The new norms of buyer engagement with Catie Ivey

Named one of the⁠ 100 Powerful Women in Sales in 2024 by Demandbase and Women in Sales⁠, Catie Ivey, CRO of Walnut dives into the transformative shifts in buyer behavior and challenges executives to think about what happens when leaders fail to rethink their go-to-market motion and adapt to the new norms of buyer engagement.

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Episode Summary

How has the shift in buyer behavior influenced your approach to go-to-market strategy?

In this episode of Radically Transparent, Catie Ivey, Chief Revenue Officer, dives into the transformative shifts in buyer behavior and their impact on go-to-market strategies. She discusses the significant changes in how buyers interact with brands, emphasizing their preference for conducting independent research and consuming content on their own terms and what happens when leaders fail to rethink their entire go-to-market motion and adapt to the new norms of buyer engagement.

To cater to these informed buyers, Catie also highlights the need for creating interactive learning experiences throughout the buyer journey. By focusing on sharing knowledge throughout the sales cycle, potential customers can see exactly how a product or service can benefit their team.

Hot Topics

• Understanding new buyer behaviors: Buyers prefer independent research and content consumption, forcing leaders to rethink their GTM strategies.
• Creating interactive learning experiences: To engage informed buyers, interactive demos and educational content play a powerful role in the buyer journey.
• Aligning sales, marketing, and customer success: Unifying sales, marketing, and customer success teams to key to ensure everyone works toward common goals and provides a seamless buyer experience
  Tune in to hear Catie’s insights on navigating the complexities of modern buyer behavior and the actionable strategies that can drive success.

Meet Catie

Catie Ivey is the CRO at Walnut, a leading Interactive Demo Platform. Before joining Walnut, she ran revenue teams at Pendo, Demandbase, Marketo, Salesforce, and Meltwater, where she talks about getting her start as an ‘accidental salesperson’.

With deep expertise in Sales and Marketing technology and a passion for B2B Sales and GTM Transformation, Catie spends a ton of her time these days working with Revenue Leaders who are on a mission to unlock the power of their products at every stage of the buyer journey.

Catie is a diversity advocate and is passionate about seeing more women represented at every level of leadership across B2B tech.