Insights: Strategic priorities in modern B2B marketing
03.
The need to engage and influence largely anonymous buying groups
The B2B buying landscape has changed and decision-making processes are becoming increasingly complex and opaque. Today's buying groups often comprise multiple stakeholders who remain anonymous until late in the buying journey, presenting a significant challenge for marketers accustomed to more straightforward lead-based approaches.
This evolution demands a fundamental rethink of engagement and influence strategies. Nick Geurds from Lepaya highlights this shift: "We're now leveraging multiple data sources and predictive analytics to assess engagement at the Decision-Making Unit (DMU) level. For instance, if our model predicts that eight or nine individuals in a thousand-employee company should be actively engaged with our solution, we track how all of them are interacting with our platform, not just the one who becomes an MQL." This sophisticated use of data and analytics represents a significant advancement from traditional lead-based marketing, allowing for a more nuanced understanding of buying group dynamics.
The importance of tracking engagements across decision-making groups is underscored by John Hills from Crowdcube: "We track engagements across these decision-making groups to refine our sales cycle and enhance customer experience. This approach not only makes our sales process smoother but also allows us to connect on a more personal level with our clients." This focus on personalisation at scale is becoming increasingly crucial in a landscape where buyers expect tailored experiences throughout their journey.
We've leveraged AI and intent data from 6sense to create highly personalised campaigns. By analysing the keywords our prospects are exploring, we can understand their interests and tailor our messaging accordingly.
Alyssa Maker
Global Director of Growth Marketing, Sana Commerce
To address these challenges, marketers are now turning to advanced technologies. Alyssa Maker from Sana Commerce shares their approach: "We've leveraged AI and intent data from 6sense to create highly personalised campaigns. By analysing the keywords our prospects are exploring, we can understand their interests and tailor our messaging accordingly." This use of AI and intent data allows marketers to engage more effectively with anonymous buying groups, providing relevant content and experiences even before individual stakeholders have identified themselves.
Alex Venus from Personio adds another layer to this strategy, focusing on both individual and account-level engagement: "We're now focusing more on measuring influence and engagement at both the account and individual contact levels. Previously, we mainly looked at lead generation, nurturing, and conversion for individuals. Now, we aggregate that data to see the bigger picture at the account level." This dual focus allows for a more comprehensive understanding of buying group dynamics and enables more targeted, effective marketing strategies.
We're now focusing more on measuring influence and engagement at both the account and individual contact levels. Previously, we mainly looked at lead generation, nurturing, and conversion for individuals. Now, we aggregate that data to see the bigger picture at the account level.
Alex Venus
Head of Digital and Web Marketing, Personio
As B2B marketers grapple with the challenge of engaging anonymous buying groups, a clear trend is emerging towards more sophisticated, data-driven approaches. By leveraging advanced technologies, predictive analytics, and a more holistic view of account engagement, marketers are finding new ways to influence and engage with complex buying groups throughout their journey. This shift represents not just a change in tactics, but a fundamental reimagining of the B2B marketing function, positioning it as a strategic driver of business growth in an increasingly complex and anonymous buying landscape.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.