Sophie Crosby explores how enterprise technology buyers really make decisions, with a particular focus on the evolving role of in-person events in complex sales. Her work looks beyond surface metrics and traditional event tactics to examine how trust, risk reduction and confidence-building now shape the buyer journey.

By reading Sophie’s stories, you’ll gain practical insight into why tech events matter more than ever, how they can be designed to accelerate deals rather than simply generate leads, and what sellers and marketers must change to meet modern buyer expectations. Her perspective is especially useful for anyone responsible for B2B go-to-market strategy, event design or revenue growth in technology-focused organisations.