That's What I Call Marketing S3 Ep39: The B2B Power Shift & What Marketers Must Do with Andrew Haussegger
n this episode of 'That's What I Call Marketing,' host Conor Byrne sits down with Andrew Haussegger Co-Founder of Green Hat to talk about their recent research report The APAC B2B Buyer Journey Research Report https://green-hat.com.au/b2b-report
This report has findings that should transform the way you think about your B2B Marketing and it is not just a report for APAC, it is not just a report for Marketing - this is something that your CEO, CRO need to pay attention to. Because the way we are set up for B2B right now is flawed.
Tune in to this episode to find out why and what you need to do to get it right. You will learn about the failure of MQLs, why the buyer has even more power, how 73% of the buying journey is done before the engage with your sales team, the 'dark funnel, the role of solution buyers versus process buyers within organisations and how marketing strategies must adapt, the new evolving role of sales teams and why you need to think about the value you create and free the content.
This is a not to be missed episode, it will change how you think.
00:31 Overview of Green Hat
03:02 The Importance of B2B Marketing
04:22 Research Insights
06:10 Shifting Balance of Power in B2B
09:53 Understanding the Buying Process
23:17 Reputation Building and Hidden Process Bias
23:24 The Case for Ungating Content
23:55 Leveraging First and Third Party Data
27:22 Rethinking MQLs and Metrics
32:59 The Evolving Role of Sales
42:27 What can you do now!
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