Masterclass. B2B Buyer Behaviour, Decision Making and Measuring Effectiveness Masterclass

B2B Buyer Behaviour: Decision Making and Measuring Effectiveness Masterclass

Gain a deeper understanding of B2B buyer behaviour, decision-making processes, and how to measure the effectiveness of your marketing efforts in this intensive half-day masterclass. Learn practical strategies to influence buying decisions and evaluate the success of your campaigns.

Who should attend 

• Marketing professionals aiming to deepen their understanding of B2B buyer behaviour
• B2B marketers seeking to stay current with industry trends
• Marketing and Business development managers focused on improving marketing outcomes
• Entrepreneurs and small business owners targeting B2B markets

• Understanding B2B buyer behaviour
• Key factors influencing B2B purchase decisions
• Techniques for measuring marketing effectiveness
• Tools and metrics for evaluating campaign success
• Best practices for optimising marketing strategies based on buyer insights

By the end of this masterclass, you will:

• Understand the basics of B2B buyer behaviour
• Identify key factors that influence B2B purchase decisions
• Measure the effectiveness of your marketing efforts
• Utilise tools and metrics to evaluate campaign success
• Optimise marketing strategies using buyer behaviour insights

About the presenter:

Rochelle Tognetti,
Deloitte Australia Partner (and former CMO) on Sabbatical

Rochelle Tognetti is an accomplished marketing leader and the first female Chief Marketing Officer (CMO) for Deloitte Australia. Since joining Deloitte in 2008 and becoming a Partner in 2019, she has played a pivotal role in elevating the firm’s brand. Promoted to the role of CMO in 2020, Rochelle previously served as Chief Operating Officer for the Marketing, Communications and Business Development function and held the position of Marketing Director. Prior to her transition into professional services, she specialised in digital marketing within the business-to-consumer (B2C) sectors of the wine and travel industries in Australia and the UK.

As CMO, Rochelle led a team of approximately 250 people, driving Deloitte Australia's go-to-market strategy and amplifying the brand by leveraging the firm’s capabilities to create distinctive client experiences. With extensive experience in both consumer and business-to-business markets, she is dedicated to building world-class marketing functions. Rochelle's innovative and impactful strategies have earned her numerous accolades, including being named in the 2023 B&T CMO Long List.

Beyond her professional achievements, Rochelle is a meditation teacher, casual academic at Sydney University Business School and deeply interested in the intersection of neuroscience and business. She is currently on a sabbatical to pursue a Master's degree in Neuroscience and Business, exploring how insights from this field can enhance marketing, business strategy, and leadership.

*This course qualifies for 16 CPD points under the AMI’s Certified Practicing Marketer program.