Cracking the Code: Build and Scale B2B Buying Groups for Account Engagement

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About the Session

“The B2B buyer is a buying group,” states the Forrester Revenue Marketing Buying Group Manifesto, marking a significant evolution in how businesses approach B2B marketing. Aligning internal teams around buying groups is critical for marketing success. But how do you even begin to prepare your organization for this shift? Explore the steps to create, operationalize, and scale buying groups with an Adobe expert and IBM’s CTO. From defining roles to aligning processes and preparing data, this discussion provides a roadmap for success — even before implementing tools like Adobe Journey Optimizer B2B Edition.

Key takeaways:

  • Adobe’s proven framework for aligning teams, processes, and data around buying groups
  • Insights from IBM on preparing for and operationalizing buying groups in B2B marketing
  • Actionable steps to get started and drive alignment within your revenue teams

Industry: High Tech, Industrial Manufacturing

Technical Level: General Audience

Track: B2B Marketing

Presentation Style: Thought Leadership

Audience: Campaign Manager, Digital Marketer, Marketing Executive, Audience Strategist, Operations Professional, Marketing Practitioner, Marketing Operations , Business Decision Maker, Email Manager

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