4/74
  • Pages
  • Editions
01 Cover
02 Contents
03 Introduction
04 Thoughts from the CEO
05 Survey Poll Results
06 Market Views
07 James McCormick
08 Suresh Balasubramanian
09 John Steinert
10 Melissa Alonso
11 Trinity Nguyen
12 Peter Isaacson
13 Kay Kienast
14 Nick Panayi
15 Juliana Pereira
16 Kacyn Goranson
17 Andrea Palten
18 Paige Asady
19 Lara Daniel
20 Kevin Alansky
21 Leslie Murdock
22 Leela Gill
23 Ellie Ahmadi
24 Josh Linard
25 Heather Larrabee
26 Joseph Lee
27 Erin Marks
28 Kenneth Dec
29 Lisa Viselli
30 Carla Sierra Fitzgerald
31 Randy Latimer
32 Rosina Feser
33 Rohit Wadhwa
34 Aash Sood
35 Gloria Zhu
36 Prash Shenoy
37 Dana Salman
38 Sidi Saliu
39 Avi Bhatnagar
40 Harsha Kotikela
41 Jeff Platon
42 MJ Patent
43 Jake Knight
44 Vicky Cunningham
45 Chris Collier
46 Payal Mathur
47 Jayashree Rajan
48 Seth Steinman
49 Michael Baer
50 Shaleen Dhrobra
51 Carmen Goldstein
52 Chris Leger
53 Joe Bresler
54 Moira Van den Akker
55 Matt Hummel
56 Rusty Bishop
57 Stephen O'Brien
58 Anastasia Shegidevich
59 Andrew Davies
60 Diana Henderson
61 HiIlary Oliver
62 Katie Draper
63 Kevin Rippon
64 Olusegun Ekundayo
65 Laurence Baker
66 Annie Wissner
67 Melissa Liedkie
68 Josh Harris
69 Wayne Gratton
70 Rich Smith
71 Three Tips
72 A Brief Exploration
73 About Network Sunday
74 About TechPros.io

Tim Bond

Thoughts from the CEO


It’s been six months since we conducted our last MarketView poll of the B2B buying lifecycle, and the evolving role of human engagement within it and, even in that short space of time, a lot has changed.

AI buyer research aids

ChatGPT and equivalent tools have come in as a new aid to so many of us, promising the ability to condense a lot of material into quick summaries, for instance. As ever, though, such developments should be viewed with caution. AI-based content digests are all well and good if the context is carefully vetted. Yet, even if the fluency of the reported ‘results’ seems enticing, repetition might cause some findings to feature more heavily than subtler but potentially important themes. So relying on time-saving aids alone is risky.

Having said that, I used ChatGPT to digest and summarize the key findings from across the 60 interviews we conducted for this latest MarketView publication. We’ve included the output, categorized into 3 categories with key bullets underneath each, as key takeaways at the end of this report – you can make your own mind up about how well the AI tool did at distilling the most important themes.

Over the following pages, you’ll see a whole raft of reflections emerge – the diverse mix of B2B sales and marketing leaders who’ve contributed from North America and the UK this time have been particularly thoughtful in their feedback and ideas, together providing rich food for thought.

Personalization, authenticity & collaboration

For me, the themes of personalization at scale, the need for authenticity, relevance, and deeper engagement with buyers through innovative and value-adding marketing initiatives come through especially loud and clear. My favorite quote comes from Michael Baer (No.43) "Millennials don't hate marketing, they hate irrelevance and annoyance. Relevance is about understanding my challenges and needs and providing content that speaks to that – if you can’t do that, it doesn’t matter if you’re entertaining or providing an experience, you’ll still be irrelevant."

There are two specific actions we’ve taken at Network Sunday to meet B2B brands in their own journeys to engage prospects in new ways. One is to launch a B2B Customer Acquisition Guild forum (please join us), as a CMO community, where our own clients and interview and event participants can start conversations and share insights with their peers. That’s as first-generation business social networks, like LinkedIn, lose their value for authentic networking (beyond recruitment and advertising) and become more of a mindless scrolling platform.

The other is our weekly new, ‘Challenge Forum’ virtual roundtables and podcast, which address a real enterprise marketing challenge currently facing one of the five participants. The other participants each give their advice after discussing the challenge in detail and all participants are interviewed for a Podcast episode the following week. If you are interested in getting involved register at our event experiences page.

The evolving role of events comes out strongly in the current MarketView survey, too. Emerging approaches involve much more creative forms of participant engagement, from before the event (asking them for topics/themes/challenges to table) right through to post-event opportunities for continued engagement. That’s something we’ve been actively engaged with recently, linked to the recent in-person SAP Sapphire trade show, for one of SAP’s partners.

Now that the post-pandemic panic has eased, and marketers and sales leads are finding new sources of creativity and innovation to insert human value and augment and enhance their digital buyer journeys, there is much to be inspired and excited by. We’re confident you’ll feel the same as you survey the latest themes over the following pages.

Thanks again to all the participants who took the time to take the interview and speak with my colleague Simon Warman-Freed, and also to the growing number of you getting involved in our follow on events and podcasts.

I have no doubt that reading through all 63 market views will be a good use of time, perhaps when you're traveling next!

All of this is second nature at Network Sunday. To discover more about the sophisticated range of levers we employ to engage B2B buyers and add value for them from the earliest stage of the lead generation and development cycle, why not reach out?

Up next:

Survey Poll Results

Keep reading →

Share this page