B2B technology buyers are on the hook to prove the value of new technology up front to a growing number of C-Suite execs on the buying committee. In 2023, 43% of buyers reported needing more information to justify tech spending. So they’ve turned to their peers, are seeking hands-on experience with a product, and are relying more on their own prior experience than ever before.
Discover the buying trends shaping today’s market and how GTM teams can adapt using multi-threaded sales by connecting with multiple members of a buying committee, while leveraging job transitions to find warm paths into ideal accounts. This episode with Trinity Nguyen, UserGem’s VP of Marketing, and Allyson Havener, TrustRadius’ VP of Marketing, is a must-see for marketers responsible for driving demand for their organizations.
Topics include:
- Insights into the evolving dynamics of the B2B buying process
- How risk aversion and reliance on past experiences are driving decision-making
- How to navigate multi-faceted buying committees, especially with increased C-Suite involvement
- How to increase win rates and close bigger deals through enhanced relationship intelligence
Our Speakers
Trinity Nguyen
VP of Marketing and Account Development, UserGems
Trinity is a B2B marketer passionate about go-to-market strategy, product marketing, account-based marketing, and revenue alignment. She is currently leading marketing and sales development at UserGems — software that helps companies boost their pipeline and reduce their churn by monitoring job changes of their most valuable buyers and automating the next steps.
Allyson Havener
VP of Marketing, TrustRadius
Allyson leads the marketing strategy at TrustRadius across all functions including demand gen, PR, product, and partner marketing. She’s driven to establish TrustRadius as the platform where buying decisions are made. Allyson brings experience and expertise in hyper growth marketing from previous roles at LiveRamp, an enterprise SaaS company. In her spare time she teaches yoga and finds anything to do outdoors. Allyson was also a ballerina in Dubai and graduated from University of California, Santa Cruz.
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