Build a Demand Gen Engine for Buying Committees

Part of the e-book series, Owner’s Manual for the Modern Demand Gen Engine

B2B purchase decisions are made by buying committees.

To optimize for this, you need to deliver the right content to the right people at the right time… but how?

With 59% of purchasing decisions made by multiple stakeholders¹, you need to build your demand gen engine for the buying committee. In fact, over 50% of B2B marketers are already using customer-centric, multi-touch nurture streams to progress opportunities and increase win rates.

In “Building for the Buying Committee,” part 5 of the e-book series Owner’s Manual for the Modern Demand Gen Engine, TechTarget CMO John Steinert and award-winning, high-growth marketing strategist Samantha Stone will show you how to implement a demand gen strategy that appeals to the three main types of B2B buyers by:

  • Conducting win-loss interviews
  • Creating persona-based customer journey summaries
  • Operationalizing persona-based outreach
  • Planning for frequent updates

Download today to learn in-depth, from-the-trenches insights from practicing marketers who are at the forefront of the industry.

1Source: The SiriusDecisions Buying Spectrum, 2019

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