Busting B2B
Buyer-Seller Myths

The B2B buying-selling process has forever changed. Today’s buyers expect vendors to meet them on their terms and deliver personalized, value-first experiences.

Despite recent research insights on buying group interactions, self-serve preferences, and the expectations buyers have for experiences with vendors, many strategies remain outdated. GTM teams find themselves stuck in a rut, executing sales-first playbooks and uninspiring marketing programs focused on chasing prospects to fuel sales efforts.

In this session, in collaboration with 6sense, B2B marketing leaders Kerry Cunningham, Scott Vaughan, and Victoria Albert go myth-busting—breaking down the most common misconceptions surrounding modern B2B buying behavior and exploring how to align with today’s buyer reality.

This webcast explores:

• The buyer-seller myths and misperceptions blocking GTM teams from driving performance
• Actionable strategies and tactics integral to delivering buyer enablement
• Why brand, bias, and buyer preferences matter long before demand is secured
• Data insights to fuel the development of strategies that are synchronized
  with buyer needs and habits

Join INFUSE and 6sense experts for a myth-busting session that trades outdated assumptions
for a playbook built to drive real outcomes.