Summit 2013 Highlights: How to Conquer the Changing World of B2B Buying
About this event
John Neeson, co-founder and managing director of SiriusDecisions, began his presentation at Summit 2013 today by putting a hypothetical question to the audience of B2B sales, marketing and product executives: “If you were a CXO responsible for buying a major new system that will change the productivity and profitability of your business, what is the first thing you would do? ”
Summit 2013 Highlights: How to Conquer the Changing World of B2B Buying is a summit from Forrester focused on Marketing, Sales, Customer Experience, and Data. See Forrester's website for confirmed availability and schedule details. UPCOMING provides an independent event listing and directs attendees to Forrester's website to complete registration or viewing.
What you'll learn
- Most B2B salespeople agreed that the sales process for B2B products and solutions rarely includes the education phase of the buying process.
- During the education and solution phases of the buying cycle, CXO buyers rely heavily on colleagues, personal networks and third-party experts in forming their opinions about what to buy.
- Because sales has been effectively shut out of the process of educating buyers directly, B2B salespeople must rely on marketers – or develop their own marketing skills – to reach B2B buyers.
- During the final phase of the buyer’s journey, vendor selection, CXOs look to connect with vendor executives and search for content to justify their decision. To validate a vendor selection, CXO buyers rely most heavily on customer references and their prior experience with the vendor.
Topics covered
Frequently asked questions
Who is hosting Summit 2013 Highlights: How to Conquer the Changing World of B2B Buying?
Summit 2013 Highlights: How to Conquer the Changing World of B2B Buying is hosted by Forrester.
When is Summit 2013 Highlights: How to Conquer the Changing World of B2B Buying?
See the official event page for Summit 2013 Highlights: How to Conquer the Changing World of B2B Buying's confirmed availability and schedule details.
Where does registration take place?
Registration or viewing is completed on Forrester's website.
What format is this event?
This is an online summit.
Which topics does this event cover?
The event covers Marketing, Sales, Customer Experience, and Data.
