Join Ruth Stevens, a B2B consultant, educator, and writer, as she explores the changing world of B2B buying and the critical role of integrating sales and marketing with AI advancements. Ruth breaks down the complexity of B2B buying processes, emphasizing the importance of understanding buying groups and individual roles within them, such as end-users and specifiers. She discusses how Martech tools are reshaping the identification of key decision-makers and influencing the buying journey from need identification to final selection. Ruth also addresses the evolving relationship between sales and marketing, highlighting the significance of customer experience and digital transactions in today's market. Tune in for a concise yet comprehensive look at the future of B2B buying, where AI plays a pivotal role in both sales and marketing.

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