How to win over a B2B buying committee that keeps growing

One person might push for a purchase, but up to 20 people can be involved in the final decision. Security raises concerns, finance questions the cost, and procurement shows up last minute with new requirements. Find out how teams are rethinking buying committee marketing to build B2B demand generation campaigns that win the whole group over.

Top takeaways

01

Campaigns built around one senior title miss the decision makers and influencers who shape the final call

02

Several contacts engaging from one account is a good sign, so be careful about capping leads

03

Each person in a B2B buying group needs different proof before they’ll say yes

04

B2B stakeholder engagement grows when your main contact can easily share your content with colleagues

Make the case for your next campaign

Go into budget conversations with a forecast built on your revenue goal, audience, and deal size.

Who this guide is for

Heads of Demand Generation

seeing deals stall once more people get involved

VPs and Directors of Marketing

whose persona research rarely makes it into campaigns

ABM Leads

building an account-based marketing strategy that reaches the people around the person who signs

Content Strategy Leads

creating assets buyers can pass on to their team

Ready to dig in, or ready to talk?

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