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Complexity, Confidence, Consensus.

1 min read - by Claire Davidson, Executive Strategy Director

The New DNA in Modern 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.

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. 

To access the full report, click here.

Hubspot - Featured image - updated


[1] McKinsey & Co., (2021),


[3] The B2B Effectiveness Code, B2B Institute (2021)