B2B Marketing, Empowered Customers and Constant Change 

B2B marketing leaders often rely on ineffective segmentation approaches focused on reaching individual buyers. Today's empowered B2B customers are overwhelmed - by too much information, too many options and too many people.  With buying decisions increasingly committee-based, marketers must leverage their limited "at bats" with customers to align buying groups and provide information that eases progress through the buying journey. 

We've got you covered

At Gartner Marketing Symposium/Xpo, we’ll help you stay ahead with emerging enterprise and small business buyer insights and inspire you with advances in demand generation and sales enablement. This new track is designed to help you navigate a shift in power and control toward today’s empowered B2B customers. Together we will share and surface best practices for prospecting, generating, qualifying and processing leads.


Aligned topic sessions:


  • Collaboration, Data, Personalization: How ABM is Transforming B2B Marketing
  • A New Model for B2B Customer Engagement
  • Making the Case: Position Digital Commerce as the Platform for B2B Growth


Improve B2B Lead Generation with Enterprise Personas

An enterprise persona reflects market segmentation choices and places them in a context that makes it easier for both marketing and sales to apply in a consistent manner. Enterprise personas focus marketing and sales on the impact their value proposition has on the client’s larger strategic objectives, rather than a single stakeholder’s goals. 


Read the full Smarter With Gartner Article for tips on impacting your lead gen with enterprise personas


Back To Top

Experience the Gartner Difference.