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The world has changed.
So has the decision-making.

After three years of global tumult and tipping-point complexity, B2B decision-makers are not the same as they were. This report brings to life six new decision-makers – and explores the dynamics in play for marketers who want to reach them.


Complexity. Confidence. Consensus.

Three defining features of modern decision-making have emerged. And so have six new distinct decision-making segments. In collaboration with the Global Insights team at the Financial Times, we interviewed leaders from across Europe, North America and Asia Pacific to find out:


How are decision-makers responding to prolonged uncertainty and complexity?


What’s the new balance between hard-nosed business focus and ESG priorities?


How best to influence consensus-seeking decision-makers and solo players?


Which decisions take the longest and which ones are seen to deliver least value?

Download the report to meet the modern decision-makers.

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The right research at the right moment. 

As B2B tech marketers, we're dedicated to understanding decision-makers. This research goes beyond traditional firmographics and delves into their preferences, personalities, and decision-making styles.

Use it to better understand your buyers – then shape and sharpen your approach for 2024 and beyond. Simply leave your details and download the research today.