2026 Agenda

 

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Buyability: What It Takes To Win The B2B Buying Group

Derek Yueh  (Global Lead, B2B Institute, LinkedIn)
Location: Room 201
Date: Tuesday, October 6
Time: 2:00 pm - 2:30 pm
Pass Type: All Access, Digital, CMWorld 2-Day, CMWorld 3-Day - Get your pass now!
Session Type: Session
Track: B2B Marketing Impact, CMWorld
Vault Recording: Video
Derek Yueh

Buyability is ensuring your business is the right choice for the buying group by being discoverable, credible, and winnable. But what does it take to become the choice everyone can say yes to?


Customers are navigating a very different buying environment than they were a few years ago. AI is reshaping discovery, buying groups are expanding, executive scrutiny is increasing, and buyers complete more research before talking to sales. How can brands influence decisions that increasingly happen before they enter the conversation?


As buying journeys become more complex, Buyability provides a framework for helping brands earn attention, build trust, and drive consensus across the buying group, increasing the likelihood they become the chosen solution. Join this session to explore what makes a brand discoverable, credible, and winnable—and where your marketing can make it easier for the whole buying group to say yes.

Takeaway

  • Be discoverable: Learn how to help the whole buying group—and the AI systems they use—find and become familiar with your brand before they actively look.
  • Build credibility: Understand how customers, peers, and experts can provide the proof buyers need to trust your brand and believe your story.
  • Become winnable: Identify what every stakeholder needs to confidently say yes, helping address internal objections, build consensus, and keep decisions moving.