Podcast • Jul 14, 2022

The ABCs of BGM, with Dmitri Lisitski

For Influ2’s co-founder Dmitri Lisitski, Buying Group Marketing (BGM) is the natural evolution of ABM, providing laser-focused insight on personas within a buying group.

Dmitri Lisitski

CEO & Co-founder of Influ2

David Rowlands

Head of Content at B2B Marketing

Key Points

[01:20]	On the shortcomings of the old school approach to ABM
[02:54]	Why buying group marketing is a natural continuation of account-based marketing: businesses should be able to target different stakeholders within their target accounts for a more personalized and granular value offer.
[04:01]	How to establish who their buying groups are and the personas inside them
[06:48]	What information should you collect about people from your buying groups?
[07:47]	Producing the right content for different individuals within different buying groups for utmost relevance
[11:24]	Choosing advertising channels to deliver content to relevant audiences and combining them for a better experience
[14:00]	Why marketing and sales often talk to different audiences and how to bridge this gap
[16:56]	Why marketing and sales funnels are essentially the same funnel and how bringing their efforts together can boost business revenue.
[19:14]	Engagement data as the main distinction of buying group marketing from ABM

Next Podcasts

The RevOps & ABM Alignment: Leveraging contact-level ads in ABM

B2B Marketing, with Dmitri Lisitski

MarTech Podcast: The concept of account-based everything (ABX)

Ads that help you sell

Book a demo