Webinar • Aug 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

Speakers

Malachi Threadgill

Principal Analyst (ABM) at Forrester

Nirosha Methananda

Former VP of Marketing at Influ2

Key Points

[00:46]	The basics of account-based marketing
[03:30]	Buying group marketing serves to evolve the approach of account-based marketing for a better and more holistic customer experience
[04:40]	Buying group marketing is essentially about getting working with sales to actively build interest and engagement throughout the funnel
[06:50]	The changes in buyer behavior and how it got more complex, more self-directed, and more digital during the Covid-19 pandemic
[08:52]	Why sellers should interact with buyers throughout the entire journey right from the beginning
[09:49]	Merging marketing and sales for a more centralized approach
[11:09]	On the importance of lifecycle marketing
[12:54]	Who is the buyer in B2B: market -> Account -> Buying center -> Buying group -> Persona
[14:22]	81% of organizations with an ARR of over $5,000 consist of 4 or more buying groups
[15:56]	With buying groups in mind, how should your program change?
[19:36]	Sales and marketing together and why “marketing sourced” is slowly dying
[21:13]	Buying group engagement scores from Influ2 and how they help SDRs shape their strategy
[23:08]	What metrics should sales and marketing focus on?
[36:44]	Success factors for buying group marketing starting from operating the right data and getting the right insights from it
[38:20]	Strategy + experience + smarketing: how to start implementing buying group marketing

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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