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Technology buyers are moving faster, expecting more, and navigating increasingly complex decisions. As AI reshapes how organizations evaluate solutions, understanding what truly drives Tech buyers has never been more important.
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In this live webinar, Georgia Bradley, SVP of B2B Strategy at dentsu, Matt Botham, Senior Research Director at B2B International (a dentsu company) and special guest John Gallant, Enterprise Consulting Director at Foundry, will share the latest insights from the Superpowers Index; the world’s most comprehensive study of B2B buying behavior. With data from 7,252 Technology buyers and 13,820 buying experiences, they’ll reveal the trends shaping the future of Technology purchasing and how brands can create experiences that win.
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Key takeaways include:
- How Technology buyers’ needs and behaviors are changing
- What matters most to different decision makers; from managers to CTOs and CIOs
- The crucial points in the buying journey to get right
- What sales and marketing teams must do now to drive success
Drawing on one of the largest datasets ever compiled on Technology buying behavior plus exclusive insights from Foundry’s extensive research, this session will equip you with clear, actionable guidance on what motivates today’s Technology buyers and ultimately how to win in a competitive environment.
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As SVP of B2B Strategy at dentsu, Georgia helps brands unlock growth by connecting marketing, sales, and service in an increasingly complex B2B landscape. Drawing on deep experience across client and agency sides, Georgia partners with leading organizations to design strategies powered by The Superpowers Index.
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Her approach blends data-driven insight with human-centric creativity to elevate brands, transform B2B marketing, and deliver connections that drive measurable business impact.
Matt is a Senior Research Director at B2B International within dentsu. He has over 15 years of experience across B2B and B2C, partnering with many famous global brands on a range of macro and micro issues.
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He is curious about human behavior, passionate about great research, and loves helping clients make the right decisions to solve their commercial challenges. He is responsible for designing and delivering complex B2B research projects including the latest Superpowers Index.
John brings over 40 years of editorial and technology experience to his role as Enterprise Consulting Director at Foundry. In this role, he helps create content that bridges buyers and sellers – creating more awareness, understanding, and brand affinity.
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He also leads Foundry’s market-shaping CIO Think Tank program, which convenes senior IT leaders, Foundry journalists, IDC analysts, and top technology vendors to explore and direct the future of critical emerging technologies.
