How the B2B buyer journey is changing in the tech industry
Learn how B2B marketing leaders are navigating modern buying complexity, improving buyer engagement, and building stronger go-to-market strategies.
B2B tech buying has fundamentally changed. Today’s buying decisions involve larger committees, longer sales cycles, AI-driven priorities, and increasing influence from line-of-business leaders – making it harder than ever for marketers and sales teams to engage the right stakeholders at the right time.
In partnership with HotTopics, this new report explores how leading B2B marketing executives are adapting their go-to-market strategies to meet the demands of today’s complex buyer journey.
What you’ll learn:
- How AI is transforming buyer committees
- The new rules of ABM and buyer engagement
- Why sales & marketing alignment matters more than attribution
- How emotional and transactional drivers shape buying decisions
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