The B2B buyers’ journey has become more complex with the rise in channels, size of the buying committees and length of decision-making times. Buyers are self-sufficient and eager to engage within the right context. Marketers must re-shift their mindset to focus on audience needs for content and engagement opportunities, then realign internally on how to act on these buying signals.
During this session, you will:
- Learn about what’s next for the buyer’s journey and where B2B engagement is headed in 2021;
- Understand the key components of marketing programs and tactics; and
- Gain insight into key buying trends and audience engagement during digital experiences.