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UID:987509635-20260311T114500Z@b2bmarketing.exchange
DTSTAMP:20260610T220242Z
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SUMMARY:Solving the Buyability Problem: The Hidden Friction Inside B2B Buying
DESCRIPTION:In complex B2B markets\, the biggest threat to growth is not competition. It is no decision.\nAs buying groups expand and scrutiny increases\, marketers face a new challenge: it is no longer enough to generate demand. We must generate collective confidence.\nFrom LinkedIn’s vantage point across millions of B2B interactions\, a clear pattern has emerged. Deals stall not because interest is absent\, but because buying groups struggle to align around a decision they feel safe defending.\nThis session introduces Buyability: how easy you make it for a group to say yes without risking their credibility.\nDrawing on research conducted with Bain &amp\; Company\, this talk outlines the five sources of Buyability friction. Attendees will learn how marketing influences each of these forces long before a deal reaches late-stage review.\nYou will leave with a practical framework for designing programs\, messaging\, and proof strategies that increase decision confidence across the entire buying committee\, not just your champion.
LOCATION:Breakout 2: Luna 4
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