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Last year, my team ran a series of tests to see whether we could reach multiple people at an organization with coordinated messages.

The result was a strong YES. Creating marketing messages for a specific group was not only a possibility but also a better approach because we could have more control over our ABM campaigns.

I'm now in charge of orchestrating a transition from individual lead-driven marketing to buying-group marketing, and I've given myself and my team three months to do it.

Why Switch to Buying Groups?

First and foremost, marketers need buy-in from their leadership, sales teams, and IT teams for a shift to happen. So it's important to share the value of moving from a lead-based outreach plan to one that coordinates messaging across the entire team of people that are responsible for the purchase decision.

Even if it's not possible to run a true end-to-end test before making the switch, there are resources that show the value of buying groups. Forrester put it well when it featured an article titled "Your buyer is a group, not a person. What are you doing about it?"

It's also important to understand the steps needed to enable buying-group marketing. Reaching out to a buying group requires orchestration across individual profiles:

  • First, buying groups need to be identified.
  • Then, customer databases, marketing technology, and sales technology must be updated and coordinated.
  • Then, marketing processes, messaging, and content plans need to be shifted.

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

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ABOUT THE AUTHOR

image of Nikki Candito

Nikki Candito is the vice president of integrated marketing at Anteriad, a full-funnel B2B marketing solutions company.

LinkedIn: Nikki Candito