Understanding Buyer Needs in the Evolving B2B Tech Landscape

At the Signal-Based Marketing Summit, Dave Elkington shared insights from a recent ERI study, diving into GTM tech buying patterns, predicting trends, and more.

"How many marketers and salespeople don't read the room? They just sell what they want to sell. You have to listen to the buyers. You have to listen to their digital signals. You have to listen and engage in the way they want you to engage."

Key insights:

• The current selling environment for go-to-market tools is highly challenging, with CEOs describing it as one of the most difficult they've experienced. This is primarily due to the risk-averse behavior of buyers and their focus on small-scale trials rather than large investments.  
  
• After a period of economic uncertainty, companies are expressing confidence and a newfound optimism in the market and increasing their go-to-market budgets.
• To succeed in this evolving B2B landscape, companies must adapt their sales and marketing strategies. To create a seamless buyer experience, sellers should:
  • Provide flexible solutions and pricing to accommodate smaller purchases.
  • Demonstrate value quickly to meet shorter buying cycles.
  • Align Sales and Marketing