In this episode of B2B Marketing: The Provocative Truth, Benedict talks to Melton Littlepage about how the B2B buying journey is evolving, and how businesses can adapt to a new era. Buyers have more control over the process than ever before, and they could possibly go through the whole process without ever interfacing with the seller. Because of this and the buyer journey in B2B is so much more complicated than in B2C, marketers are discouraged from taking risks. But a new era is already here. So how can marketers recognise the new era of the B2B buyer journey, and how does the role of the B2B marketer need to change? Melton Littlepage is the CMO at Outreach, and he has over 20 years of experience with a proven track record of generating growth in SaaS businesses and leading teams around the world. Prior to joining Outreach, Melton served as the Senior VP of Marketing at Tenable and New Relic, Inc. as well as the CMO at Schoology. He has also held several positions at SAP Concur, including VP Global Marketing. You can find Melton Littlepage on Linkedin. You can watch full video versions of the podcast on our YouTube channel. Ready to provoke the truth? Get in touch at alan-agency.com. Hosted on Acast. See acast.com/privacy for more information.