Live Webinar
How Buyer and Rep Behaviors Close or Kill Your Deal
B2B sales teams have spent decades optimizing for the hard factors—process maps, scoring criteria, ROI calculators. None of it explains why two nearly identical deals end in opposite outcomes. This webinar unpacks the soft factors hiding underneath every “rational” purchase: personality concentration, work-persona masking, and the mobilizers your sales team never meets. You’ll leave with a framework for spotting what your data can’t show you.
Join Us on August 19, at 12 pm (ET) to hear more about uncovering the hidden buying signals that are costing you deals.
August 19, 2026
12:00 pm EST
Be one of the first ten to register and attend to receive a free signed copy of the new book, The Hidden Buyer Journey. To learn more, visit https://thehiddenbuyerjourney.com/
// About the Authors
Dr. Howard Dover is the Director of the Center for Professional Sales at the University of Texas at Dallas and a leading authority on sales technology and AI-driven market evolution. He leads innovative initiatives such as the AI for Sales Certificate and the Sales Technology Landscape Project while contributing to executive research through the Pulse Report. An award-winning researcher and bestselling author of Sales Innovation Paradox, Dr. Dover is a frequent speaker at major conferences like Dreamforce and Gartner’s CSO Conference.
R. Scott Gillum is a buyer behaviorist, author of The Hidden Buyer Journey and founder and CEO of Carbon Design, where he helps B2B organizations bridge the gap between communication and buyer decision-making. Previously, he held leadership roles as Office President at gyro (Merkle) and Senior Vice President at MarketBridge. Scott also serves as a Senior Fellow at the School of Professional Sales within the Naveen Jindal School of Management at UT Dallas, contributing his expertise to the next generation of professionals.
Scott Gillum
Founder & CEO
Carbon Design
Dr. Howard Dover
Director, Center for Professional Sales
The University of Texas at Dallas
Live Webinar
Using Marketing
Insight to Enable
Sales Team Success
Are you struggling to capture your sales team’s attention? Do you have plenty of data, but no clear insight to make it actionable?
Join Scott Gillum of Carbon Design and Eric Koch of Unanet for a practical session on how to apply Personality-Based Marketing (PBM) to build ABM programs that sales teams actually embrace—featuring real-world case studies from Unanet.
Through real case studies, you’ll discover how to //
Turn intent data into insights that help sales position value and win deals
Use corporate culture insights to create truly personalized ABM campaigns
Engage sales teams to adopt and act on marketing insights
See firsthand how Unanet uses marketing insight to accelerate opportunities, align with customer needs, and win competitive deals
Watch the Webinar Recording Below //
Scott Gillum
Founder & CEO
Carbon Design
Eric Koch
Director of ABM
Unanet
Live Webinar Series
Using AI Enabled
Personality Based Marketing
to Design ABM Programs
Part 1 //
Using AI Insight on Personalities to Improve Positioning and Messaging
Part 2 //
Understanding Online and Offline Behavior to Identify Real Buyers and Influencers
Scott Gillum
Founder & CEO
Carbon Design
Brandon Kim
VP of Go-To-Market
Crystal
About The Webinar Series //
// About Personality Based Marketing
Over the last five years, Scott and his team have used AI tools to build Carbon Quadrant, a personality based marketing platform. PBM has been used to improve the performance of ABM and acquisition campaigns, lead gen and nurturing, and Enterprise account management. Customers have seen dramatic improvements in list and campaign performance, along with sales effectiveness. Learn more by attending our PBM webinars on November 19 and December 3.
// What You’ll Learn by Attending the Webinar
Why marketing performance is so hard to improve
The 65/75 Rule
and how it applies to B2B marketing
How different personalities respond to marketing outreach and assets
How to build messaging for your ABM programs that resonate with your targets
// Perfect for:
- Sales Ops
- Business Development
- ABM Programs
- Demand Generation
- Campaign Management
