Inbound Demand Generation & Adapting to Changing B2B Buyer Trends

Phil Vallender, Director of Blend Marketing, joins the show to discuss changing B2B buyer preferences and his team’s method for adapting. As Phil notes, buyers are attempting to remain as anonymous as possible, with a strong partiality for data privacy, the avoidance of cold calls and spam messages, and a general disinterest in a seller’s “lead nurturing events”. Phil offers his read on changing preferences and what his team does to enable buyers to self-serve through the buyer’s journey and what this means for his team’s GTM and approach to inbound for themselves and their clients—a strategy he’s coined “inbound demand generation”. Phil explains inbound demand generation at the tactical level and what it means for the deployment of HubSpot and the associated strategies executed within. Specifically, Phil shares how the HubSpot CMS can be such an impactful tool to account for, and align with, this shift to yield positive results.