The way today's B2B buyers are actually buying has changed dramatically in the last few years, leaving many B2B companies with out of date and out of sync go-to-market strategies. The good news is we finally have the research and data-back behavior insights to update GTM strategies with the modern B2B buyer. 

We know the modern buying journey is done almost entirely online, but did you know most buyers are already 70% through their decision-making process by the time they talk with any vendor reps? And when buyers do initiate contact—which they do 83% of the time—they're likely reaching out to the vendor that has already won in their minds.

We’re going to anchor today’s episode in some of the best research about B2B buying available today, and we’re going to do it with a true expert–Kerry Cunningham. 

Kerry Cunningham is a research director, analyst, and thought leader with over 25 years of experience in all aspects of B2B. He’s authored numerous B2B frameworks including the latest versions of the Revenue Waterfall model. Most recently at 6sense, Kerry leads research and insights, including the just-released B2B Buyer Experience Report.  

Check out the report from Kerry: https://6sense.com/blog/new-buyer-experience-report-3-insights-and-a-warning/

Other articles mentioned in this episode:

https://intelligentdemand.com/resources/sirius-decisions-new-demand-unit-waterfall/

https://www.forrester.com/b2b-marketing/b2b-revenue-waterfall-guide/

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