Identifying Audience Hangouts: AWT Framework

Chris was invited to speak with the marketing team at Workleap, in a fireside chat session led by Michelle Mercier, VP of Marketing. He starts by discussing the changing landscape of buyer behavior and trends in B2B marketing. Then, he emphasizes the shift in power to buyers, who now have access to more information and rely less on direct interactions with sales teams. Chris highlights the importance of understanding customers and their needs, as well as the need for marketers to adapt to the evolving buyer journey. He also discusses the limitations of traditional attribution models and the need for a more holistic approach to measuring marketing effectiveness.