How to Master Buying Groups
and Brand Discoverability
to Accelerate Pipeline
In collaboration with
Speakers:
Allyson Havener
CMO
Victoria Albert
VP Marketing
Scott Vaughan
GTM Executive and Advisor
to CXOs & Teams
Session overview:
B2B buyers are more self-directed, informed, and skeptical than ever. However, most B2B strategies still follow the same outdated playbook—prioritizing prospective buyers at the bottom of the funnel and neglecting investing in building brand or discoverability.
In this webcast, in collaboration with TrustRadius, we explore the new realities of the B2B buyer, how they search for solutions, shortlist vendor options, and what truly influences their buying decisions in the age of AI.
Discover how leading brands are reshaping their approach to create meaningful buyer experiences that secure demand early in the buyer’s journey.
This webcast covers:
- Why marketing strategies are disconnected from modern buying groups
- How to orchestrate discoverability and brand preference in a buyer-led world
- Why buyer enablement outperforms sales outreach —and how to operationalize it
- Actionable strategies for building trust, earning a spot on the buyer shortlist, and driving pipeline
Join INFUSE and TrustRadius experts for a bold, practical session packed with real-world data insights and how to adopt the new buyer playbook.
00:00 – Introductions & the evolution of the independent buyer
15:12 – The role of brand marketing in the buyer’s journey
23:01 – Building credibility and discoverability with authentic voices
37:25 – How to align with buyer research preferences in the AI era
36:42 – The new blueprint for buying group enablement
