Decoding B2B buyer complexity: CMO strategies for the tech industry

C-suite Exchange: How tech CMOs can align with sales, adapt to buyer behaviour, and lead through complexity

In partnership with 

“Too often we lead with numbers—MQLs, reach, conversion rates…But when we talk to the CRO, we need to lead with people: personas, deals, specific accounts we’ve influenced. That’s how you show we’re moving the needle.” CMO, B2B tech

B2b tech buying has become increasingly complex and unwieldy... 

Nearly 50 percent of B2B buying can involve anywhere from eight to 20 stakeholders, each bringing their own unique priorities and extending the time-to-purchase. This fast-changing landscape is forcing CMOs to rethink how they approach buyers, and balance innovation and data fluency with cross-functional leadership and marketing teams which are able to keep pace with an evolving marketplace.

During this C-Suite Exchange, we explore how shifting buyer habits, new market pressures and advances in technology are changing the B2B landscape. Diving into key strategies like multi-threaded selling and persona coverage in the age of AI, we’ll uncover actionable insights to help CMOs meet buyer needs with speed, precision and vision.

What to expect:

• A straight-talking conversation between tech CMOs and CROs on what really drives growth
• Insights on aligning marketing with sales—less talk about MQLs, more about real deals and real people
• Practical strategies for adapting to today’s complex B2B buying journeys (think: 8+ stakeholders, longer cycles
• How to lead through change—using AI, data, and cross-functional leadership to stay ahead of the market
• Real-world tactics like multi-threaded selling and persona coverage to sharpen your GTM approach
  
  

Event details: 

📍 Location: Virtual event
🗓 Date: 17th September 2025
🕛 Time: 1 - 2 PM BST
👤 Hosts: Doug Drinkwater, Editorial and Strategy Director, HotTopics and Alicia Hale, Growth at Demandbase

Meet the speaker:

Alicia Hale, Growth Lead at Demandbase

Alicia is a two-time CMO and experienced marketing leader with a background spanning healthcare and tech. She’s known for driving growth across brand, demand and product—and brings practical insight into what it takes to lead modern marketing teams in complex markets.

Apply to join:

This discussion will empower senior marketing leaders to rethink GTM strategies, refine their engagement models and stay ahead of buyer needs and competitors. To register, simply fill out the form below