#LinkedIn Live: Engaging B2B Buyers on Their Terms

Learn how to navigate the self-serve buyer’s journey.

To survive in the current economy and set yourself up for acceleration in the future, B2B technology brands have to meet their target buyers on their terms. As a marketer, stepping into the shoes of your buyer to really understand their priorities and build trust is mission critical. 

Tune in to our #LinkedIn Live: Engaging B2B Buyers on Their Terms to discover what it takes to build a B2B technology brand that shines in our new reality. The session features a conversation between Kate Newstead, Marketing Science Lead at The B2B Institute, a LinkedIn-sponsored think tank, and Megan Headley, our VP of Research, as they discuss recent buyer research and how that impacts the way brands connect with today’s B2B buyers. 


  • A deep dive into which new tech-buying preferences are shaping the industry
  • Why marketers can throw out the old playbook and change their mindset 
  • What levers marketers can pull to differentiate in saturated markets 

 Our Speakers

Megan Headley

VP of Research, TrustRadius

Megan leads Research at TrustRadius, whose mission is to ensure TrustRadius delivers high quality, useful and, above all, trustworthy user feedback to help prospective software buyers make more informed decisions. Before joining TrustRadius, Megan was Director of Sales and Marketing at Stratfor, where she was in charge of growing the company’s B2C revenue stream through email marketing and other channels. She enjoys traveling, reading, and hiking.

Kate Newstead

Marketing Science Lead, The B2B Institute - LinkedIn

Kate’s work at the LinkedIn B2B Institute focusses on translating buyer behavior intelligence into marketing decisions that drive financial results. She helps LinkedIn’s clients implement practical marketing tactics to grow their brands and their profits.  Prior to LinkedIn, Kate worked in a range of marketing, sales, media and research roles, learning from some of the best in the business including The Ehrenberg-Bass Institute, Mars, Mondelez, and Coty. ​Experienced in all aspects of marketing, and in many regions of the world, the common thread through Kate’s career is creating customer-orientated marketing strategies that build sustainable and profitable brands.