Summit US Sessions MOS_Blowing Up Marketing How Buying Groups Change Everything

Blowing Up Marketing: How Buying Groups Change Everything

Wednesday May 6, 2020 | 11:20 AM - 11:40 AM

Speaker(s):  Kerry Cunningham, Vicki Brown

Track(s): Marketing Operations

B2B marketers have been perfecting the craft of lead creation and management for more than a decade, but that simply doesn’t address the fact that B2B buyers are groups of individuals. These individuals appear independent as they are researching, but in reality, they are on unique paths to a shared destination. In this presentation, we will outline what marketing organizations must do in order to beat their competition by identifying and capitalizing on the presence of buying groups.

This session will provide the following benefits:

  • Understand core components impacted by a shift to focusing on buying groups
  • See examples of why these components are critical to an organization’s ability to make a shift to buying group enablement
  • Get concrete steps you can use to make a plan to address current gaps

May 4–7, 2020 | Live Virtual Experience

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