The new B2B reality, and how to adjust your strategy to win complex deals.
Live Webinar
Inside modern B2B buying: How decisions really get made
Kit Smith
Content & SEO Manager
Steve Harlow
Chief Sales Officer
Carmen Pashen
Marketing Delivery Manager
Thursday 12th February at 3pm (GMT) / 10am (EST)
Details
B2B buying has changed. Most outreach has not.
Modern B2B decisions are made by committees, not individuals. Research is self-directed.
Buyers are informed long before sales are involved. And many of the most influential people in the decision never engage directly at all.
In this session, we’ll break down how B2B decisions are really made today and the psychology behind stalled deals. Drawing on original research, buyer surveys, and large-scale campaign data from our latest State of Prospecting whitepaper, we’ll explore what needs to change if you want deals to keep moving in 2026.
What we’ll cover
- How modern buying groups form and align inside complex organisations
- Why the “single decision-maker” is a myth, and how it quietly stalls deals
- How buyer-led, self-directed journeys change the role of sales and marketing
- Why multi-threaded, account-based engagement is no longer optional
- How relevance and credibility cut through noise when buyers are already informed
- Why consistency and visibility matter more than perfect timing
What you’ll take away
- A clear understanding of the groups involved in B2B buying decisions
- How to engage the full buying group, not just the most visible contact
- Why messaging must shift from educating buyers to validating their research
- How risk, trust, and internal consensus shape modern B2B decisions
- A clear framework for coverage, relevance, and consistency in outreach
Register now
You are four little boxes away from registering for a life-changing webinar. Take the plunge!
Who should attend?
Sales leaders looking to improve deal velocity and reduce stalled pipeline
Founders and business owners building a scalable, reliable sales engine
Marketing teams responsible for supporting complex, multi-stakeholder deals
Anyone frustrated by strong early engagement that never turns into a decision
Don’t let your outreach fall short of the empowered buyer’s expectations. The playbook has changed. Secure your spot now and start driving results in 2026.