Today’s Evolving B2B Buyer: How to Deliver B2B Research that Drives Tomorrow’s Outcomes

The stakes have never been higher for B2B organizations. Buyers are considering more vendors, taking longer to make decisions, and expecting more from their experiences. Still, many B2B buyers feel unheard — and that’s a gap researchers are uniquely positioned to close.

Join Greenbook, along with B2B International, a MerkleCompany, as they share new insights from the world’s largest study of B2B buyers, alongside findings from their global survey of CMOs. You’ll get a fresh look at what matters most to buyers today and what that means for researchers looking to deliver work that drives business outcomes.

You’ll gain practical takeaways on what makes B2B research effective, how to frame insights for impact, and ways to support strategic decisions across marketing, brand, and experience.

If you’re navigating increased complexity or pressure to show value, this session will help you reframe your approach and move your work further. 

What You’ll Learn:

• Practical guidance on what makes B2B research successful.
• The latest insights into B2B buyers and marketers — and what they mean for today’s organizations. 
• How B2B research drives outcomes, from brand strategy to experience transformation.