Buying Groups

This course explores the evolving dynamics of B2B Buying Groups and will equip you to navigate their complexity with clarity and confidence. You’ll learn to identify key decision makers, enable them through omnichannel engagement, and orchestrate campaigns that align, accelerate, and deliver measurable impact, while staying ahead of client-led trends and AI-powered personalization.
  • 11 videos (52 min)
  • 7 PDFs
  • 2 Learning Activities
Who is this for?
  • Marketers
  • Business owners
  • Sales representatives
  • Managers

Experts

Maria Masaniello

Demand Generation Director & GTM

Pavel Banhegyi

Global Performance Marketing Manager, 1NCE

Course curriculum

Lesson 1.
Understanding B2B Buying Groups
This lesson introduces the concept of B2B Buying Groups and how they influence every stage of the buyer journey. You’ll learn why group dynamics matter more than ever, how to address diverse stakeholder priorities with a unified narrative, and how this complexity, when understood, becomes your greatest advantage in Demand Generation.
Lesson 2.
How to identify and engage Buying Groups
In this lesson, you’ll learn how to identify Buying Group members using signals, personas, and intent data. We’ll explore how to engage them in meaningful ways, keep stakeholders aligned through omnichannel approaches, and sharpen targeting with Account-Based Marketing. By the end, you’ll better understand how group-centric enablement creates stronger opportunities and accelerates deal progression.
Lesson 3.
Measuring, optimizing, and looking ahead
In this lesson, you’ll discover how to measure success from a group perspective and use those insights to optimize campaigns. You’ll explore how AI, buyer-led journeys, and Account-Based Experience are reshaping Demand Generation, and how to orchestrate engagement across the full lifecycle.