CMO Huddle: 2023 B2B Buying Trends

Adapt to the modern tech buyer and win

A buyer behavior revolution is taking place as millennials and Gen Zs move into decisioning roles, and other generations join them in adopting a preference for self-service product research. To keep business moving forward, sales and marketing practices need to adapt. Discover today’s B2B buying trends and how to respond in this inaugural Demo Huddle from CMO Huddles with Vinay Bhagat, CEO & Founder of TrustRadius, and John Miller, CMO of DemandBase. 

Key takeaways:

  • Adapting to today’s modern buyer by actuating information sources today’s buyers trust and use
  • Driving sales and marketing efforts with account intelligence
  • A crawl, walk, run approach to using intent data for buyer, market, and opportunity assessment
  • How to use TrustRadius as a decisioning platform to house self-serve product information for buyers and position products in the future

“People are making considered purchases, especially if you’re selling to the enterprise, where it’s a complex purchase. [They] need to know, what is the use case of a product, will it work for my business scenario, what ROI can I expect, does this person I’m reading content from have a similar use case to me? Our emphasis is on really trying to help the buyer answer those questions.” —Vinay Bhagat, Founder & CEO, TrustRadius

On January 3, 2023, Allyson Havener, VP of Marketing, and Vinay were asked to expand on the interview to discuss quality over quantity reviews, enabling self-serve buyers, and using intent data on an integrated basis.

“Make sure your marketing is enabling the buyer. You’re giving them the information they want so you can make their shortlist.” —Allyson Havener, VP of Marketing, TrustRadius

Our Speakers

Jon Miller

CMO, Demandbase

Jon Miller is a marketing entrepreneur and thought leader. He is currently Chief Marketing Officer at Demandbase, the leading account-based marketing platform. Previously, Jon was CEO and founder of Engagio (acquired by Demandbase), and was co-founder at Marketo (Nasdaq:MKTO), a leader in marketing automation.

Jon is a frequent speaker at conferences, including Dreamforce, MarketingProfs B2B, Marketing Operations Executive Summit, OMS, and the Marketing Nation Summit. He is also author of numerous e-books, including Complete and Clear Guide to Account Based Marketing and The Definitive Guide to Marketing Automation.

Vinay Bhagat

Founder and CEO, TrustRadius

Vinay conceived TrustRadius after experiencing challenges when buying enterprise solutions at his last company. He founded Convio in 1999, the leading SaaS platform for nonprofits. In April 2010, Convio became a public company, and was acquired in May 2012 for $325 million. He holds an MBA from Harvard Business School where he graduated as a Baker Scholar, an MS Engineering Economic Systems from Stanford University, and a MA Engineering Information Sciences from Cambridge University with First Class Honors.