Stop Chasing Leads. Start Shaping Decisions.
A sharp, practical online session for B2B marketers who are tired of chasing “leads” that go nowhere and want to build pipelines that don’t dry up. Drawing on Liam Loan-Lack’s experience in agencies, client-side and consultancy roles, this webinar unpacks how real B2B buying decisions are made long before an RFQ hits the inbox—and what marketers can do about it.
Liam will connect evidence on B2B buyer indecision and regret with practical tools marketers can use to reduce risk for buying committees, create confidence in commercial outcomes, and prove the incremental impact of marketing to the C suite. Expect a mix of scepticism about overhyped tactics and very pragmatic advice on planning, measurement and creativity that works in the real world.
Topics covered
What you will learn
About the presenter:
Liam Loan-Lack
Educated at the London School of Economics and the Institute of Practitioners in Advertising, Liam is an expert in the practical application of marketing best-practice to business challenges - as evidenced by winning x4 Global Effies for integrated client work.
His transition client-side started when he became CMO of one of the fastest growing multi-channel retail brands in Australia, My Muscle Chef, before switching categories to CMC Markets - a FTSE 250 trading & stockbroking brand - to lead the Marketing function for APAC.
Before departing CMC, he was promoted into the role of Chief Commercial Officer APAC, driving the integration of Marketing, Sales and Customer Support functions across B2B/C. Then, Liam took on a role consulting for one of Australia’s preeminent Independent agencies, Match & Wood and is about to start his new role as a Chief Customer Officer in the Home Loan and Financial Coaching category, leading an integrated team across Sales, Marketing, Customer Success and Product Development team.