Cultivating Change-Ready B2B Buyers

In this episode, Gartner experts Sharon Cantor Ceurvorst and Alexandra Bellis discuss how successful B2B CMOs expand their focus from helping buyers buy to helping buyers manage change. This approach breaks through customers’ uncertainty and builds their confidence to buy and change with you. The discussion includes how to segment your buyers using Gartner’s change readiness profiles.

Sharon Cantor Ceurvorst is a VP of research in the Gartner Marketing practice, finding new ways of solving B2B and B2C strategic marketing challenges. Her role involves setting annual research agendas and harnessing the collective expertise of marketing analysts and research methodologists to generate actionable insights.

Alexandra Bellis, Ph.D. is a director of quantitative analytics and data science on the Gartner for Marketing Leaders' Quantitative Innovation Advanced Analytics team. In this role, she primarily focuses on survey data collection and analysis for the Marketing and Communications Peer and Practitioner Research teams.

Disclaimer: Gartner is an impartial, independent analyst of the Information Technology industry. All content provided by other speakers is expressly the views of those speakers and their enterprises. The information should not be construed as a Gartner endorsement of said enterprise’s products or services.