Navigating the Buyer-
Led Era: How Marketers
Can Stay Ahead

Today’s B2B marketing leaders face transformed market and buyer realities—where influence, not access, defines success. Buying groups have replaced individual decision makers. AI is accelerating discovery, raising buyer expectations for personalized, trustworthy content and compelling experiences.

Despite increasing awareness of buyer-led dynamics and the rise of the dark funnel, many GTM strategies remain anchored in outdated models. Buyers explore, validate, and compare on their own terms for up to 70% of their buying journey (6sense, 2024) — highlighting the need to secure a spot on their vendor consideration list early. 

In this session, in collaboration with onebite, B2B leaders Kiri Craig, Jason Cunliffe, and Natasha Matthewman share a pragmatic framework for aligning marketing strategies to today’s buyer-led dynamics.

This webcast covers:

• How the shift from individual decision makers to dynamic buying groups is reshaping the role of marketers
• How to meet buyers early in their journey with value-driven messaging
• The impact of GenAI on buyer decisions and the production of demand content
• How to break through the noise with intelligence-based content that earns trust, reduces risk, and enables the buyer consideration process

Join onebite and INFUSE experts to explore how marketers can act as the enablers of buyer confidence, internal alignment, and business value to support demand outcomes.