CMOs and CCOs are navigating increasing complexity in how buyers form opinions and build confidence in their purchase decisions. Less obvious is how brands shape those judgments over time, through leadership presence, content signals, reputation, and innovation.
Join Danny Maiello (Managing Director, Corporate Reputation), Rebekah Crispin (EVP, Integrated Solutions), James Holland (EVP, Integrated Strategy), Reed Handley (EVP of Innovation), and moderated by Courtney Beasley-Widmer (VP, Growth Marketing) as they unpack how modern B2B influence is formed, where it signals strength or weakness across teams and channels, the role of AI and innovation in shaping it, and how to design and measure it at scale.
Key Takeaways:
1. Influence starts before the first conversation. 95% of buyers purchase from a vendor already on their shortlist from day one. If your brand isn't showing up and building credibility early, you may never get the chance to compete.
2. Messaging gaps and coordination gaps rarely exist without each other. If your leaders are speaking on their own accord, the message itself may be incomplete or off. Misalignment across teams is often a symptom of a message that was never fully developed in the first place.
3. AI is now part of how buyers research and shortlist vendors. Showing up in an AI-generated recommendation is the new first-page ranking. Most brands aren't measuring this gap yet, but it's already affecting buying decisions.
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