Emma and Ruta discuss the importance of buyer experience in B2B marketing. They highlight the challenges in prioritising buyer experience, such as the self-centered B2B sales approach and the focus on the wrong conversion rate levers. 

The conversation also explores the disconnect between company messaging and customer needs, as well as the lack of collaboration between marketing and product teams. Ruta and Emma highlight the need for companies to focus on buyer experience in order to stay competitive and avoid potential business failure. 

Takeaways

• Prioritising buyer experience is crucial in B2B marketing.
• Bad buyer experiences have a negative impact on advocacy and do lead to lost sales.
• Collaboration between marketing and product teams is essential in improving buyer experience.
• Building relationships and trust with buyers is key to a successful buyer experience. Prioritising buyer experience is crucial for companies to stay competitive and avoid potential business failure.
• Standing out in a saturated tech market requires providing an exceptional buying experience.
• Tracking metrics that align with buyer experience is essential for understanding and improving it.
• Companies can improve buyer experience by focusing on categories such as understanding, trust, speed, friction, and future-proofing.

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