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Complex B2B buying journeys are rarely straightforward or linear. Without strong internal sponsorship from purchasing committees, salespeople risk seeing major opportunities stall or go away due to a lack of buyer urgency. Now more than ever, B2B marketing and sales teams must marshal their marketing and sales resources effectively. By crafting and delivering customer-specific messages that are strategically relevant, tactically urgent, and capable of rapid time-to-value, B2B commercial teams can establish clear differentiation and accelerate purchasing decisions.
In this webinar, Bob Apollo will share a proven framework for testing and verifying value in sales conversations throughout the buyer’s decision journey. During the session, he will explore the key principles of proactive targeting by connecting the right customers and roles with key business issues, industry trends, and trigger events that support a decision to invest.
