The Gartner Sales Podcast

The Emotional B2B Buying Journey


Listen Later

Sales leaders prioritize meeting buyer expectations but often fail to account for the underlying element affecting most major purchases: emotions. In this episode, hosts Billy Luckey and Betsy Gregory-Hosler sit down with Gartner experts to discuss the B2B buyer experience, how buyers balance logic and emotion and what sales leaders can do about it.

Alexandra Bellis, who has a doctorate in psychology, is a director of quantitative analytics and data science for Gartner for Marketers. She is responsible for survey data collection and analysis across a wide range of marketing and communications research, including marketing data and analytics, talent and collaboration, B2B buying behaviors, and communications leadership and strategy.

Rick LaFond is a senior director analyst for Gartner for Marketers, based in Baltimore. He leads Gartner’s B2B customer acquisition and account growth research. As an analyst, he supports Gartner clients with insights and guidance on various marketing topics, including demand generation, digital marketing strategy, sales enablement, content marketing and account-based marketing. He is the lead analyst for Gartner research on marketing best practices in the manufacturing industry, as well as ongoing primary research studies on cross-industry B2B buying behaviors. Rick also serves as lead author for Gartner’s Magic Quadrant for B2B Marketing Automation Platforms.

...more
View all episodesView all episodes
Download on the App Store

The Gartner Sales PodcastBy Gartner

  • 4.4
  • 4.4
  • 4.4
  • 4.4
  • 4.4

4.4

8 ratings


More shows like The Gartner Sales Podcast

View all
HBR IdeaCast by Harvard Business Review

HBR IdeaCast

246 Listeners

Sales Gravy: Jeb Blount by Jeb Blount

Sales Gravy: Jeb Blount

561 Listeners

The McKinsey Podcast by McKinsey & Company

The McKinsey Podcast

377 Listeners

Coaching for Leaders by Dave Stachowiak

Coaching for Leaders

1,456 Listeners

a16z Podcast by Andreessen Horowitz

a16z Podcast

1,003 Listeners

Gartner ThinkCast by Gartner

Gartner ThinkCast

107 Listeners

NVIDIA AI Podcast by NVIDIA

NVIDIA AI Podcast

324 Listeners

How Leaders Lead with David Novak by David Novak

How Leaders Lead with David Novak

560 Listeners

Inside the Strategy Room by McKinsey & Company

Inside the Strategy Room

175 Listeners

The Daily Stoic by Daily Stoic | Wondery

The Daily Stoic

4,735 Listeners

Think Fast Talk Smart: Communication Techniques by Matt Abrahams, Think Fast Talk Smart

Think Fast Talk Smart: Communication Techniques

773 Listeners

30 Minutes to President's Club | No-Nonsense Sales by Armand Farrokh & Nick Cegelski

30 Minutes to President's Club | No-Nonsense Sales

388 Listeners

Coaching Real Leaders by Harvard Business Review / Muriel Wilkins

Coaching Real Leaders

637 Listeners

HBR On Strategy by Harvard Business Review

HBR On Strategy

80 Listeners

HBR On Leadership by Harvard Business Review

HBR On Leadership

140 Listeners