Podcast • Jun 17, 2022

The Ins And Outs of Buying Group Marketing, with Amisha Gandhi

To take your account-based programs to the next level, you need to laser-focus on decision makers within a buying group to give them the right message, at the right time, in the right channels. Enter Buying Group Marketing (BGM).

Amisha Gandhi

SVP of Marketing at Tipalti

David Rowlands

Head of Content at B2B Marketing

Key Points

[01:10]	On the new role of marketing in working with leads and the overall customer experience
[03:22]	On multi-threaded approach: how to identify your key target personas and the people in their team influencing them
[05:09]	On conducting thorough research for establishing target personas and finding out what their pain points are
[06:36]	On gathering relevant information on your key target personas and understanding their influences
[07:49]	On going really granular and personalized with your content
[10:59]	Why is it so important to get the message in the right channel? And how does one choose the right content format for each individual?
[13:26]	Marketing really exists to support sales and make the brand an important and recognizable voice in the market: on the importance of alignment
[15:53]	Why you should concentrate on company metrics rather than department metrics: on having different KPIs for each team and looking at them in a close tie
[17:36]	On group marketing results and how it helps companies focus on specific individuals in the buying group and build good relationships with them
[19:21]	Creating personalized experiences en masse in ABM vs creating highly personalized experiences and journeys for specific individuals in buying group marketing

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