Market studies tell us that the buyer has completed ~70% of their buying process before engaging the seller. And even when they do engage, 84% of the time the buyer will select one of the brands that was front-of-mind when they commenced their buying journey.

So a key challenge for us as B2B marketers is finding those ‘invisible’ buyers who are researching the problem that you solve. In this webinar, we will discuss how we can put a spotlight on this ‘Dark Funnel’.

Our speakers bring a wealth of experience in this topic:

• Kerry Cunningham - Head of Research and Thought Leadership at 6sense and ex VP/Principal Analyst at Forrester. Kerry has authored and co-authored a wide range of models and frameworks for SiriusDecisions and Forrester (including the B2B Revenue Waterfall) and is regular keynote speaker on the B2B conference speaking circuit.
• Malte Weyhe – Head of ABM at Green Hat and ex Global Head of ABM at Korn Ferry. Malte advises key clients at Green Hat including Workday, NEXTDC and Grant Thornton on strategic application of account-based and intent-driven B2B marketing.

Date: Wednesday 20 March 2024
Time: 12pm AEDT 9am SGT

Who should attend? B2B Sales and Marketing leaders including CMO, CRO, Head of Sales, Digital marketing leads, Demand-Gen leads. Anyone wanting to improve targeting of buyers ‘in market’ using the latest martech, data and process design.

Key Takeaways

• Build your Ideal Customer Profile (ICP) with the right target accounts
• Identify the 5%-10% of accounts in your ICP that are likely to buy
• Refocus your budget spend to optimise pipeline and revenue outcomes