Beyond ABM: Why You Shouldn't Spread Marketing Messages Like Peanut Butter

ABM ( account-based marketing) is an effective marketing strategy, but it is not perfect. Buying Group Marketing (BGM) is a more targeted approach, which requires creating unique experiences for each buyer on the core decision-making team and the greater buying group. BGM also requires optimizing channels and personalizing the experiences. B2C and B2B buying behaviors are similar in that buyers bring their whole selves to the purchasing decision.

Personalization in BGM is not just using names in emails or displaying logos, it is relative to the buyer's needs. An example of BGM done well is ProfitWell, which increased its banner CTRs, buying group engagement and enterprise deals won by 111%.

To be effective in BGM, marketers need to create campaigns that take into account the context of individual buyers in the group. This requires customizing campaigns and designing experiences around the buyer's uniqueness. BGM is a great way to optimize marketing effectiveness and have a significant impact on the bottom line.