R. Scott Gillum has spent his career studying the one variable most sales and marketing strategies ignore: the human being on the other side of the conversation.

As a buyer behaviourist and the founder and CEO of Carbon Design, Scott helps B2B organisations close the gap between how they communicate and how their buyers actually make decisions. His work draws on decades at the intersection of behavioural science, marketing strategy, and enterprise sales — giving him a perspective that is equal parts analytical and deeply human.

Before founding Carbon Design, Scott served as an Office President at gyro (now Dentsu), one of the world’s leading B2B agencies. Before that, he spent more than a decade as a Senior Partner at MarketBridge, advising some of the most recognised brands in technology and professional services.

Scott is a contributing writer for MarTech and serves as a Senior Fellow at the School of Professional Sales at the Naveen Jindal School of Management at UT Dallas, where he helps shape the next generation of sales and marketing professionals.

He lives in Raleigh, NC with his wife Jennifer and dog Leo.

• In this episode, R. Scott Gillum talks about his book, “The Hidden Buyer Journey”, which is based on observational research with buyers and sellers. It concludes that sellers often miss the most important cues while trying to close deals because they focus on features and functionality, whereas ultimately it is the personality of the stakeholders that drives the conversation.
• The Hidden Buyers are people who do not appear in databases but may be called in during the last phase of a buying cycle. They have huge influence on the final call to close but are not visible to the seller organisation until the last moment.
• Today, technology is set up to detect the wrong kind of signals, which is why effort could be wasted. A website visit or a white-paper download does not indicate intent to buy, yet tools are set up to track these activities. With AI, it is possible to do better by tailoring messaging for exact personas- those that actually matter in making a decision.

Run time – 01:11:32 mins.

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