Evolve your Account-Based Marketing by focusing on and engaging with groups of people making decisions at your target accounts.
Buying Group Marketing (BGM) focuses on finding and engaging the buying groups and key decision-makers inside your target accounts. It's about continuously monitoring engagement and sentiment and adapting a marketing and sales experience responsive to their purchase journey.
Forrester’s Principal Analyst (Account-Based Marketing), Malachi Threadgill, joined Influ2 to share buyer trends driving the need for Buying Group Marketing (BGM). Together with Nirosha Methananda, VP of Marketing at Influ2, he shared how to best structure Forrester’s B2B Revenue Waterfall to engage buying groups.
There are three fundamental pillars for executing Buying Group Marketing: