Late to the Buying Party? Winning Strategies for the Self-Serve Buying Era

Did you know that 82% of buying groups have requirements mostly set before engaging with a vendor? The traditional sales cycle might have a clear start and end—but the journey in between? It’s anything but linear. Today’s B2B buyers take a squiggly, self- directed path, researching, comparing, and shortlisting without ever filling out a form. So why is it that marketing and sales continue to follow a traditional funnel (invented in 1898 by the way)? Join Stuart Jaffray, Managing Director, Green Hat as he runs through an exciting presentation and Q+A session, which outlines how marketers should be approaching the B2B buying cycle, especially in a world where buying groups are utilizing self-service practices. This B2B Marketing webinar in association with Green Hat, a BBN organization, will cover everything from their research with 6sense to: ● How to engage and influence self-serve buyers with content, brand, and smart activation. ● What the “dark funnel” really is, and how intent data and integrated tech stacks can help you uncover hidden buying activity. ● How marketing should influence the research stage to facilitate sales and increase alignment between teams. ● Who your self-serve buyers actually are—and how generational trends are shaping the future of B2B buying behaviour.