BtoB Summit 2022

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

Jul 7, 2022 | 3:30 PM - 3:55 PM


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.