How to Turn Anonymous Buyer Research Into Sales Opportunities with Stefano Iacono

Episode notes

In today's digital-first world, B2B buyers conduct extensive research before ever contacting a vendor. But how can marketing and sales teams effectively reach prospects who prefer to remain anonymous until they're ready to buy? In this episode of Spotlight on B2B Marketing, host Karen Lloyd welcomes Stefano Iacono, Marketing Director at 6sense and a seasoned B2B marketing leader with over 17 years of experience. As the first UK hire for 6sense, Stefano has grown a team of 50 people and leads an award-winning ABM operation. Stefano shares crucial insights from 6sense's research showing that 81% of B2B buyers have already made their decision before speaking to a seller, with the majority of their research conducted anonymously. He explores how marketing and sales teams can identify these signals, understand where prospects are in their buying journey, and engage them at the right moment with the right approach.