Podcast • Sep 27, 2022

Revenue Talks: Buying Group Marketing, with Joe McNeill

Learn more about what exactly Buying Group Marketing is, how it can improve a company's go-to-market alignment, and how BGM can co-exist with and enhance an ABM strategy.

Joe McNeill

Chief Revenue Officer at Influ2

Katie Foote

CMO at Drift

Justin Keller

VP of Revenue Marketing at Drift

Key Points

[02:29]	The impact of having to work from home
[05:11]	Why you should anchor all teams to revenue goals
[05:55]	The buying group framework promoted by Influ2: get the right value proposition to the right individual
[07:32]	What makes buying group marketing different from traditional account-based marketing
[08:28]	How ABM fails to deliver on its true intent granular personalization and targeting, and where group buying marketing bridges this gap
[09:57]	On messaging and targeting alignment
[11:17]	Some of the initial successes that Influ2’s customers usually witness once they adopt the new approach of BGM
[12:56]	How does buying group marketing scale?
[14:14]	About revenue-oriented mindset and how it helps organizations unite their departments by the same goals
[15:19]	The resistance to pivoting towards the new mindset of “less volume, more quality” and how to tackle it
[16:40]	How the Influ2 team uses BGM and their own tool to drive the entire top of funnel strategy as well as mid funnel and customer success strategies
[17:44]	How macroeconomics and the current state of things impact organizations’ desire to optimize processes for better efficiency
[19:30]	What is the number one thing the Influ2 team is focused on for accelerating revenue growth?

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