Webcast
FREE 9 min
FULL 40 min

From hesitation to action: Navigating the defensive buyer's mindset

In this webcast, Mason Cosby unpacks how to engage today's defensive B2B buyer – a prospect who isn't just cautious, but actively seeking to maintain control and avoid feeling sold to – and how to shift deals from hesitation to confident action
Mason Cosby
Strategic Advisor & Founder,
Scrappy ABM

What you will learn

Recognize and respond to behaviors that signal risk-aversion
Present ROI in ways that resonate with cautious stakeholders
Handle timing objections with empathy and strategy
Build trust by respecting buyer autonomy while guiding confident decisions

FREE PREVIEW

Watch now

A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper


INFUSE CLIENTS & PARTNERS

Full 40-min webcast

The complete session including defensive buyer behavior frameworks, ROI communication strategies for risk-averse stakeholders, timing objection handling, and trust-building approaches that position you as a trusted advisor rather than a vendor
Mason Cosby
Strategic Advisor & Founder,
Scrappy ABM

Expert

Mason Cosby leads Scrappy ABM, a team of account-based experts who drive revenue without breaking the bank. After generating $20M+ with low-budget ABM, they help teams ditch bloated tech stacks for practical, proven programs

Who is this for?

B2B marketers and sales professionals who are navigating complex, high-scrutiny buying environments and want practical strategies for building genuine trust with defensive buyers – without resorting to pressure tactics that erode credibility and stall deals

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