Proactively Engaging Decision Makers Within The New B2B Buyer Journey Zylotech Webinar Featuring Forrester
Zylotech’s Founder & CTO Abhi Yadav and guest speaker Steven Casey, Principal Analyst, B2B Marketing at Forrester sat down to discuss the lasting implications of the pandemic for today’s B2B marketing organizations. They explored the rapidly shifting external factors that are driving changes in buyer behavior, the new B2B buyer journey, and outlined why Customer Data Platforms (CDPs) have become the lifeblood of winning B2B organizations’ tech stack. Below are some key highlights.
Seemingly overnight, the B2B buyer’s journey has transformed into an almost exclusive digital adventure looking more like a B2C buyer journey than ever before. In a recent study 51% of B2B decision makers say they are spending more time conducting self-led research prior to engaging a salesperson and 50% cited they need more business “justification” before making buying decisions. A critical distinction between the 2 journeys however, is that it’s not about browsing for B2B decision makers, it’s about finding the right solution or product to address their business needs.
As business buyers become more digitally savvy and demand value-packed, frictionless and hyper-personalized experiences throughout the buyer journey, many organizations find themselves buried under an avalanche of disparate and ineffective data, making it impossible for their marketing and sales organizations to access accurate customer insights needed to understand buyer intent. The result:
- wasted ad spend
- lost revenue opportunity
- disillusioned customers and prospects
- misguided business strategies
B2B organizations are caught in a data squeeze.
In this webinar, we’ll outline how you can unleash the power of intelligent data across your entire organization by adding the right technology. We’ll offer advice on how to build the right data foundation across the enterprise. We’ll touch on:
- the rapidly shifting external factors that are driving changes in buyer behavior
- the new B2B buyer journey
- why Customer Data Platforms (CDPs) have become the lifeblood of winning B2B organizations’ tech stack
Zylotech, a recognized leading B2B customer data platform, connects the information and insights you have to deliver the experience your customers need and the revenue you want faster. We give operations-focused teams contact intelligence with data governance, ABM enablement, a customer data platform (CDP), and AI-driven predictive analytics – all rolled into one platform.
Zylotech works with global leaders like Cisco, Google, and Palo Alto Networks to build and maintain contact and account foundations for scale and to deliver insights for real-time action.
Abhi Yadav, Zylotech Founder and CTO, and Steven Casey, Principal Analyst, Forrester deep dive into the key challenges to creating effective buyer engagement in this “new normal”.