In this episode of B2B Marketing Futures, B2B marketing leaders explore how buying committees form and make decisions long before prospects identify themselves, and what marketers can do to influence buyers throughout increasingly fragmented and self-directed journeys.
The conversation examines the “dark funnel” , from peer recommendations, communities, review sites, events and AI assistants, and explores how marketers can remain relevant across diverse buying committees.
Participants: Lorenza Fedele, Global Digital Marketing Manager at ABB.
Nicole Mills, Sr. Director of Demand Generation at Algolia
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