COLD ONES Podcast: The Future of B2B Buying Looks Different … And there’s Data to Prove it
Nothing pairs better than tasty ice cream and fun conversation—except when you add in findings from our 2024 B2B Buying Disconnect Report: The Year of the Brand Crisis and how they’ll help vendors connect better with buyers.
That’s what is discussed in this COLD ONES podcast with Collin Smith, host and Founder/CEO of ReachSuite.io, and our own Allyson Havener, Senior Vice President of Marketing and Community.
They highlight how B2B tech buyers choose and research brands and how the buying process can be improved. Discover how the benefits of providing self-serve information up front—like an interactive demo, transparent pricing, and user reviews—can accelerate the sales cycle.
Highlights include:
- Buying trends from today’s largest buying groups: millennials and Gen Z
- How B2B tech buyers want to be engaged during the buying process
- Why leveraging data and adapting sales strategies to be more consultative leads to better engagement
- How providing self-serve product information increases conversion rates, reduces wasted sales efforts, and more
Our Speakers
Collin Smith
Founder and CEO | ReachSuite.io
Collin is the COLD ONES podcast host, CEO and Founder of ReachSuite.io, and Co-founder of Dash Analytics. Once seeing B2B tech buyers’ want for self-serve product information, especially through interactive demos, Collin started ReachSuite, a full-funnel buyer enablement platform that allows vendors to create personalized, non-gated demo experiences for buyers.
Allyson Havener
SVP of Marketing & Community | TrustRadius
Allyson leads marketing strategy at TrustRadius across all functions, including demand gen, product and partner marketing, and PR. She’s driven to establish TrustRadius as the platform where buying decisions are made. Allyson brings experience and expertise in hyper-growth marketing from previous roles at LiveRamp, an enterprise SaaS company. In her spare time, she teaches yoga and finds anything to do outdoors. Allyson was a ballerina in Dubai and graduated from University of California, Santa Cruz.
Additional Resources
2024 B2B Buying Disconnect Report: The Year of the Brand Crisis
The dynamics of buyer decision-making have dramatically shifted, placing urgency on vendors to put brand awareness, trust, and transparency at the forefront. For vendors, 2024 is undeniably “the year of the brand crisis” for those seeking to compete with established market leaders and for market leaders hoping to maintain their status.
RevUp Podcast: The Role of AI in Analyzing Customer Reviews
Discover how the TrustRadius team leverages AI to help vendors and buyers get the most out of customer reviews on our platform in this episode of the RevUp podcast.
The Year of the Brand Crisis & How GTM Leaders Can Adapt
This year’s report, 2024 B2B Buying Disconnect: The Year of the Brand Crisis, highlights how many companies are underestimating the importance of brand awareness and perception. As vendors have scaled back brand investment, buyers gravitate toward familiar products they’ve used before, heard about from their networks, or have had significant exposure to. In this live session, we sit down with Sam Jacobs, Founder and CEO of Pavilion, and Kathleen Booth, SVP of Marketing and Growth at Pavilion, to discuss these trends and how GTM teams, hoping to engage today’s buyers, can adapt.
Storytelling Throughout the Buying Journey: Sales vs. Marketing
In our second Hot Take LinkedIn Live Summer Series, we sit down with Darren Fanton, Founder and CEO of ScreenSpace, and Krysten Conner, 3x SaaS unicorn rep (ex-Salesforce, Tableau, Outreach), to discuss the need for proactive buyer engagement strategies based on our 2024 B2B Buying Disconnect: The Year of the Brand Crisis—and how to do it.
Closing Time Podcast: Brands in Crisis Mode
For B2B marketers, understanding the dynamics of buyer behavior is more crucial than ever. Recently, Allyson Havener sat down with Valerie Riley, Head of Content and Digital Marketing at Insightly CRM, to explore these dynamics and shifts on the Closing Time podcast.