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

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During this C-Suite Exchange, we'll 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.

“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% 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.

This discussion will empower senior marketing leaders to rethink GTM strategies, refine their engagement models and stay ahead of buyer needs and competitors.

Event details: 

📍 Location: Virtual event
🗓 Date: 17th September 2025
🕛 Time: 1 - 2 PM BST
👤 Host: Doug Drinkwater, Editorial and Strategy Director, HotTopics

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