In this episode, Paul Denham talks with Steffen Hedebrandt, CMO and Co-Founder of Dreamdata.io, about unlocking B2B buying group journeys to drive revenue faster.
B2B buying behaviour has changed in the last few years. Self-directed customer research has replaced the traditional funnel. With between six and ten people now involved in a typical buying group with an organisation, it's far from a linear progression from start to purchase decision.
So how do we better understand what is going on, how long the real customer journey is, and how do we assign values to all the touchpoints that make up the customer journey?
Join us in this episode where all is revealed.