B2B Buying Trends & How to Advise Advertisers in 2024

What you don't know about the future of how B2B buys may end up costing you… a lot

Media organizations have always enjoyed their role at the center of the business to business buying process. As the key influencer connecting buyers and sellers, the media enterprise plays a critical role in how B2Bbrands build awareness, drive brand consideration, and ultimately drive buyers closer to the transaction.

The B2B buying process is shifting dramatically and brands are becoming less and less influential. This is great for the B2B media industry, but only if you are aware of the changing dynamics of which channels make sense, what buyers are looking for, and how generational differences affect the buying process.

If you sell access to your audiences in the B2B buying journey (and we know you do) you’ll get a ton of valuable insights that can help you retain and grow your solutions and revenue.

We will dig into key research and pull insights about:

  • How the “Buyer Collective” operates in the B2B buying process and how your solutions can cater to them and increase revenue.
  • Learn about “Jobs to be Done” and how doing them adds revenue.
  • Deeply understand the role of the Media Operator in the buyer process and see evidence to back up how critically important you are to the media mix.
  • How does Gen Z in the Buyer Seat affect the way you package and price?

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Meet the Hosts

The suite spot - we won’t solve all your problems but we won’t waste your time

AnnMarie Wills

CEO & Co-Founder

AnnMarie brings more than 20 years of experience helping media organizations maximize their data competency and opportunity.  During her career AnnMarie has conceptualized, built and launched numerous data products for notable companies like Penton Media, Knight Ridder, SourceMedia and Vance Publishing.  

As a pioneer in evolving audience development practices and creating value from first-party data, AnnMarie is a regular panelist and speaker for Folio: and Editor and Publisher and Connectiv. 

In addition to her experience in the Media industry AnnMarie has led digital agency teams delivering insights, performance marketing services and data sciences projects for such notable clients as Microsoft (Azure, Dynamics, Windows 10), Hallmark Cards and Crayola.

AnnMarie is passionate about helping media brands large and small, see the opportunity and power in their data.  She believes the media industry is in a critical evolutionary period where technology and strategy converge, and those that can evolve beyond traditional thinking while harnessing the power of technology will win.  

John French

CEO & Owner

A media industry leader and turn-around expert, John earned his reputation by taking on challenging roles and producing results.  A true force in the B2B information industry, he has served in top positions of leading companies, including Penton Media, Inc., then the largest independent B2B media company in the US, serving 30 industries with more than 900 media products.

John has led major media restructures, mostly recently orchestrating the turn-around and acquisition of Bonhill, USA to Key Media. Currently John leverages his experience mentoring CEOs and Executive Management who wish to transform their companies into growth engines at French LLC.