WebinarAug 18, 2022

Forrester & Influ2: Putting the Buyer Back into B2B with Buying Group Marketing

What will your learn?

  • The challenges for B2B marketing that go beyond targeting the right accounts
  • Why we need to put the buyer back into B2B
  • How Buying Group Marketing helps B2B marketers achieve the highest level of granularity


Malachi Threadgill
Malachi Threadgill
Principal Analyst (ABM) at Forrester
Nirosha Methananda
Nirosha Methananda
Former VP of Marketing at Influ2

Key Points

Key takeaways

Buying group marketing is an evolved approach to ABM, aiming to provide a better and more holistic customer experience.
It involves actively building interest and engagement throughout the funnel by working closely with sales.
It is crucial for sellers to interact with buyers right from the beginning of their journey.
This emphasizes the need for a centralized approach that merges marketing and sales efforts, focusing on lifecycle marketing to effectively engage buying centers and buying groups.
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