If you’ve ever felt like B2B buyers are harder to reach than ever, you’re not alone.
Long sales cycles, multiple decision-makers and endless research mean that by the time a lead gets to sales, most of their journey is already done. Add in constant organisational change and shifting priorities, and it can feel impossible to know where to focus your marketing!
That’s why understanding the REAL B2B buyer journey matters.
In this session, Emma Davies and Ruta Sudmantaite will break down what buyers are really going through – and how you can create marketing that cuts through the overwhelm.
Ruta:
As a fractional CMO at Sudmant, I help B2B businesses reach their next revenue goal with inbound marketing strategies that build their brand and generate leads. I have worked with clients ranging from small tech startups to unicorns and public companies, using my experience and passion for marketing to create impactful campaigns and content.I am also a co-founder of Lava Metrics, a software solution that gives HubSpot users new reporting powers to set and track their pipeline goals, conversion rates, and historical snapshots. We are currently on pre-sale and offering a 50% discount for data pioneers. Additionally, I co-host the ‘Blame it on Marketing’ podcast, where we discuss and debunk marketing clichés and myths. I enjoy learning and sharing my insights on marketing, technology, and people.
Emma:
Marketing is both an art and a science—and I thrive at the intersection of the two. I’m passionate about leveraging data to elevate marketing performance while creating seamless, buyer-centric experiences. As the Founder of Advocitude, I’ve spent over four years transforming an idea into a trusted partner for B2B companies. What started as a platform to explore Customer Advocacy and Community has evolved into a strategic marketing consultancy. Our mission? To help businesses execute impactful marketing strategies that are data-driven, aligned to their Ideal Customer Profiles (ICPs), and designed to make buying easier for their customers. I’m also the co-host of Blame it on Marketing, a podcast where we tackle the misconceptions and challenges marketers face while doing the day job.
You’ll leave this session with a clearer picture of what today’s buyers are really up against and the tools to meet them where they are, build trust, and create marketing that actually drives decisions.
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