Matter Communications — an agency delivering proven PR, marketing and creative solutions – is partnering with the American Marketing Association Boston and GoToMarketPros to host a professional education workshop focused on modern approaches to B2B buyer engagement and early-stage discovery.
As B2B buyers conduct more independent research and delay direct sales conversations, PR, marketing and content strategies are playing a critical role in helping brands establish visibility, credibility and relevance earlier in the buyer journey. Matter’s perspective centers on how thought leadership, content and earned visibility support stronger buyer engagement before sales outreach ever begins, reinforcing the effectiveness of discovery conversations.
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“This event reflects how we’re thinking about the future of buyer engagement and the role PR and marketing play in supporting growth,” said Mandy Mladenoff, President of Matter Communications. “We’re excited to host more educational events in our Boston office as a way to bring together marketers and business leaders across tech, consumer and other industries, share ideas, and support a strong, connected local business community.”
The workshop will be led by Michael Phelan, Founder of GoToMarketPros, whose research and hands-on programs examine how organizations can better engage prospects, increase interaction, and improve discovery conversations in an increasingly competitive B2B landscape.
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Phelan’s work highlights how shifts in buyer behavior, increased competition and rising expectations for value are reshaping how organizations approach early-stage engagement — and why buyer-centric, value-driven programs are increasingly necessary to improve outcomes.
“Buyers are engaging later and expecting more value upfront,” said Phelan. “Organizations that align sales strategies with strong marketing, content and communications are better positioned to earn trust, create relevance and drive more productive discovery conversations.”
