Summit Europe Sessions PMKTG and COS_New Buyers Journey

The New Buyer’s Journey: Fortifying Your Messaging Strategy

Thursday 10 October 2019 | 15:15 - 15:55

Speaker(s):  Barry Vasudevan

Syndicate(s): Track 2

Focus: Operationalize, Optimize

Priorities: Personas and Buyer Insights, Portfolio Messaging and Content

Well over half of all b-to-b buying decisions involve a group – ranging from cross-departmental teams with a few members to large, complex executive committees. This reality requires portfolio marketers to create distinctive messaging that works at the individual level and the overall buying group level, where personalities and behaviour can shift unexpectedly on the basis of group dynamics.

This presentation will provide the following benefits for sales, marketing and product:

● Understand buying group behaviour and how behaviour changes on the basis of individual and group needs

● Learn how to apply the SiriusDecisions Messaging Nautilus® to create and deliver messaging that resonates at the individual and group level

● Discover what ratifiers need in the buying decision process and how to survive their scrutiny