The Emotional B2B Buying Journey

Sales leaders prioritize meeting buyer expectations but often
fail to account for the underlying element affecting most major
purchases: emotions. In this episode, hosts Billy Luckey and
Betsy Gregory-Hosler sit down with Gartner experts to discuss the
B2B buyer experience, how buyers balance logic and emotion and
what sales leaders can do about it.


Alexandra Bellis, who has a doctorate in psychology, is a
director of quantitative analytics and data science for Gartner
for Marketers. She is responsible for survey data collection and
analysis across a wide range of marketing and communications
research, including marketing data and analytics, talent and
collaboration, B2B buying behaviors, and communications
leadership and strategy.


Rick LaFond is a senior director analyst for Gartner for
Marketers, based in Baltimore. He leads Gartner’s B2B customer
acquisition and account growth research. As an analyst, he
supports Gartner clients with insights and guidance on various
marketing topics, including demand generation, digital marketing
strategy, sales enablement, content marketing and account-based
marketing. He is the lead analyst for Gartner research on
marketing best practices in the manufacturing industry, as well
as ongoing primary research studies on cross-industry B2B buying
behaviors. Rick also serves as lead author for Gartner’s Magic
Quadrant for B2B Marketing Automation Platforms.