Influencing buyer behavior has always been a complex topic at the forefront in the minds of sales professionals. DiscoverOrg partnered with noted sales researcher and author, Steve W. Martin to complete a detailed study on buyer perceptions, assumptions and motivations. The results were compelling!

The decision to buy goes beyond individual buyer experience, into complex perceptions, assumptions and motivations that shift based on buyer persona. This informative webinar will give valuable insight to sales and marketing professionals that can help refine your selling approach and accelerate revenue growth.

In this webinar we share: 

  • Which sales approaches are effective and which ones aren't based on buyer persona
  • Which prospect groups are willing to take a chance on the underdog 
  • Preferred selling style by group behavior
  • Are buyers more instinctual or logical with their decisions?
  • How risk, group dynamics, buyer's remorse and other factors affect the sales process.

Steve W. Martin

Technology Sales Author, Sales Researcher | Founder Heavy Hitter Sales Training

Steve W. Martin is the foremost expert on “Sales Linguistics,” the study of how customers use language during the complex decision-making process. His “Heavy Hitter” series of books on the human nature of complex sales has helped over 100,000 salespeople become top revenue producers. His latest book is titled Heavy Hitter I.T. Sales Strategy: Competitive Insights from Interviews with 1,000+ Key Information Technology Decision Makers and Top Technology Salespeople. Steve is a regular contributor to the Harvard Business Review and teaches at the University of Southern California Marshall School of Business MBA Program. You can learn more about Steve at

Katie Bullard

Chief Growth Officer | DiscoverOrg

Katie brings over 15 years of industry experience leading marketing, product management, and corporate development in technology companies to DiscoverOrg; in her role as CGO, she is tasked with identifying and developing new growth opportunities, building the product and market strategy, and accelerating demand for the company's products. Fun fact: outside of work, she has participated in almost 30 triathlons over the last 8 years, including 2 Ironman 70.3 races, even though she hates cycling.

CMO, DiscoverOrg

Katie is responsible for leading the global marketing and growth functions at DiscoverOrg. She brings 15 years of marketing, product, and strategy experience in global, high-growth technology businesses to her role at DiscoverOrg. Prior to joining DiscoverOrg, Katie served in executive leadership roles at Mitratech, Accruent, and Hoover’s. She has a bachelor’s and masters degree from the University of Virginia.