B2B Buyer Intelligence

Overview

Enterprise software buyers are changing how they evaluate vendors.

They are researching earlier than before, involving more stakeholders earlier in the process, and looking for stronger evidence before they speak with sales.

For B2B tech marketers, this changes the role of marketing.

Campaigns can no longer just create awareness and push leads into the funnel. They now need to help buyers understand the problem, align the buying group, compare options and reduce perceived risk before the first sales conversation happens.

This Factor webinar will unpack what has changed in enterprise buying, what IT, Data, Finance and Security buyers need now, and how marketers can adapt their campaigns, content and ABM strategy around the way software decisions are being made today.

What attendees will learn

How enterprise buyers are evaluating software differently now compared with previous buying cycles

What buyers need before they agree to engage with vendors today

How IT, Data, Finance and Security buyers are shaping the shortlist now versus before

Why buying committees are stalling more often, even when the problem is real

What content helps buyers build consensus internally in the current market

How to risk-proof messaging around security, integration, ROI and implementation

How buyer signals can improve ABM, website messaging, sales enablement and pipeline quality now

What to expect

• Led by 324+ Enterprise Surveys GTM Advice
• Selling to IT, Security, Data, Finance Buyer Intelligence
• Mandates in FY26-27 C-Suite
• Tech Marketers 150+

What we will cover

• What's evaluation changed to? How enterprise buyers are evaluating software differently now compared with previous buying cycles
• The pre-engagement research What buyers need before they agree to engage with vendors today
• The current committee approach How IT, Data, Finance and Security buyers are shaping the shortlist now versus before
• Your GTM content What content helps buyers build consensus internally in the current market
• Your ABM Strategy How buyer signals can improve ABM, website messaging, sales enablement and pipeline quality now

Agenda

• 11:00 am What has changed in enterprise software buying(End-to-End Application and Data Protection for AI) How buyers are researching, comparing and shortlisting differently now. We’ll unpack the move toward self-directed research, later vendor engagement and more internal comparison before buyers raise their hand.
• 11:10 am Why the buying group matters more than the champion(End-to-End Application and Data Protection for AI) How IT, Data, Finance and Security are influencing decisions earlier than before. This section shows why messaging can’t rely on one persona and how marketers need to support multiple stakeholders with different risk, value and implementation concerns.
• 11:20 am What buyers need before they speak to you or your sales team(End-to-End Application and Data Protection for AI) The evidence, framing and internal alignment buyers now need before vendor engagement. We’ll cover the content and proof points that help buyers justify why the problem matters, why now and why a solution should be considered.
• 11:25 am Why buying committees stall(End-to-End Application and Data Protection for AI) Where consensus breaks down and what marketing can do to support the decision. This section looks at the common points where enterprise buyers lose momentum, from unclear business value to perceived implementation risk and stakeholder misalignment.
• 11:35 am How marketers should respond(End-to-End Application and Data Protection for AI) How to adapt ABM, content, website messaging and sales enablement around current buyer behaviour. We’ll translate the buyer shifts into practical GTM moves marketers can apply across campaigns, landing pages, nurture, sales enablement and account prioritisation.
• 11:45 am Inside the Buying Committee: How Enterprise Software Decisions Are Made Now(End-to-End Application and Data Protection for AI) A live 20-minute executive panel with buyer-side leaders from Westpac, Woolworths/Coles, Transurban and TEG unpacking how software decisions are being made now, what slows buying groups down and what vendors need to prove before a deal moves.

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