B2B Marketing: The Provocative Truth

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cover art for Why Marketers Need to Understand the Complexity of Modern Decision-Making, with Will Brookes, CEO of Raconteur

11/23/2022

Why Marketers Need to Understand the Complexity of Modern Decision-Making, with Will Brookes, CEO of Raconteur

Ep. 19

In this episode of B2B Marketing: The Provocative Truth, Benedict sits down with Will Brookes to discuss what marketers need to know about how their potential clients make decisions.

Marketers often focus on singular audiences: the very people who would benefit from what they’re selling. However, it seems as though they are quite naive in their understanding of how their prospective clients’ decisions are made. In B2B especially, it’s not as simple as targeting a specific individual; the buying process involves stakeholders, other business leaders, and so on. With the buyer journey being so much more complex, marketers need to really consider how other businesses make their decisions in order to market to them more effectively.

Will Brookes is the CEO of Raconteur and has held this role for almost two years. As CEO, Will has overhauled the business by reducing Raconteur’s reliance on print and growing the company’s digital offerings. Over the last 11 years, Will has held other senior positions at Raconteur such as Managing Director and Head of Publishing, and during that time oversaw a great deal of growth for the company. Under Will’s leadership, Raconteur won the PPA’s Business Media Brand of the Year Award for 2022.

You can find Will Brookes on Linkedin.

You can watch full video versions of the podcast on our YouTube channel.

Ready to provoke the truth? Get in touch at alan-agency.com.

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