n this episode of 'That's What I Call Marketing,' host Conor Byrne sits down with Andrew Haussegger Co-Founder of Green Hat to talk about their recent research report The APAC B2B Buyer Journey Research Report https://green-hat.com.au/b2b-report This report has findings that should transform the way you think about your B2B Marketing and it is not just a report for APAC, it is not just a report for Marketing - this is something that your CEO, CRO need to pay attention to. Because the way we are set up for B2B right now is flawed. Tune in to this episode to find out why and what you need to do to get it right. You will learn about the failure of MQLs, why the buyer has even more power, how 73% of the buying journey is done before the engage with your sales team, the 'dark funnel, the role of solution buyers versus process buyers within organisations and how marketing strategies must adapt, the new evolving role of sales teams and why you need to think about the value you create and free the content. This is a not to be missed episode, it will change how you think. 00:31 Overview of Green Hat 03:02 The Importance of B2B Marketing 04:22 Research Insights 06:10 Shifting Balance of Power in B2B 09:53 Understanding the Buying Process 23:17 Reputation Building and Hidden Process Bias 23:24 The Case for Ungating Content 23:55 Leveraging First and Third Party Data 27:22 Rethinking MQLs and Metrics 32:59 The Evolving Role of Sales 42:27 What can you do now! Get in touch https://www.thatswhaticallmarketing.com/sponsor Check out Conor Byrne https://www.linkedin.com/in/conorbyrne/ Hosted on Acast. See acast.com/privacy for more information.