Why Marketers Need to Understand the Complexity of Modern Decision-Making, with Will Brookes, CEO of Raconteur

B2B Marketing: The Provocative Truth · Nov 23, 2022 · 26m

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Will Brookes to discuss what marketers need to know about how their potential clients make decisions.

Marketers often focus on singular audiences: the very people who would benefit from what they’re selling. However, it seems as though they are quite naive in their understanding of how their prospective clients’ decisions are made. In B2B especially, it’s not as simple as targeting a specific individual; the buying process involves stakeholders, other business leaders, and so on. With the buyer journey being so…