B2B buying committees are growing, buying cycles are getting longer and the status quo has a firm grip on indecision. Marketers tend to focus on engaging one buyer at a time, rather than addressing the entire committee within targeted accounts and helping them to navigate the complexity of reaching consensus. By adopting an ABM approach, marketers will increase performance, as well as contribution to revenues.
In this session, you'll learn:
- How personas can help to orchestrate buying committee engagement;
- Why content must inform and influence buying committee conversations—and how that works
- How to address shifts in context at each stage of buying to keep momentum going