Unlocking B2B Buyer Journeys [Video]

Four Game-Changing Insights for B2B Marketers

The art and science of B2B marketing is rapidly changing – research from the LinkedIn B2B Institute, 6sense and even our recent APAC B2B Buyer Journey Research Report has uncovered and solidified key insights for marketers.

I recently hosted an illuminating Green Hat webinar on the subject, Understanding B2B Buyer Journeys.

Three industry marketers,

• Kerry Cunningham, Head of Research and Thought Leadership at 6sense
• Fraser McNaughton, Chief Marketing Officer at Grant Thornton Australia
• Tanya Mas, Vice President Marketing, Korn Ferry

all shared key insights and how they are putting this understanding of the B2B buyer journey into practice.

You can watch the full webinar below:

Below are four key takeaways from the session:

1. Buyers are 73% through their journey before engaging with your brand.

According to Kerry Cunningham from 6sense, B2B buyers are defensive and don’t engage with vendors until they are 73% through their journey that …