Webinar • Aug 19, 2022

Market, Engage, and Sell to Buying Groups Who Want to Hear from You

What will you learn?

How Buying Group Marketing helps sales and marketing teams better market, engage, and sell to their target accounts
How BGM helps to extend marketing beyond the top of the funnel
How BGM helps to work more collaboratively with sales
How BGM helps tangibly measure the results of all revenue activities.

Speakers

Nirosha Methananda

Former VP of Marketing at Influ2

Key Points

[00:47]	If you wanted to target Microsoft with your ad, how would you approach it with account based marketing vs buying group marketing?
[03:09]	Buying group marketing as a natural evolution of account-based marketing for more precise targeting and better alignment between sales and marketing
[04:16]	The average size of a buying team is around 14-23 people
[06:26]	What does buying group marketing actually look like in practice?
[12:30]	How marketing activities can aircover sales and generate more relevant engagement
[14:06]	The three fundamental pillars of buying group marketing: strategy, experience, smarketing
[15:53]	Buying group marketing strategy: understanding your target business needs and creating a holistic marketing strategy
[20:09]	Buying group marketing experience: focusing on the art and orchestration of an experience required for marketing success
[27:17]	Buying group marketing smarketing: aligning with sales strategically, operationally and practically
[30:56]	On unifying sales and marketing goals, metrics and creating a unified funnel - and where Influ2 stands in all of this

Key takeaways

Unifying sales and marketing goals, metrics, and creating a unified funnel allows for better measurement of results from a revenue perspective.

Three fundamental pillars of Buying Group Marketing: strategy, experience, and smarketing (sales + marketing).

Buying Group Marketing extends marketing beyond the top of the funnel, enables more precise targeting through understanding the average size of buying teams, and fosters better collaboration and alignment between sales and marketing.

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