In this insightful talk, Jadis Tillery shares her approach to navigating complex B2B transformations by focusing on understanding the entire buying committee. Drawing on her extensive experience across various sectors, Jadis highlights the importance of not just knowing your ideal client profile but diving deeper into the nuances of your customer personas.

In this episode, Marcus Sheridan delivers a powerful message on the common misconception of being "customer-obsessed" in today's business landscape. While many companies claim to prioritise their customers, Marcus challenges this notion by revealing that most organisations, particularly in their sales and marketing efforts, fall short of truly addressing what buyers need. Drawing from his book, he introduces the "Big Five" – the key topics every buyer researches before making a decision: cost, problems, comparisons, reviews, and best options.

Jonathan Connor, Marketing Manager at NVIDIA, explains the cultural nuances when entering new markets - "Straightforward translation really doesn't cut the mustard".

It's not an automatic win when a well-established brand like Maersk or Adobe diversifies into new markets or categories. David and Mariette highlight the importance of foundational research in understanding the landscape, identifying the players, and pinpointing where you can succeed. Without that groundwork, even big brands can stumble.