Fortune 500 CEOs’ Concerns for B2B Sales & Marketing in 2024

Innovators with Jane King

Gavin Finn, CEO of Kaon Interactive, shares insights with Jane King on B2B sales and marketing trends, emphasizing the evolving landscape influenced by short-term economic factors and a long-term shift towards digital engagement. In response to the changing buyer behavior, where customers seek more self-research before engaging with salespeople, Kaon provides a consistent customer engagement platform for interactive experiences at every touchpoint.

Core Takeaways

• Digital Engagement Dominance: Long-term trends indicate a shift towards digital engagement, where buyers conduct extensive research independently. Companies need to adapt to this changing landscape to remain competitive.
• Convergence of Marketing and Sales: There is a growing convergence of marketing and sales, requiring a shift in behavior for salespeople. The focus is on understanding where buyers are in their journey and addressing their specific questions — rather than traditional presentations.
• AI’s Role in Personalization: AI, specifically generative AI and machine learning, elevates personalized customer experiences to the next level of innovation. It goes beyond traditional audience targeting, aiming to create a dynamic and personalized journey for each buyer.

“Competition in the next 10 years is going to be dominated by those companies that deliver the best customer experience. This is a strategic imperative for CEOs and C-suite executives.”

— Gavin Finn, CEO of Kaon Interactive

The challenges faced by companies include the need for behavior change in sales teams and the importance of creating a consistent platform that delivers a frictionless experience across various touchpoints. AI, with its data-driven capabilities, is a key enabler in providing a more personalized and efficient customer experience.