How B2B Marketers Can Shift to Buying Groups in Three Months or Less

How B2B Marketers Can Shift to Buying Groups in Three Months or Less

Marketing Strategy — Tue., Sep. 12, 2023

Last year, my team ran a series of tests to see whether we could reach multiple people at an organization with coordinated messages. Creating marketing messages for a specific group was not only a possibility but also a better approach. I'm now in charge of orchestrating a transition to buying-group marketing in 3 months.

Marketers need buy-in to make the shift and should share the value of buying groups. Steps to enable buying-group marketing include finding buying groups, tackling technical changes, and updating campaign plans. Marketing operations, sales operations, MAP tech support, and CRM tech support are all important stakeholders.

Once the transition is complete, I'll be keeping a close eye on the movement of buying groups to make sure we have the most recent activity and are as relevant as possible. This is just the beginning of the journey and we'll make it better along the way.

... continue reading below
Sign up for free to read the full article.
Enter your email address to continue reading

How B2B Marketers Can Shift to Buying Groups in Three Months or Less

Don't worry ... it's FREE!

Already a member? Sign in now.

Related Articles

Do Marketers Expect to Face More Competition in 2024?

Do Marketers Expect to Face More Competition in 2024?

Do marketers think their companies will face more competition in 2024 compared with 2023? To find out, researchers conducted a survey of 507 marketing professionals in the United States.

What Do Top-Performing B2B Marketers Do Differently? Six Things That Might Surprise You

What Do Top-Performing B2B Marketers Do Differently? Six Things That Might Surprise You

What makes top B2B marketers successful? Recent research unveils what differentiates top performers. Dive deeper.

Martech 2024: Three Trend Predictions

Martech 2024: Three Trend Predictions

Another year in martech has passed at a blistering pace—with the discussion on new trends, technologies, and issues consuming our days. The author builds on his (mostly borne out) 2023 predictions about three martech trends.

Fundamental Change Is Coming to B2B Marketing in 2024

Fundamental Change Is Coming to B2B Marketing in 2024

The next few years will bring fundamental shifts to marketing. First things first, though: Prepare for what's to come in 2024 before looking further out into the future. Here's where 2024's most successful marketers and media agencies will direct their focus this year.

Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

Knuckle Down in 2024: Three Predictions for Tough B2B Marketers

The bad news is that marketing isn't going to get any easier in 2024. The good news is that your marketing output is sure to improve if you use these three predictions to work both smarter and harder in the new year. See what's ahead...

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

Do More With Less: Six Smart Ways to Balance Brand & Demand to Drive Growth in Tough Times

For marketers, belt-tightening is back for 2024. Balancing brand and demand investments, however, doesn't have to hurt. In fact, taking these six steps can increase impact, build resilience, and pave the way for long-term growth. Do more with less.

Subscribe to the MarketingProfs Today newsletter