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

Marketing Strategy — Tue., Sep. 12, 2023

Last year, my team ran a series of tests to see whether we could reach multiple people at an organization with coordinated messages. Creating marketing messages for a specific group was not only a possibility but also a better approach. I'm now in charge of orchestrating a transition to buying-group marketing in 3 months.

Marketers need buy-in to make the shift and should share the value of buying groups. Steps to enable buying-group marketing include finding buying groups, tackling technical changes, and updating campaign plans. Marketing operations, sales operations, MAP tech support, and CRM tech support are all important stakeholders.

Once the transition is complete, I'll be keeping a close eye on the movement of buying groups to make sure we have the most recent activity and are as relevant as possible. This is just the beginning of the journey and we'll make it better along the way.

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