432: Master B2B Buying Mayhem

B2B buying has never been more complicated—or more critical for marketers to master. In this episode, Drew Neisser is joined by Dave Frankland, Forrester's VP Research Director, for a sneak peek at Forrester's 2025 B2B Summit and the theme of "Master Buying Mayhem." Together, they explore the ever-evolving dynamics of buyer groups, self-service trends, and the growing influence of generative AI in the B2B landscape. In this episode: Navigating Buyer Complexity: Learn how to effectively engage the 20+ people who influence B2B buying decisions, including internal and external stakeholders. Elevating customer success: Discover how aligning promise-makers (sales) with promise-keepers (customer success) can drive loyalty and advocacy, even for unhappy customers. Transforming revenue processes: Discover how companies like Siemens and Reltio streamlined buying journeys and aligned teams for a customer-first approach. Self-serve buying journeys: Explore how the rise of self-service is reshaping traditional sales and marketing strategies—and what you can do to stay ahead. Tune in for actionable insights and frameworks that can help B2B marketers thrive amidst the chaos—and walk away ready to tame the buyer mayhem in your own organization. And if you like what you hear, make sure you register for Forrester's 2025 B2B Summit in Phoenix (March 31-April 3, 2025)! Why you should go: Best-in-class case studies: Showcasing Return on Integration and Program of the Year award winners on the main stage Increased interactivity: Expect more roundtables and workshops than presentations, designed to foster collaboration, peer discussion, and actionable takeaways. Hands-on planning: Leave with a Plan on a Page or an assessment to identify your strengths and where to focus for improvement. Cross-functional focus: A unique opportunity to collaborate not just with marketing peers but also with sales, product, and customer success teams to align GTM strategies. One-on-one analyst sessions: Personalized insights from Forrester experts, tailored to your organization's challenges and opportunities. Exclusive leadership exchange: Invite-only sessions for C-level executives, with opportunities to tackle strategic challenges in a private, focused environment. Vision meets practicality: Gain forward-looking insights about where B2B is headed, paired with tangible next steps to implement immediately. For full show notes and transcripts, visit https://renegademarketing.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/