The Virtual Prospect Lab — Peer-to-Peer Learning Sessions
See what prospects actually do
The missing ingredient from studies and stats: Real prospects in their own words.
Featured Prospect: C-Suite, B2B Healthcare, 50+ Staff, Searching for Marketer/Agency arrow_downward
4 Sessions: Sep 9, 11, 15, and 17. Limit 8 per session @ 2-3pm CT (Zoom) (3-4pm ET)
Featured Prospect — In Their Own Words
C-Suite, B2B Healthcare, Searching for Marketer/Agency
Why this person's story?
- Veteran buyer: Worked with 18+ agencies; asks questions that most buyers don't know to ask
- Discerning eye for referrals: A name-drop won't win her over; she questions the referrer as much as the referral
We'll show you what happens next.
Join the peer-to-peer discussion to learn
- How she judges referrals: Learn what makes a compelling referral versus just dropping someone's name.
- Her inner thoughts as she searches: What makes her lean in and what makes her cross agencies off.
- Insights from our experts: Uncover the universal patterns that apply to your firm.
About the research team
Over the past 3 years, John Way and Katie Lantukh have spoken at 5 industry conferences and helped over 1,400+ founders and business owners adapt their websites to match how B2B prospects actually buy. They co-authored the 2026 Atlanta Study: B2B Vendors examining how much B2B buyer behavior has changed.
John Way
John is a B2B lead-gen & conversion specialist and founder of Pipelineapp.io. He specializes in helping professional service providers capture and convert the website visitors who did not book a meeting.
Katie Lantukh
Katie is a brand positioning & messaging strategist and founder of Murphy Marketing. She has spent over a decade helping founders and small teams attract more of their Favorite Clients.