4 Imperatives to Win With Industry Line of Business Buyers
The industry line of business (LOB) persona
Industry LOB decision drivers
How to engage with industry LOB buyers
Buying teams are getting bigger and more diverse. Gartner research shows that buying team complexity increases directly with deal size. Buying team members typically focus on what they are responsible for, leading to a lot of internal friction in the buying process. The typical targeting approach is directed at specific roles, however, you need to focus on the largest untapped technology buying segment, industry line of business (LOB) buyers, such as in banks, insurers, retailers or hospitals. In this complimentary Gartner webinar, we preview the industry line of business personas, how their buying behavior may differ, and what capabilities tech and service provider companies need to engage them.
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