Summit US Sessions ADM_Evolving Qualification Strategies in a Buying Group World

Evolving Qualification Strategies in a Buying Group World

Wednesday May 8, 2019 | 3:25 PM - 4:05 PM

Speaker(s):  Vicki Brown

Focus: Operationalize

Priorities: Revenue Engine Optimization

The Demand Unit Waterfall™ marks a major evolution in the identification and management of demand. This model fundamentally shifts how to qualify and measure demand – moving away from tracking an individual’s activities and moving toward tracking the overall engagement of a buying group. This change means we must now consider all of the human and non-human touches across every channel for all members of the buying group to determine proper qualification of demand.

For marketing:

  • Identify ways to qualify buying groups within a demand waterfall
  • See how automation & human interaction define a buying group’s readiness to buy
  • Understand how to track the engagement of buying groups