Co-located with Technology for Marketing

18 - 19 September 2024
ExCeL London

18 - 19 September 2024
ExCeL London

Conference Programme 2024


The real job of B2B marketers: Help the buyer group agree

18 Sep 2024
The Future of Digital Marketing
General Marketing, Brand Marketing
B2B marketers need to understand that we have misunderstood the whole challenge of B2B marketing: we think it is about getting product experts to know about our product superiority - but that's ony half the job. The other half is about giving buying process experts (finance, procurement, legal) who have a crucial veto in the buyer group process, enough confidence in brand to feel that the decision is right for their company. Most marketers do not do this.
What you can expert to learn:
• Understand who the real buyers are
• Understand what they care about
• How to persuade them with the messages that matter most
Mimi Turner, Head of EMEA & Latin America - LinkedIn B2B Institute

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