Evan Liang started digging into buying groups a few years ago, knowing it was going a step beyond the recent ABM trends. And there's a reason everyone at #pavilionCMOsummit2024 had a slide, a section or an entire talk about the buying group or team or committee. Or multithreading. Or a dozen other similar threads. Because an efficient business that isn't mired in GTM bloat needs to look at how quickly and effectively they can weave together individual leads into a larger account map. Then trace different intents, different stakeholder positions, different objections and different outcomes. This webinar is probably your best jumping off point for a entirely new set of adventures in marketing.
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Anyone that is considering a move to buying groups should listen in on Thursday. Many of us have been hearing about buying groups for a long time, and yes, selling to multiple buyers isn’t new, but doing it efficiently is still a challenge. During this session you’ll hear examples of how companies have approached buying groups before and been successful. You’ll also hear some important points that you could apply to your own journey toward better marketing or selling to groups of people, rather than just focusing on individual leads or too broadly targeting entire accounts.
Looking forward to my conversation this Thursday (4/25) with two thought leaders in the Buying Groups space: Jon Miller and Kerry Cunningham. I first met Jon years ago in his Marketo days when LeanData’s focus was primarily deduping. Jon introduced us to the Marketo Ops team: David Cain, Jeffrey Serlin, and Patrick Chen. I watched Jon pioneer marketing automation and ABM at Adobe Marketo, Engagio, and then Demandbase. I’ve always admired him as a forward-thinker. He’s consistently on the cutting edge of marketing trends. I met Kerry back in his analyst days at Sirius Decisions and then Forrester. He’s always been a strong advocate for Buying Groups along with Terry Flaherty, Amy Hawthorne and Vicki Brown. Now that Kerry’s at 6sense Inc., a LeanData partner, we have an even greater opportunity to work together. If you’re curious about an Opportunity-centric, go-to-market strategy based in Buying Groups, we’ll be sharing real-world examples of organizations succeeding with this model today. You’ll also learn how to position Buying Groups internally, and the core metrics used by marketing teams adopting this motion. Join us on Thursday to learn about the next big go to market trend: https://bit.ly/3Wf2wGA #buyinggroups #gotomarket #salesstrategy #opportunitymotion #opportunitycentric
Business Case for Buying Groups
https://www.leandata.com
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Sales Ops + Strategy @ LeanData • Certified SFDC Admin, LeanData Admin, Clari Admin & Forecasting, Hubspot Marketing Software
If you're interested in learning more about Opportunity based selling, or Buying Groups as a GTM strategy, join us for a webinar on April 25th. Evan Liang (LeanData's CEO), Jon Miller (co-founder of Marketo & Engagio), and Kerry Cunningham (6Sense's research and thought leader), will be chatting about: ⭐ The complexities of the buying journey today ⭐ How to adopt a Buying Groups model and position it internally ⭐ Leveraging Buying Groups to identify and engage with key contacts to drive pipeline Register here: https://lnkd.in/ggdTDxPf #revops #marketing #marketingops #marketingoperations
Business Case for Buying Groups
https://www.leandata.com
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It’s always exciting when a co-panelist says, “We may have to get into an argument about this…” So thank you Jon Miller and Kerry Cunningham for the lively and insightful discussion on Buying Groups at the LeanData webinar last week. Here’s a few takeaways: Buying Groups - why now? Lead-based marketing is too narrow. This approach misses buying signals by not engaging with the right people across the Account. Accounts are too broad — especially if you sell several different products. This strategy is particularly problematic for existing customers and expansion revenue. Buying Groups is just right. The idea of an Opportunity-centric, Buying Group motion has actually been around a while (the Opportunity object is not new) but what’s different now is there are companies, at the forefront, implementing this strategy. In addition, from a technology perspective, companies can now automate things they weren’t able to in the past, making Buying Groups an operational reality. But, as Jon shared, we’re likely at the 20-yard line with this new approach. Looking forward to helping organizations move Buying Groups closer to the end zone. Watch the replay here: https://bit.ly/3JHGQuY #buyinggroups #opportunitymotion #Sales #GTM #webinar #goldilocks
The Business Case for Buying Groups
https://www.leandata.com
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SVP GTM Operations and Sales Enablement. Proven revenue accelerator and team builder leading successful sales operations, marketing and sales organizations for mid-sized and large enterprises.
One of the must useful webinars I've attended this year. Sales and Marketing practitioners need to get on the Buyer's Group train now. Stop settling for contact lead and account-based targeting that miss the essential truth: contact leads and accounts don't buy anything, it's the buyer's groups that do! Thanks, Evan Liang, Jonathan Miller and Kerry Cunningham.
It’s always exciting when a co-panelist says, “We may have to get into an argument about this…” So thank you Jon Miller and Kerry Cunningham for the lively and insightful discussion on Buying Groups at the LeanData webinar last week. Here’s a few takeaways: Buying Groups - why now? Lead-based marketing is too narrow. This approach misses buying signals by not engaging with the right people across the Account. Accounts are too broad — especially if you sell several different products. This strategy is particularly problematic for existing customers and expansion revenue. Buying Groups is just right. The idea of an Opportunity-centric, Buying Group motion has actually been around a while (the Opportunity object is not new) but what’s different now is there are companies, at the forefront, implementing this strategy. In addition, from a technology perspective, companies can now automate things they weren’t able to in the past, making Buying Groups an operational reality. But, as Jon shared, we’re likely at the 20-yard line with this new approach. Looking forward to helping organizations move Buying Groups closer to the end zone. Watch the replay here: https://bit.ly/3JHGQuY #buyinggroups #opportunitymotion #Sales #GTM #webinar #goldilocks
The Business Case for Buying Groups
https://www.leandata.com
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Digital Marketing Expert and Speaker | Marketing Director at Protenus | Adjunct Marketing Professor at University of Missouri St. Louis
Don't miss my MarTech online conference session "Taking the pulse of your marketing: 5 benchmarks to monitor and strategies to move the needle" tomorrow from 11:35 AM - 12:05 PM CDT, register for free here: https://lnkd.in/gjpdZ2iC Join me as I get right to: 📊 The heart of the 5 benchmarks that marketers should measure against 📈 The KPIs that are actually important to monitor ✅ The actionable steps that you can start taking tomorrow to not only meet, but surpass those benchmarks. #martechconf #marketingtechnology #marketing #leadgeneration #demandgeneration #marketingdata #marketingstrategy #martech
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Top Voices in Marketing & Advertising | Rising Star in Marketing | Director of Marketing & Communications at Bridge Partners | Data-Driven Brand Strategist (aka Professional Hype Gir)
Here's your chance to see Brianna Miller share what you should be measuring for marketing success, a critical topic when marketers use 10+ tools a day. And, it's free to sign up! Thank you, MarTech! If you want to watch someone get straight to the good part, this presentation is for you.
Digital Marketing Expert and Speaker | Marketing Director at Protenus | Adjunct Marketing Professor at University of Missouri St. Louis
Don't miss my MarTech online conference session "Taking the pulse of your marketing: 5 benchmarks to monitor and strategies to move the needle" tomorrow from 11:35 AM - 12:05 PM CDT, register for free here: https://lnkd.in/gjpdZ2iC Join me as I get right to: 📊 The heart of the 5 benchmarks that marketers should measure against 📈 The KPIs that are actually important to monitor ✅ The actionable steps that you can start taking tomorrow to not only meet, but surpass those benchmarks. #martechconf #marketingtechnology #marketing #leadgeneration #demandgeneration #marketingdata #marketingstrategy #martech
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It’s clear there’s a maturity gap in ABM strategies, so how can marketers start closing it? ZoomInfo has some tips for you: https://ow.ly/oc9G50P4Pff #zoominfo ZoomInfo
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Democratising data, analytics & data science through AI | 2nd Time Founder | Flipkart | Vedantu | IIM Lucknow
Getting real insights requires real effort. While it's easy to sift through Salesforce analyzing reasons for won and lost deals, true insights come from directly engaging with customers and understanding their decisions firsthand. Priya Doty shared invaluable insights on the power of external win-loss analysis on the latest episode of Metric Minds. She emphasized how this approach provides a clearer, more accurate understanding of customer behavior and decision-making processes, often revealing factors outside the anticipated buying journey. Dive Deeper into Strategic Insights: Click the link in the first comment to watch the full episode and learn how win-loss analysis can radically alter your marketing strategy. Join us for this enlightening discussion with Priya and uncover the real reasons behind your customers' decisions, guiding you to more effective and targeted marketing strategies. #marketingleadership #marketing #insights
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It’s clear there’s a maturity gap in ABM strategies, so how can marketers start closing it? ZoomInfo has some tips for you: https://ow.ly/Caaf50P4Pfm #zoominfo ZoomInfo
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It’s clear there’s a maturity gap in ABM strategies, so how can marketers start closing it? ZoomInfo has some tips for you: https://ow.ly/GFT450P4PfC #zoominfo ZoomInfo
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