Model Overview Report

Capture, Connect, And Leverage Buying Group Signals In Demand Programs

Recognizing Signals In The Context Of A Buying Group

August 13th, 2021
With contributors:
Terry Flaherty , Amy Hawthorne , Renee Irion , Cristina De Martini , Kerry Cunningham , Malachi Threadgill , Isabel Montesdeoca


B2B marketers historically viewed buying signals as random motions from multiple individuals in a single account. As a result, they couldn’t recognize how these signals were connected to provide context from a buying group. When an organization focuses on buying groups and opportunities, it must align technologies to integrate, operationalize, and orchestrate buying signals captured from all buying group members. In this report, we share how connecting and leveraging buying group signals enables B2B marketers to inform the design of demand programs and move buying groups associated to opportunities through the B2B Revenue Waterfall.

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