The folklore of B2B marketing is loaded with fables, myths, and urban legends about today’s B2B buyer. Sure, meta trends represent dramatic changes in the averages, but it’s irresponsible to build your customer engagement strategy on aggregate trends.

In this session, guest speaker Lori Wizdo and Giles House revealed a strategic framework you can use to drive buyer engagement, including:

  • What mix of traditional, social, and digital channels attract your target buyer.
  • How the sales/marketing handoff changes for different buyer archetypes.
  • How you can right-size your content strategy to accelerate your buyer’s journey

Presenters

  • Lori Wizdo, Principal Analyst, Forrester Research, Inc.
  • Giles House, Chief Marketing Officer, CallidusCloud

Forrester Research

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