---
title: Speaking | Dr Matt Wilkinson, keynote speaker on buyer insight and AI
description: Keynotes and workshops on why buyer insight disappears before launch, and how to keep it present. Book Dr Matt Wilkinson.
image: https://drmattwilkinson.ai/hubfs/drmattwilkinson/speaking/speaking-hero.png
---
[Skip to content](https://drmattwilkinson.ai/speaking#main-content)
[Homepage](https://drmattwilkinson.ai?hsLang=en)
- [Strivenn.com](https://strivenn.com)
- [Speaking](https://drmattwilkinson.ai/speaking)
- [The Buyer in the Loop](https://strivenn.com/the-buyer-in-the-loop)
- [Podcasts](https://drmattwilkinson.ai/appearances?hsLang=en)
- [Media Kit](https://drmattwilkinson.ai/media-kit?hsLang=en)
- [Organizational Gravity](https://drmattwilkinson.ai/organisational-gravity?hsLang=en)
[Contact](https://strivenn.com/meetings/strivenn/strivenn-meetings)
- [Strivenn.com](https://strivenn.com)
- [Speaking](https://drmattwilkinson.ai/speaking)
- [The Buyer in the Loop](https://strivenn.com/the-buyer-in-the-loop)
- [Podcasts](https://drmattwilkinson.ai/appearances?hsLang=en)
- [Media Kit](https://drmattwilkinson.ai/media-kit?hsLang=en)
- [Organizational Gravity](https://drmattwilkinson.ai/organisational-gravity?hsLang=en)
[Contact](https://strivenn.com/meetings/strivenn/strivenn-meetings)
Speaking
# The buyer left the room. Your message followed.
I help organisations keep buyer truth present in the decisions that shape messaging, launches, sales conversations and growth.
Your team did the research. The buyer was clear in the interviews, clear in the brief, and gone by the time the campaign shipped. I speak about why that happens to good teams, where exactly it happens, and how commercial leaders keep buyer evidence present at the moment decisions get made, with AI doing the legwork and people making the call.
Keynotes, workshops, panels and fireside chats for conferences, professional bodies, business schools and in-house teams across the UK, Europe and the United States. Every session runs on the framework in my book, *[The Buyer in the Loop](https://strivenn.com/the-buyer-in-the-loop)*.
[Check a date for your event](mailto:matt@strivenn.com?subject=Speaking%20enquiry) [See the talks](https://drmattwilkinson.ai/speaking#talks)
Author, *The Buyer in the Loop*, foreword by Mark SchaeferForbes Agency Council member[Marketing Week CX50 2026](https://www.marketingweek.com/life-sciences-leaders-ai/), life sciencesFounder and CEO, StrivennBSI-qualified AI Management Practitioner (ISO/IEC 42001:2023)PhD in Chemistry, MBA, Visiting Fellow at Cranfield
Written for and spoken at
## Built for rooms that own the message
Book me when your audience needs someone who can connect four things most speakers keep apart.
AIand human judgement
Buyer researchand what actually ships
Customer centricityand the commercial number
Marketing theoryand Monday-morning practice
The strongest fit is marketing leaders, product marketing and product management, commercial and sales leadership, and insight and customer experience teams in B2B. Life sciences is home ground: tools, reagents, instruments and diagnostics.
Why now
## AI made the gap expensive
Volume stopped being an edge the day it became free.
Every competitor now has the same capacity to produce content. Meanwhile the cost of keeping buyer evidence usable at the point of decision has collapsed.
The teams that pull ahead over the next two years will be the ones whose buyer is still present when the approval meeting starts. That is the argument your audience takes home, with a first step they can take before the week is out.
---
## See how I present
Seventy-six seconds from a recent session, cut around the arguments that run through most of my talks. Captions are burnt in, so it plays on mute.
Your browser does not support embedded video. [Download the showreel](https://drmattwilkinson.ai/hubfs/drmattwilkinson/speaking/DrMattWilkinson_Showreel_16x9.mp4?hsLang=en).
Recorded for the Content Marketing Summit 2026, hosted by Digital Collegium. Longer footage and a full session recording are available on request.
---
## Four moves your audience will remember
Every talk turns on one question the audience answers about their own organisation: **where exactly did your buyer leave the room?** The first two moves diagnose. The second two prescribe.
Move 1 | Exit
### Where did the buyer leave?
The buyer exits at three predictable handovers: at inception, at launch and at the pitch. Each leaves a fingerprint, and the audience names the one in their own last launch.
Move 2 | Gravity
### Why do they keep leaving?
Organisational gravity pulls every message away from buyer truth and toward internal consensus. It acts on good teams as much as weak ones, and a force with a name can be designed against.
[How organisational gravity works](https://drmattwilkinson.ai/organisational-gravity?hsLang=en)
Move 3 | Escape
### What holds the buyer in place?
**Ground, Query, Govern.** A synthetic customer built on real buyer evidence, questioned from the buyer's friction and used under one rule: synthetic for directional, human for decisional.
Move 4 | Loop
### What keeps it true?
Real buyer conversations feed the model, and the model points at what to research next. Buyer research becomes a habit the team keeps.
---
## The book behind the talks
*The Buyer in the Loop* sets out the framework your audience will work through: where the buyer exits, why organisational gravity keeps pulling them out, and how grounded synthetic customers keep buyer evidence present through every approval.
Foreword by Mark Schaefer. Number one in Amazon UK Hot New Releases for Marketing and Sales. Kindle and paperback.
[Get the book](https://strivenn.com/the-buyer-in-the-loop) [Ask about copies for your attendees](mailto:matt@strivenn.com?subject=Book%20copies%20for%20our%20event)
---
## Your audience leaves with a located exit
A keynote changes how people see the problem. A workshop leaves each team with work they can carry upward on Monday.
Keynote | 30 to 60 min
Afterwards, people can
Name the stage where buyer insight leaves their own organisation
Explain organisational gravity to their CEO in one sentence
Tell a grounded synthetic customer from an ungrounded one, and spot when either is flattering them
Sort their next decisions into directional and decisional
Pick one approval stage, one asset and one date to start
Half-day workshop
Each team leaves holding
1A located exit: the stage, the role and the edit
2A presence band from the seven-question Buyer-Presence Diagnostic
3One approved asset rewritten back into buyer language
4An inventory of the buyer evidence they already own
5A sorted list of their next five buyer-dependent decisions
6A dated commitment a marketing leader can carry upward
---
## Four talks, one argument
Each talk enters the same framework through a different door. The argument holds; the exit you start from changes with the room.
Flagship keynote
### The Buyer in the Loop
Why buyer insight disappears between research and market, and the four moves that keep it present. The full framework, told through a marketing leader who did everything right and still watched her campaign fall flat.
**30 to 60 min keynote** or **half-day workshop**
For marketing leaders and cross-functional commercial teams
Booked for Surrey Business School and the University of Leicester
Keynote
### The Buyer Who Left the Room
Organisational gravity, named. Four reasonable edits, each defensible on its own, translate buyer language into capability language before anything reaches market. The audience leaves knowing what to change at the next review.
**30 to 45 min**
For brand, content and product marketing teams
Delivered at the Content Marketing Summit 2026. Booked for SAMPS North America
Keynote or workshop
### Give the Buyer a Seat at the Table
Why customer truth drops out of commercial decisions, and how a grounded synthetic customer brings it back into the review. Includes a live demonstration: the same asset, two prompts, one flattering answer and one useful one.
**45 min keynote** or **90 min workshop**
For marketing and commercial leaders weighing up AI
An earlier version delivered at The Uprising 2026
Keynote or panel
### Synthetic for Directional, Human for Decisional
Where AI belongs in buyer research and where it becomes dangerous. The evidence on both sides, from studies where synthetic respondents track real ones closely to reviews where they match in just over a third of cases, plus a five-point check to run before trusting a synthetic answer.
**30 to 45 min**
For insight, research, AI governance and leadership audiences
New for 2027
### Specialist sessions suit narrower rooms
Sales kickoff
### AI-Augmented Selling
How sales teams use grounded synthetic customers to prepare calls, map buying groups and walk into meetings already briefed. The pitch exit, from the seller's side.
**60 min**
Delivered at SAMPS Boston
Keynote or lecture
### Beyond the Persona PDF
Why personas rust. The persona was right; it was also absent when the decision got made. What keeps buyer insight usable under a Tuesday-afternoon deadline.
**30 to 60 min**
Delivered at Surrey Business School
Webinar or workshop
### AI for Account-Based Marketing
Five AI moves that turn account-based marketing from spreadsheet to system.
**45 min**
Delivered at SAMPS
In-house
### Custom workshops
Built for sales, go-to-market and life science commercial teams, and run on your own launches and campaigns.
**Half day or full day**
Scoped on a 30-minute call
Every booking includes a 30-minute discovery call and an audience tailoring session, whether the room is academic, biotech, pharma, diagnostics, tools or services.
Book a talk
### Four details tell me if it fits
Send these and I will come back with the talk that suits your room, what I would tailor, and whether the date works.
[Schedule your talk](mailto:matt@strivenn.com?subject=Speaking%20enquiry&body=Event%20name%3A%0AAudience%20type%3A%0ADate%20or%20timeframe%3A%0AWhat%20you%20want%20the%20audience%20to%20leave%20with%3A%0A) [Or book a 30-minute call](https://strivenn.com/meetings/strivenn/strivenn-meetings)
1. 1Event name
2. 2Audience type
3. 3Date or timeframe
4. 4What you want the audience to leave with
---
## Rooms and reviewers say the same thing
> "Post event, you were consistently listed as a favorite presentation. You are a star!"
>
> Mark Schaefer, marketing strategist and authorAudience reaction
> "I wasn't a new reader. I was already in the choir."
>
> [David Oliva, Organomation](https://lnkd.in/p/ePdBkZXh), on reading the bookSaw me speak at the ACS Marketing Elements Summit and SAMPS Boston
> "Matt Wilkinson has named one of the scariest hauntings in modern marketing: the buyer disappears like a ghost between the research deck and the campaign launch."
>
> Ann Handley, author of *Everybody Writes*On the core idea
> "One of the biggest hidden problems in marketing: companies drifting away from the buyer while believing they are customer-centric."
>
> Joeri Billast, author of *The Future CMO*On the problem
---
## Seven formats fit most programmes
Pick the format your event already runs. I will shape the session to fit it.
KeynoteConference sessionExecutive workshopPrivate team trainingWebinarPanel or fireside chatPodcast guest
A full session recording and longer footage are available on request.
---
## Upcoming
Three confirmed dates between now and early December.
5 November 2026 | Marketing Week webinar
### From AI Promise to Marketing Proof
A panel on where AI is earning its place in marketing and where it is still costing more than it returns. The discussion covers moving from experimentation to measurable impact, where competitive advantage actually sits, and which decisions have to stay with human judgement.
**Webinar**, 11:30 to 12:30 GMT, online. Hosted by Russell Parsons, editor-in-chief of Marketing Week, in partnership with Cognizant and Google Cloud.
19 November 2026 | University of Leicester
### The Buyer in the Loop: The Evidence Layer
Marketing analytics and social listening are being rebuilt around AI. This guest lecture works through what those signals can honestly tell you about a buyer, and why the evidence behind a synthetic customer decides whether it is worth arguing with. The model running it matters far less than what you feed it.
**Guest lecture**, Leicester, UK
3 December 2026 | SAMPS North America Conference
### The Buyer Who Left the Room: How to Win More with Data You Already Have
Most life science commercial teams already hold one of their most valuable assets: evidence from the buyers they are trying to reach. Between the customer conversation and the approved message sit several review cycles, each pulling the work closer to internal consensus and further from the buyer. This session names that force, organisational gravity, and shows what it costs in pipeline.
**Conference session**, 08:50 on day two. DoubleTree by Hilton San Francisco Airport, Burlingame, CA.
[Event details](https://www.samps.org/events/december-2-3-san-francisco-ca)
---
## Recent talks
19 October 2026 | Surrey, UK
### The Buyer in the Loop
A guest lecture for Surrey Business School marketing students. Why buyer research decays the moment it enters an organisation, where in the approval chain it happens, and what changes when a grounded synthetic customer sits in the review.
14 October 2026 | London, UK
### The Last Mile Problem: Why AI Still Needs Marketing Talent
An invite-only lunch roundtable at Marketing Week's Festival of Marketing, chaired by Russell Parsons, editor-in-chief, in partnership with Cognizant and Google Cloud. Where AI capability ends and marketing judgement begins, and who makes the final call on what reaches the customer.
30 September 2026 | Webinar
### MCP: The Missing Connection in Your Sales Stack
A fireside chat with Amarpreet Kalkat, founder and CEO of Humantic AI. What Model Context Protocol means for a sales team in practice, where it already changes daily selling, and why a synthetic customer wired into the stack does more work than a persona document ever did.
[Watch the recording](https://drmattwilkinson.ai/appearances/humantic-ai-mcp-sales-stack?hsLang=en)
23 September 2026 | Remote
### AI, Sales, and Me
A guest lecture for the Cameron School of Business at the University of North Carolina Wilmington. What changes for the seller when the buyer arrives already briefed by AI, and what individuals and firms can put to use: call preparation, buying-group mapping and grounded synthetic customers.
15 September 2026 | Online
### The Buyer Who Left the Room
Delivered on the AI track of the Content Marketing Summit, hosted by Digital Collegium for higher education marketing teams. Why approval chains quietly rewrite content for the people signing it off, and how grounded synthetic customers keep the reader in the room.
10 June 2026 | Webinar
### Beyond AI Prompting
Familiar AI is just the lobby. The real work happens further in. A panel with Ann Brine of Promega, Nick Clare of Succession and Sarah Neely of SignalSwell.
4 to 5 June 2026 | Oxford, UK
### Pivotal Links
Everyone says they know their customer. That customer is never present in the rooms where the decisions get made. Delivered to the research and IVD reagent community at the networking event hosted by Pivotal Scientific.
21 to 24 May 2026 | Maryville, TN
### The Uprising 2026
AI Beyond the Prompt, co-delivered with Brian Piper and Dan Nestle at Mark Schaefer's marketing retreat for senior marketers.
20 May 2026 | Ipswich, MA
### NEB Global Marketing Meeting
A talk on what AI is doing to life science marketing, followed by a series of workshops on building a marketing campaign in a day with PersonaAI.
10 March 2026 | Durham, UK
### Durham University Business School
A guest lecture on PersonaAI and what a marketing strategy looks like when the buyer is in the room for it.
21 January 2026 | Webinar
### The Conference Execution Gap
Where conference money goes and where the preparation fails, built on original exhibitor survey research.
---
## Eighteen rooms and counting
The Uprising hosted by Mark Schaefer, SAMPS European Conference (Cambridge, UK), SAMPS Annual Conference (Boston, MA), ELRIG Drug Discovery (Liverpool, UK), Saint-Gobain Sales Directors Forum (Paris, France), the Association for Key Account Management at Siemens HQ (Munich, Germany), New England Biolabs (Ipswich, MA), Pivotal Scientific (Oxford, UK), Cranfield School of Management (Cranfield, UK), Surrey Business School (Surrey, UK), Durham University Business School (Durham, UK), the University of Leicester (Leicester, UK), the University of North Texas (Denton, TX), the University of North Carolina Wilmington (Wilmington, NC), IFE London (London, UK), Marketing Week's Festival of Marketing (London, UK), the Content Marketing Summit (online) and the C&EN Marketing Elements Summit (Washington, DC).
After the event
## Take the session inside your team
Some rooms want the second half: the workshop run on their own launches, a grounded synthetic customer built from their own buyer evidence, and advisory support while the habit forms. My Saint-Gobain programme for sales directors started when someone saw a session I gave to the Association for Key Account Management in Munich.
[Ask about workshops and advisory](https://strivenn.com/meetings/strivenn/strivenn-meetings)
Hold a date
## Tell me who is in the room
Email **matt@strivenn.com** with the audience and the outcome you need from the session. I will tell you which talk fits, what I would change for your room, and whether the date works. Dates for the first half of 2027 are open now.
[Email matt@strivenn.com](mailto:matt@strivenn.com?subject=Speaking%20enquiry) [Or book a 30-minute call](https://strivenn.com/meetings/strivenn/strivenn-meetings)
[](https://drmattwilkinson.ai?hsLang=en)
---
© 2026. All rights reserved.
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"@id" : "https://drmattwilkinson.ai/#person"
}, {
"@type" : "Person",
"jobTitle" : "Founder and CEO, Humantic AI",
"name" : "Amarpreet Kalkat"
} ],
"sameAs" : "https://www.youtube.com/watch?v=46htz1IYQ0E",
"startDate" : "2026-09-30T13:00:00-04:00",
"url" : "https://luma.com/be8vw8k8"
}
```