Clash of the tech heads: the B2B buying committee

1:50 PM - 2:20 PM

Businesses buy in rational groups made up of irrational people. People think differently and have different values and interests; even when pursuing the same goals. How do you prepare for that?

We surveyed 600 B2B tech buyers to find out what makes them tick, and found that modern tech buying decisions aren’t made by IT alone. They’re usually made by several people (3.7 to be exact).

You need to address the separate challenges and preferences of each of these personas – and guess what – they’re often contradictory.

Tech buying personas don’t always get on. For tech marketers, that means understanding each persona and meeting them where they are to help guide them through the process.

By attending this session, you will learn:

  • The latest insight from B2B buyers
  • How to deliver targeted messaging to specific audiences
  • The emotional vs rational drivers at each stage of the decision process
  • What suppliers need to do to cut through in noisy marketplaces

Client Strategy Director and Co-Founder,Octopus Group