Nominations for the 2024 GTM Awards, sponsored by TrustRadius and Pavilion, are open! Now through July 19, nominate top go-to-market leaders, teams, and companies in the B2B tech sector.  Learn more.


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 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.

Our Speakers

Sam Jacobs

Founder & CEO | Pavilion

Sam Jacobs is the Founder and CEO of Pavilion, the leading professional development and career enablement platform for over 10,000 high-growth revenue executives and CEOs. Sam has been building and running Venture Capital-backed companies in New York City for 20 years including having served in senior revenue leadership positions at GLG, Axial, Livestream, The Muse, and Behavox, before founding Pavilion. Sam lives in the West Village of Manhattan with his wife, Camille Zarsky, and their three dogs, William, Oswald, and Winnie.

Kathleen Booth

Senior VP of Marketing & Growth | Pavilion

Kathleen Booth is SVP of Marketing and Growth at Pavilion, a 10,000+ member global community of go-to-market executives. Prior to joining Pavilion, Kathleen was Founder and CEO of Quintain Marketing, a digital marketing agency. After selling her company, she held marketing leadership roles at VC-backed B2B technology companies including Attila Security,, and Tradeswell and continues to serve as an advisor and fractional CMO to early stage B2B SaaS startups. She has been named one of 50 Top B2B Marketers to Watch by TopRank and 6 Global Marketing Advisors Who Are Rising Stars by USA Today.

Allyson Havener

SVP of Marketing & Community, 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.