92% of B2B buyers choose a vendor from a shortlist they built before engaging sales.
By the time an opportunity surfaces, most aren’t starting from scratch. They’re validating impressions they’ve already formed.
That changes the job of demand generation. Winning buyers is no longer just about capturing demand. It’s about shaping preference before buyers are ready to engage—and sustaining their interest once they do.
In this session, NetLine’s Josh Baez, Director of Demand Generation, will explore two “tribes” of modern demand gen: marketing influence and marketing follow-up. Marketing influence is the early work that earns familiarity and trust before the shortlist is set. Marketing follow-up is the motion that reconnects outreach to what buyers actually cared about in the first place.
You’ll learn how to:
- Show up where buyers are already learning, researching, and comparing options;
- Create content that helps buyers make sense of their challenges and choices;
- Build familiarity before buyers are ready to talk to sales;
- Follow up in a way that feels relevant, not disconnected from what sparked their interest; and
- Use nurture to keep buyers engaged until they’re ready for a more direct sales conversation.
