Closing the Gap: How to Engage Buyers and Empower Vendors for the Future

Change is the only constant in B2B. Over the years, the best marketing and sales leaders have continued to reinvent their strategies to align to ever-evolving economic and business conditions, to the introduction of new technologies and to shifts in buyers’ needs and behaviors. At the kick-off of 2024, great change is on the horizon as we prepare for new regulations around email filtering and deliverability, the looming elimination of third-party cookies, and the onset of GenAI across all industries. And, while the idea of customer centricity (or even customer obsession) isn’t necessarily new, taking a hard looking at your buyer interactions can help illuminate your best path forward. TechTarget’s Vice President of Customer Enablement and Data Strategy Dara Such has been working closely with hundreds of clients on just that. Join us as she shares a new GTM playbook focused on understanding, on a deeper level, the needs of your priority accounts and the unique individuals comprising the buying teams. With this framework on hand, you’ll be able to structure your go-to-market to empower your buyers with the information and solutions they need to make an impact and hit their goals.