The messy middle: How B2B buyers actually discover and decide
Join this live panel with G2, LinkedIn and SurveyMonkey
March 25th at 10am PT · 1pm ET
Why attend
The B2B buying journey isn’t linear anymore and it’s definitely not confined to a single channel.
Today’s buyers are asking peers in online communities, scanning review sites, prompting AI tools, subscribing to niche newsletters, and even running their own surveys before they ever fill out a demo request form.
So what’s actually changed? Where is trust really being built now? And what does that mean for brands trying to reach and influence modern B2B decision-makers?
Join leaders from SurveyMonkey, G2 and LinkedIn for a candid panel discussion on how modern B2B buyers discover, evaluate, and validate solutions today. We’ll unpack what’s breaking in the traditional funnel, which channels are shaping real decisions, and how brands can show up credibly, without feeling performative or salesy.
You'll walk away with practical insight into:
- How B2B buyers are actually researching and shortlisting tools today
- Why community, reviews, and peer validation are overtaking traditional discovery
- What it takes to earn attention and trust across a fragmented, AI-influenced journey
Speakers
Brooke Spath
Head of Customer Marketing, SurveyMonkey
Derek Yueh
Partnership Lead, The B2B Institute, LinkedIn
Palmer Houchins
VP of Marketing, G2
Register now
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