Webinar • Mar 02, 2022

B2BMX: Why Buying Group Marketing Is the Next Big B2B Strategy

What will you get?

An understanding of BGM and the trends driving it
A playbook on how to make BGM actionable
Examples of how other businesses are approaching BGM

Speakers

Dmitri Lisitski

Co-Founder & CEO at Influ2

Key Points

[01:30]	Why buying group marketing?
[02:06]	Why targeting accounts are not always the most precise way and where buying groups step in
[04:37]	Person-based marketing: you should talk to specific decision makers, not the whole accounts
[05:20]	Why decision makers aren’t the only people who actually make buying decisions
[08:07]	The idea of a unified funnel instead of separate marketing and sales funnels
[10:12]	When should you pass leads from marketing to SDRs for max.efficiency and payback?
[12:47]	How to personalize messaging for different buying groups and individuals
[14:36]	The importance of engagement signals for further content personalization
[15:55]	Why providing relevant content for each individual is the cornerstone of marketing personalization
[17:42]	Summing personalization up
[18:28]	On the best time to consume ads and how you can use it to your advantage
[21:21]	How to measure marketing impact and pivot your strategy accordingly

Key takeaways

Targeting buying groups rather than just individual decision makers is crucial. It recognizes that multiple stakeholders are involved in the buying process.

Instead of separate marketing and sales funnels, adopting a unified funnel allows for better alignment and collaboration between the two departments.

Personalizing messaging for different buying groups and individuals is essential.

Leveraging engagement signals helps in content personalization, providing relevant content tailored to each individual.

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