Hot Take Summer Series on LinkedIn Live: A Recap
As a dynamic follow-up to our 2024 B2B Buying Disconnect report, The Year of the Brand Crisis, we launched the Hot Take Summer Series. This LinkedIn Live series featured insightful discussions with industry thought leaders highlighted in the report and other experts from across the B2B marketing landscape.
Hot Take Summer Series:
Storytelling Throughout the Buying Journey: Sales vs. Marketing
On LinkedIn | We explored the power of narrative in engaging buyers at every stage.
With 44% of enterprise buyers preferring no premature sales outreach and 71% sticking with initial choices, the sales and marketing window for impact has shrunk.
We sat 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.
Watch to hear about:
- How storytelling drives customer engagement and trust
- Shaping brand differentiation and perception
- How to integrate storytelling throughout the buying journey
- Successful storytelling in the real world and their results
Building Brand Champions
On LinkedIn | We discussed strategies for turning customers into advocates to boost your brand’s influence.
Join Evan Huck, Founder and CEO of UserEvidence, and Trinity Nguyen, VP of Marketing at UserGems as we dive into the key findings from the 2024 B2B Buying Disconnect report: The Year of the Brand Crisis, focusing on identifying, keeping, and building brand champions for your product.
In a landscape where buyers are relying more on their own prior experience with a product and consulting fewer resources when evaluating their technology purchases, it’s crucial to build and maintain trust with every resource they seek out.
We dive into how you can drive new business by building buyer confidence early in the decision-making process and by tracking and nurturing brand champions—those who have had positive experiences with your product.
In this session, you will learn:
- Overview of the 2024 B2B Buying Disconnect Report: The Year of the Brand Crisis
- The role of ROI data in building buyer confidence
- The importance of prior experience with a product
- Recruiting and keeping brand champions
From TOFU to BOFU: Embracing the Brand Gen Era
On LinkedIn | We examined how brands are evolving in the new generation of marketing, from top to bottom of the funnel.
Watch our thought-provoking session, “From TOFU to BOFU: Embracing the Brand Gen Era.” We’ll delve into the findings from our 2024 B2B Buying Disconnect: The Year of the Brand Crisis for a compelling discussion on the evolving role of brand generation in today’s marketing landscape.
Traditionally, marketing strategies have been segmented into top-of-funnel (TOFU) and bottom-of-funnel (BOFU) activities, often treating brand awareness as a TOFU-only concern. But lines between brand awareness and demand gen are blurring—what if we’re missing the bigger picture?
In this session, we explore “brand gen” as a motion that should be integrated at every stage of the buying journey. Our expert panel discusses the importance of evaluating all channels across the entire funnel, and why brand generation should no longer be seen as a separate entity but as an essential component throughout the entire customer journey.
Discover how breaking down these silos can enhance your marketing efforts and lead to greater success. From filling the funnel to post-sale, learn why brand awareness is crucial at every touchpoint.
GTM for Enterprise Buyers
On LinkedIn | We delved into the complexities of go-to-market strategies tailored for enterprise-level decision-makers.
Everyone wants to sell to the enterprise. Doing this successfully means larger deal sizes, more expansion opportunities, notoriety in the market, economies of scale—the list goes on. But there is a reason why most startups focus on mid-market and SMB, selling into the enterprise takes time, investment and an organization that is truly committed to servicing the enterprise. From the first brand touchpoint to post-sell success plan, everything has to be designed and executed to reach enterprise buyers.
There’s a reason 86% of enterprise buyers short-listed a product they’d already heard of before starting the research process. They have to go with a brand that is established and trusted. So who better to outline their strategy for targeting and selling to the enterprise than people who’ve done it, time and time again?
Joining us are Jon Miller, Co-Founder of Marketo and Engagio, Allison Metcalfe, CRO at Cloudinary, and Scott Fehr, VP of Global Pre Sales at 6sense. We walk through their tried and true playbooks for moving up market to drive business growth, and find and win enterprise buyers.
Watch the replays to learn how to elevate your go-to-market strategy and stay ahead in the ever-changing B2B landscape.
For an interactive experience of our 2024 buyer data, click here.
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