Join our insight packed live webinars and leave with practical ideas you can use right away.

We interviewed over 20 CMOs from leading international B2B companies to understand why traditional marketing impact is stalling in today's environment. Our research reveals a critical gap between increasingly complex buying journeys and the marketing capabilities designed to meet them. Join CBC and Lindberg International on April 22 at 10:30 CET to explore these findings and learn how to refocus your commercial strategy.

What is covered:

• The 5 core challenges currently shaping the B2B marketing landscape and how leading organizations are responding.
• Early-stage influence strategies to reach buyers who now form their decisions long before they ever engage a supplier.
• The Marketing-Finance bridge, including practical ways to translate "engagement" into the "revenue" terms that management values.

Why it matters:

• Visibility is survival: With sales cycles now measured in years, failing to build trust early means you are simply not in the picture when the deal is made.
• Efficiency over volume: Activity is increasing but impact isn't; real effectiveness requires deliberate exclusion and sharper focus rather than just more resources.
• Commercial influence: Since only 8% of B2B companies currently align marketing with finance, closing this gap is the only way to move from being a "cost center" to a primary growth driver.

Most innovation is just a reflection of current success. Break the ‘Mirror Trap’ by looking beyond your current customers to the ‘Shadow Market.’ Discover how to understand the potential customers’ needs and how to provide them value so they move from neglecting you to saying "yes.“

What the webinar covers:

• How to identify the ‘Shadow Market’ by looking beyond your current customer data to find massive, untapped segments.
• How to map invisible workarounds to uncover the manual hacks and messy processes that prevent potential customers from buying.
• How to disrupt the status quo by understanding the hidden frictions and internal barriers that lead to a “No Decision.”

Why this matters:

• Expands the market: Targets the "Non-Consumption" segment that traditional innovation and competitor-focused research systematically ignore.
• Drives differentiation: Builds a narrative moat based on empathy for the "Invisible" customer, creating an advantage that rivals cannot easily clone.
• Increases sales velocity: Shortens sales cycles by addressing the hidden anxieties that often lead to a "No Decision" outcome.