Bridging Behavioral Science and Buyer Expectations for GTM Success

In this on-demand LinkedIn live session, Shirin Oreizy, Founder and CEO at Next Step, and Allyson Havener, Vice President of Marketing at TrustRadius discussed real-world examples of behavioral science principles that can be applied to challenges facing B2B marketers today. Learn actionable insights into how GTM teams can adapt to and win today’s elusive buyers.

Topics discussed include:

  • What is behavioral science?
  • How behavioral science can be applied to today’s B2B marketing challenges
  • What buyers want based on the 2023 B2B Buying Disconnect Report
  • GTM strategies to motivate your buyers and meet them where they are in their journey

 Our Speakers

Shirin Oreizy

Founder and CEO, Next Step

Shirin is the founder and CEO of Next Step, an award-winning Behavioral Design Agency based in San Francisco. She’s also a guest lecturer at Stanford University and NYU. Her work applying Behavioral Science in marketing and product is regularly featured on Forbes, INC and has helped both emerging and established brands like AAA, LG, and increase demand for their products and services. She has a degree in engineering from UC Berkeley, as well as accreditations in Behavioral Science and Positive Psychology from Duke.

Allyson Havener

VP of Marketing, TrustRadius

Allyson leads the marketing strategy at TrustRadius across all functions including demand gen, PR, product, and partner marketing. 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 also a ballerina in Dubai and graduated from University of California, Santa Cruz.