Planting Demand Seeds and Growing Buying Groups

In the search for improvements on the legacy MQL-based demand gen process, buying groups have become an accepted fact of what’s actually happening in a B2B buyer’s journey. So now we’ve moved from needing more leads to needing more buying groups – how then do we accomplish that? Signals are a major part of the answer, and yet, from anonymous website visits, to LinkedIn profile details, to AI-scraped magic, all signals certainly aren’t created equal. They come from different people and places, in varying intensities and more, leaving you to make sense of them and your teams to figure out the appropriate next actions. This session will help sort that out. In this session, we’re bringing a duo of product and solution talent to the table. Demand signal expert Kristin Prosowski will discuss the attributes of different signal types and their utility for discovering and converting buying groups. From there, GTM expert Dara Such will share how companies are innovating with signals to drive buying group-centric progress. In a single session, you’re getting clarity for your signal sourcing strategy and your revenue process transformation program alike.