Less than half of forecast deals end up being closed, and 21% are indefinitely stalled. A major contributor to the problem is that B2B customers are overloaded with information, their own organizational complexity, and an increasing uncertainty about future business conditions. During this session, you will learn best practices in using customer data and insights to engage B2B buying groups in productive conversations by helping customers:
● Collectively make sense of available information and options
● Overcome risks and challenges within their organization
● Feel confident in moving forward with a seemingly ambitious purchase
Brent Adamson
Distinguished VP, Advisory
Brent Adamson is a Distinguished Vice President, Advisory, serving heads of sales, customer service, and marketing. Mr. Adamson's work spans a wide range of commercial challenges, including customer buying behavior, sales performance, customer service operations, marketing excellence, commercial strategy, content marketing, customer/consumer experience and understanding, sales management, personalization, leadership and coaching, organizational productivity, and both in-person and digital customer engagement.
He facilitates a wide range of executive-level discussions around the world, including global sales meetings, keynote presentations, board-level presentations, and hands-on best practice workshops.
He is well known for his passion for productive disruption. He is a sought-after speaker and facilitator, with 30 years of experience as a professional researcher, teacher, and trainer. He is also the co-author of The Challenger Customer and the best-selling The Challenger Sale. In addition, he is a frequent contributor to the Harvard Business Review. He has also written for a wide range of business publications, including Forbes, Bloomberg Businessweek, and Selling Power.
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He facilitates a wide range of executive-level discussions around the world, including global sales meetings, keynote presentations, board-level presentations, and hands-on best practice workshops.
He is well known for his passion for productive disruption. He is a sought-after speaker and facilitator, with 30 years of experience as a professional researcher, teacher, and trainer. He is also the co-author of The Challenger Customer and the best-selling The Challenger Sale. In addition, he is a frequent contributor to the Harvard Business Review. He has also written for a wide range of business publications, including Forbes, Bloomberg Businessweek, and Selling Power.
Monday, 18 May, 2020 / 10:30 AM - 11:15 AM BST
Engaging B2B Buyers in a Complex Environment
Tuesday, 19 May, 2020 / 10:15 AM - 11:00 AM BST
Ask the Expert: Elevating Marketing's Role in B2B Account Growth
Gartner research shows that incumbent suppliers have very little advantage over their competitors and that the advantage they do have peaks early in a decision-making process. This session will showcase how to orchestrate a compelling experience using digital and in-person channels to help customers realize immediate value from what they’ve purchased and influence consideration of additional purchases with their current supplier. In this session, you will learn how marketing can:
-Help identify the right account-level opportunities for growth
-Create and orchestrate messaging, content, and digital experiences that influence B2B buyers’ likelihood of growing their business with existing suppliers