BtoB Summit 2023

Business Case - Le mythe de l'acheteur autonome & cas client

Jul 7, 2022 | 3:30 PM - 4:00 PM

Amphi 400


B2B companies have come to believe that there is an asymmetrical relationship between the company and its buyers. According to their perception, buyers are "in control" and have more high-quality information than ever before. But what if this is just a myth? In this talk, we will explore: How marketing managers could gain an advantage over their competitors by realigning content around consultative buying experiences with the myth of the empowered buyer in mind.