Podcast • Jun 20, 2022

Understanding Buying Group Marketing, with Nirosha Methananda

What is Buying Group Marketing? What's your ideal customer profile? Which accounts are we going after, understanding who your personas are within like the buying group is, who your key stakeholders are, who those personas are, and what motivates and drives them?

Eric Dickmann

Host of The Virtual CMO Podcast

Nirosha Methananda

Former VP of Marketing at Influ2

Key Points

[04:00]	The problem that Influ2 wants to solve: making social media and display advertising tangible and measurable in terms of ROI
[04:32]	What are the main mistakes businesses like to make in their marketing strategies?
[07:28]	Why is it not always effective to focus your marketing on one decision maker? And how can a business identify an entire buying group that contributes to the final decision?
[09:04]	Person-based marketing: the right insights for reaching the right people within your target accounts
[12:09]	Is buying group marketing applicable to smaller businesses?
[16:17]	Some of the real-life use cases from the Influ2 customers and how their approach changed once they started using Influ2
[19:14]	How to ensure the privacy and security of customers’ personal information: mindfulness and consciousness.
[24:15]	In conclusion: on the importance of a marketing strategy, understanding buying groups and their motivations, and listening to what customers have to say about themselves and their needs.

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