The B2B Power Shift & What Marketers Must Do with Andrew Haussegger

n this episode of 'That's What I Call Marketing,' host Conor Byrne sits down with Andrew Haussegger Co-Founder of Green Hat to talk about their recent research report The APAC B2B Buyer Journey Research Report https://green-hat.com.au/b2b-report

This report has findings that should transform the way you think about your B2B Marketing and it is not just a report for APAC, it is not just a report for Marketing - this is something that your CEO, CRO need to pay attention to. Because the way we are set up for B2B right now is flawed.

Tune in to this episode to find out why and what you need to do to get it right. You will learn about the failure of MQLs, why the buyer has even more power, how 73% of the buying journey is done before the engage with your sales team, the 'dark funnel, the role of solution buyers versus process buyers within organisations and how marketing strategies must adapt, the new evolving role of sales teams and why you need to think about the value you create and free the content.

This is a not to be missed episode, it will change how you think.

00:31 Overview of Green Hat

03:02 The Importance of B2B Marketing

04:22 Research Insights

06:10 Shifting Balance of Power in B2B

09:53 Understanding the Buying Process

23:17 Reputation Building and Hidden Process Bias

23:24 The Case for Ungating Content

23:55 Leveraging First and Third Party Data

27:22 Rethinking MQLs and Metrics

32:59 The Evolving Role of Sales

42:27 What can you do now!

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