episode of “Women in B2B Marketing,” creator and host Jane Serra welcomes Allyson Havener, our Senior Vice President of Marketing and Community, to discuss the findings of our 2024 B2B Buying Disconnect Report. Listen in to discover how to navigate the complexities of modern B2B marketing and connect with the new generation of buyers.
Topics include:
- Brand trust: Leveraging customer reviews, original content, and proprietary research is crucial for building brand trust and influencing buyer decisions.
- Buying committees: There’s a growth in buying committees in enterprises, while mid-market and SMB segments see shrinking buying groups.
- Transparency: Easy access to product information and balancing positive and negative feedback are essential for building trust.
- Changing industry perceptions: Efforts for sharing the 2024 B2B Buying Disconnect Report to help bridge the gap between buyers and sellers.