In B2B, the real function of marketing isn’t to directly deliver more deals, it’s to increase the probability of sales closing more deals. Provocative? We don’t think so. As B2B marketers, our methodologies and toolsets have been developed to create the perfect conditions for healthier pipelines, not to manage the pipelines themselves. In nerdy analytics terms, we’re collaborating with others in the GTM in an end-to-end process that connects probabilistic and deterministic methodologies together. Given where buyers are today, we believe that by internalizing this understanding of what marketing does best, it will help empower us to deliver better marketing. But first and foremost, it’s only by understanding buyers better that we can best drive the B2B marketing changes necessary.     Beginning with a look at the very latest research, in this session, Kerry Cunningham (6sense’s renowned thought leader), and John Steinert (TechTarget CMO) will take advantage of their companies’ new partnership to discuss the very real opportunities marketers have today to be more effective. They will further explain probabilistic and deterministic concepts and then provide specific guidance on how the latest data and tools can help drive useful changes for better GTM results.     Viewers will come away with valuable insights, including:  - An understanding of the deterministic/probabilistic dichotomy in B2B marketing.  - Practical knowledge on how to incorporate these concepts into effective tools and tactics.  - Strategies for understanding buying groups and how to engage with them early in their journey to influence decisions effectively.