The State of Software Buying: From SMB to Enterprise with G2's CMO

A talk by Amanda Malko
CMO, G2

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About this talk

Today’s software buyers possess consumer expectations. They are conducting more independent research and move quickly through the buying process, making the buying cycle shorter than ever. The growing consumerization of software buying presents new opportunities for software marketers and salespeople alike.

G2 CMO Amanda Malko will discuss findings from the software marketplace’s annual buyer behavior study, which details buyer behavior and trends across SMB, mid-market and enterprise buyers represented on G2.com. Amanda will unveil the data and discuss these new findings: - How to adapt the marketing playbook when buyers are in the driver's seat - Why sales and marketing teams must focus on education before selling. - How software buying is evolving to be a team sport - How the influx of new products and resources makes trust more difficult to establish, while expectations for software companies remain high.

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