Case Study

UKG: Adopting Buying Group Concepts To Identify And Drive Prospect Engagement Through The Buyer’s Journey

January 25th, 2023
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst
With contributors:
Cristina De Martini , Ella Sullivan , Ellen Lind

Summary

Enticing buying group members from in-market target accounts to self-identify and become inbound prospects can substantially improve B2B marketing and sales efficiency. To attract and engage in-market prospects, organizations must measure prospect engagement at the buying group level. By focusing digital marketing spend on the active segment of the market, organizations can increase engagement from desirable accounts, leading to increased selling efficiency. In this case study, we describe how UKG adopted the top stages of the B2B Revenue Waterfall™ to identify in-market prospects, target digital advertising spend, and drive buyer engagement.

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