Chris joined Jared Fuller and Isaac Morehouse on the Nearbound Podcast to dive into the modern landscape of B2B Go-To-Market. As an expert in go-to-market strategies and digital demand, Chris brings to light the evolution of buyer behavior, the growing importance of trust, and the dynamics between traditional and contemporary marketing techniques. Our conversation delves deep into how B2B companies can navigate and capitalize on these changes for optimal growth and customer acquisition.

The episode uncovers the shift from a “how economy” to a “who economy,” emphasizing the relevance of trust and relationships over mere information overload. Chris elaborates on the significance of understanding how buyers source their insights and make purchasing decisions, highlighting the role of key opinion leaders, evangelists, and influencers in shaping buyer preferences. Furthermore, the discussion challenges conventional marketing metrics, advocating for a paradigm shift in attribution models to truly capture the impactful touchpoints in a customer's journey.