Slicing through the B2B sales noise requires more than tenacity; it demands strategic precision.

In the high-stakes world of revenue generation, knowing your buyer's journey isn't just important—it's crucial. Enter Kerry Cunningham, renowned former Forrester and SiriusDecisions analyst and Head of Research at 6sense, as he joins Saima Rashid and Adam Kaiser to drop some truth bombs revealed in 6sense's new research on the buyer experience.

In this episode, you’ll learn:

1. The strategic advantage of being the first vendor that potential buyers interact with, which the report shows, is a crucial factor in winning the business. Discover tactics for strategically positioning your solution to be top-of-mind early in the buying journey, ensuring you're a step ahead in the competitive race.

2. The importance of understanding and influencing buyer requirements before the first sales conversation. With 78% of buyers having their requirements set by this time, learn how to engage and educate your prospects beforehand, so your solution becomes the benchmark against which all others are measured.

3. Practical steps to align your marketing and sales teams for a cohesive buyer journey, focusing on consistent messaging and technology integration. Learn why a unified front is key to delivering a personalized and effective engagement strategy that resonates with buyers at all stages, especially crucial decision-makers.

Things to listen for:

00:00 Experienced tech sales and marketing professional in SF.

06:12 Understanding the B2B buying process is crucial.

07:02 Understanding B2B buying: complex, group-oriented decisions.

13:21 Doubtful buyers seem set on initial requirements.

15:19 Sales reps' perspectives are important for strategy.

18:14 Effective sales strategy requires clear account focus.

21:51 Addressing buyer persona challenges with relevant content.

24:10 Syncing marketing and sales with technology is critical.

27:18 Study finds adding vendors increases buying team workload.

31:25 Focus on key vendors for early prospects.

34:41 Kerry doesn’t care much for curling.

Resources:

Check out the full research report: https://6sense.com/report/buyer-experience