How to Win the 60% of Deals You’re Losing Without Knowing It

from Marketing in the Madness · host Marketing in the Madness

Most B2B marketers are missing their biggest growth opportunity and it’s hiding in plain sight. At our Marketing in the Madness Live anti-conference, Jennifer Shaw-Sweet, EMEA Lead at LinkedIn’s B2B Institute, breaks down the “Hidden Buyer Gap” - why 40–60% of deals never close, how to reach the decision-makers you’ve been ignoring, and why brand fame still wins in a world obsessed with clicks. From the psychology of The Bachelor to the “Circles of Doom” that show how marketing and sales fall out of sync, this talk is a masterclass in how to think differently, act smarter, and make marketing the true engine of growth in your business Follow us for upcoming talks from the world’s biggest brands and boldest thinkers. Jennifer Shaw-Sweet https://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/ Katie Street https://www.linkedin.com/in/katiestreet/ Marketing in the Madness https://www.linkedin.com/company/marketing-in-the-madness-podcast/ https://www.instagram.com/marketinginthemadness/ Street Agency https://www.linkedin.com/company/streetagency/ https://www.instagram.com/street.agency/

What this episode covers

Most B2B marketers are missing their biggest growth opportunity and it’s hiding in plain sight. At our Marketing in the Madness Live anti-conference, Jennifer Shaw-Sweet, EMEA Lead at LinkedIn’s B2B Institute, breaks down the “Hidden Buyer Gap” - why 40–60% of deals never close, how to reach the decision-makers you’ve been ignoring, and why brand fame still wins in a world obsessed with clicks. From the psychology of The Bachelor to the “Circles of Doom” that show how marketing and sales fall out of sync, this talk is a masterclass in how to think differently, act smarter, and make marketing the true engine of growth in your business Follow us for upcoming talks from the world’s biggest brands and boldest thinkers. Jennifer Shaw-Sweethttps://www.linkedin.com/in/jennifer-shaw-sweet-7134a56/ Katie Streethttps://www.linkedin.com/in/katiestreet/ Marketing in the Madnesshttps://www.linkedin.com/company/marketing-in-the-madness-podcast/https://www.instagram.com/marketinginthemadness/ Street Agencyhttps://www.linkedin.com/company/streetagency/https://www.instagram.com/street.agency/

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How to Win the 60% of Deals You’re Losing Without Knowing It

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This episode is 30 minutes long.

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This episode was published on November 11, 2025.

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