Name: Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups
Start: 2025-04-24T14:00:00Z
End: 2025-04-24T14:00:39.000Z
Location: BrightTALK
Rating: 5

This channel provides practical advice to help B2B marketers understand the rapidly evolving marketing landscape, and to make best use of new techniques and tools.

Want to see powerful storytelling in action? B2B Marketing hosts Gravity Global and Ben Lang, Head of Client Engagement, Jupiter Asset Management to decode how emotion fuels B2B effectiveness. We will dive into Gravity’s Fame, Admiration, Belief framework - showing how compelling storytelling, a single‑minded proposition and measured bravery can cut through complexity, build trust and sustain demand. 
Ben will be sharing how Jupiter’s brand has evolved and embedded across the business - from positioning and narrative to identity, digital, content, client communications, TV and beyond. Expect practical takeaways on an approach that compounds fame, deepens admiration, and converts belief into enduring demand in financial services. Join this B2B Marketing webinar in association with Gravity Global - it'll be worth every minute.

Making Markets Feel: Creating Enduring Demand in Financial Services

B2B buyers no longer move neatly through the traditional funnel. Today’s buyers are independent, well-informed, and often decide who to purchase from before ever speaking with sales. What used to be a linear journey has become unpredictable and far less controllable.



In this new climate, being conversion-obsessed isn’t enough. Marketing leaders must put trust and brand at the center.



This session challenges outdated funnel-first thinking and introduces a new blueprint built around buyer enablement, brand credibility, and the silent majority of buyers who never raise their hand. In partnership with ReelFlow, a panel of experts will share how marketing teams can adapt to evolving buying behaviours and put these principles into practice. We’ll cover:
● How to design exceptional website experiences to make your organization stand out.
● How to leverage buyer-enabled video experiences to drive deeper engagement.
● Understanding how AI is reshaping top-of-funnel search.
● Tangible next steps for marketing leaders to take to adapt to shifting buyer dynamics.

Speakers: 
Jonathan Griffiths.
Dimitrios Kales.
Chris Wickson.

Inside the Evolving B2B Buyer: Why B2B Marketers Must Stop Chasing Conversions and Start Building Trust

In today’s fast-moving marketing landscape, growth isn’t driven by campaigns alone. It’s powered by commercial marketers who have the ability to think beyond brand and channel and have a much deeper understanding of a GTM strategy. 

Join B2B Marketing and The Think Tank for a practical, research-backed webinar that explores the crucial link between commercial marketing and sustainable growth. Using insights and takeaways from The Think Tank’s research Unlocking B2B Growth: How a Winning Go-to-Market Strategy Drives Commercial Success, which drew on insights from more than 1,000 marketers in the UK and USA, we will be unpacking everything from:

- Why enacting GTM is a core business strategy and its link to commercial success.
- How insight-driven planning is critical for a Go-to-Market strategy.
- How to tackle limitations, such as measuring impact, misalignment and the ever-changing tech landscape.
- The implications of the research and a framework for delivering GTM further.

Speakers include: 
- Matt Allen, Senior Executive Director - Clients, Markets & Strategy, Bidwells
- Sarah Whipp, CMO, Elliptic
- Liam Bateman, Founder & Managing Director, The Think Tank

Regardless of where you’re at in your GTM journey, this session will give you the tools, framework, and insights to drive marketing forward with a commercial mindset.

From Insight to Impact: The Commercial Marketer’s GTM Playbook

Today’s B2B buyers don’t want phone calls or gated PDFs; they want to guide their own purchase journey with content that answers questions as precisely as a sales rep would. Yet most enterprises still funnel prospects into the same lead-hand off routine—95 percent of which buyers ignore. In this webinar in association with  Splashmetrics and BBN | Agency X,  we will be showing CMOs how to meet modern buyers on their terms—without overhauling existing GTM operations. You’ll see how to transform your highest-value assets into interactive, AI-driven experiences, capture a new class of buyer data, and feed sales teams insight they can act on the moment a self-qualified prospect reaches out. The result: tighter marketing-sales alignment, faster deal cycles, and a measurable lift in ROI.

A CMO Briefing: Serving the Self-Educating Buyer—AI Content, Real-Time Pipeline Insight

Did you know that 82% of buying groups have requirements mostly set before engaging with a vendor? The traditional sales cycle might have a clear start and end—but the journey in between? It’s anything but linear. Today’s B2B buyers take a squiggly, self- directed path, researching, comparing, and shortlisting without ever filling out a form.

So why is it that marketing and sales continue to follow a traditional funnel (invented in 1898 by the way)? 

Join Stuart Jaffray, Managing Director, Green Hat as he runs through an exciting presentation and Q+A session, which outlines how marketers should be approaching the B2B buying cycle, especially in a world where buying groups are utilizing
self-service practices.

This B2B Marketing webinar in association with Green Hat, a BBN organization, will cover everything from their research with 6sense to:

● How to engage and influence self-serve buyers with content, brand, and smart
activation.

● What the “dark funnel” really is, and how intent data and integrated tech stacks can help you uncover hidden buying activity.

● How marketing should influence the research stage to facilitate sales and increase alignment between teams.

● Who your self-serve buyers actually are—and how generational trends are shaping the future of B2B buying behaviour.

Late to the Buying Party? Winning Strategies for the Self-Serve Buying Era

Delivering high-impact digital ads can certainly be a challenge in the B2B
industry. The days of relying on third party cookies have been replaced with investing in first-
party data, utilising contextual targeting and creating data ecosystems - but not everyone
has gotten on board.
 
In this webinar in association with Funnel Fuel, we will be delving into some top tips for
brands who are looking to build a first-party data strategy to deliver their digital campaigns.
We also address how to ensure your ads appear in the right context to the right audience at
the right time, as well as the key to delivering your ads in real-time.

Top 5 Tips For Executing Your Digital Advertising Campaign

Join us for an insightful digital case study webinar, presented in partnership with JPC. Hear directly from James Mollard, Director of Growth and Strategy, JPC, and Chris Cowie, Client Partner, The Co-operative Group, BT, as we walk through a real-world ABM case study with leading British gaming company William Hill. We will be discussing everything from selecting accounts to overcoming key challenges and driving measurable impact.
If you’re looking for tactical advice and takeaways, we will also be touching on the transition from an account-based marketing approach to a deal-based marketing approach. In addition, James and Chris will delve into the critical role of early stakeholder alignment, highlighting how engaging sales leadership, consultants, and finance from the outset can lead to commercial success. Stay tuned until the end to discover how the BT and William Hill
partnership has evolved and what results they were able to achieve.

Backing the Right Accounts: Inside a Revenue-Driven ABM to DBM Strategy with BT and JPC'

As B2B buyers become more self-serving, personalization has become pivotal in cutting through the noise and standing out. Check out this exciting digital case study webinar in association with TrenDemon, featuring CEO Avishai Sharon.

In this session, Avishai will dive into the real-world challenges marketers face when personalizing websites, content, and digital experiences. He’ll chat us through the personalization journey—from understanding what strategies to deploy at different maturity levels, to measuring effectiveness and discovering automation opportunities that drive impact.

But that’s just the beginning. We’ll also explore how TrenDemon is helping B2B ABM teams boost conversion rates and streamline workflows, turning digital experiences into pipeline-generating engines.

Speakers:
● Kavita Singh, Head of Growth Solutions Content, B2B Marketing
● Avishai Sharon, CEO, TrenDemon

The Power of Personalization in the B2B Buyer’s Journey

What does GTM (go-to-market) mean? We talk about it all the time, but are we defining and applying it in the most strategic way? And does it lie with marketing, product or sales? But most importantly, how can it be used to generate commercial success?

These are all questions that will be answered in an exciting panel discussion. In this B2B Marketing webinar in association with The Think Tank, we are hosting a panel with three key marketing leaders. 

Off the back of winning ‘UK B2B agency of the year’ at our B2B Marketing Awards, The Think Tank will share their definition of a go-to-market strategy, the steps to executing it effectively, as well as the commercial benefits from introducing this strategy into the business.

Speakers Include: 
- Liam Bateman, Managing Director, The Think Tank.
- Sarah Sutton, Chief Marketing Officer, Send.
- Sarah Roberts, Global Cheif Marketing Officer, Boldyn Networks.

Why Defining and Activating Your Go-to-Market Strategy Is a Must in 2025

In this exciting webinar in association with FunnelFuel, we will be breaking down
the new digital advertising environment - specifically around targeting. We will be using real-
world examples and expert advice to demonstrate why precision targeting isn’t just a nice-to-
know but a need-to-know in B2B marketing.
We will also be discussing:
● Why there’s been a revival of contextual advertising and why advertisers need to
focus on the content’s quality and relevance.
● How marketers can shift away from retargeting strategies and focus on first party
data methods such as email, CRM testing and much more.
● How to ensure compliance with privacy standards and cultivate trust with your
audiences.
● Whether curation platforms are a good option to pursue in lieu of third-party data.

Speakers Include:
Paul Collier, Chief Marketing Officer, Funnel Fuel.
Julia Porter, Partner and Board Director, Data Protection Network Associates.
Alex Bacon, Marketing Director, Cloud Direct.

Hitting The Bullseye: How To Aim For Precision in Digital Advertising’s New Landscape

Ready to take your ABM to the next level with AI? 

Imagine harnessing the power of AI to pinpoint your ideal accounts, create and measure hyper-personalized campaigns, and boost engagement like never before. It’s not just possible—it’s happening right now, and we’re here to show you how.

In this webinar, in association with Salesforce, we’ll explore cutting-edge AI tools that work best at each of the five steps in Inflexion Group’s proven ABM process. If that wasn’t enough, you’ll get to see real-life demos from seasoned ABM-ers who’ll share how they integrate AI into their own successful programs. This session will arm you with the knowledge and tools to drive success and stand out in a competitive landscape.

Speakers include: 

- Joanna Moss, Marketing Director, and Top Accounts & ABM, Salesforce
- Bev Burgess, Co-founder and Chief Executive, Inflexion Group
- Rhiannon Blackwell, ABM Leader, Global Marketing at PwC
- Dorothea Gosling, Executive Consultant, Inflexion Group

AI Tips & Tricks to Supercharge Your ABM Journey

Arqiva, which offers smart water metering networks and capabilities in the UK, was working on programs with the likes of Thames Water and Anglian Water. But despite this, the brand wasn’t widely known in the water industry. Enter Nine+Nico, who aimed to raise Arqiva’s profile and cultivate relationships with metering decision-makers.

In this digital case study in association with Nine+Nico, Kavita Singh, Senior Content Editor, B2B Marketing, will be chatting with Harriet Nicholson, Strategy Director, Nine+Nico, and Kate Stephens, Marketing Manager, Arqiva to discuss their successful collaboration on this ABM campaign. From exposure through a whitepaper and conference to incredible results, we’ll find out how Nine+Nico was able to get Arqiva’s name out there while reaching key accounts. Tune in to learn all about it.

Download the full Martech Vendor Spotlight Report 2025 for ABM, which is linked in the attachments.

How Nine+Nico Made Waves With Its ABM Campaign For Smart Water Meters

The pace of change in B2B is astonishing – AI has accelerated an ongoing creative
transformation that is seeing marketing campaigns evolve as never before, embracing new
channels, technologies and techniques to drive ROI in ruthlessly competitive categories. But
given the sheer breadth of campaigns across numerous brands and categories (and the
astronomical variety of brands, messages and creative strategies) how do marketers and
agencies understand and respond to the trends that are shaping tomorrow’s success?

Until now, this has been an impossible challenge, but not any more. For the first time in the
20-year history of the B2B Marketing Awards, we’ve done a deep analysis 100s of entries to
identify the key trends that are driving evolution and powering success in a new generation
of B2B marketing campaigns. Join Joel Harrison and Shane Redding for this webinar where
we’ll reveal the standout creative and campaign trends that we’ve identified, discuss how
these were deployed in real life examples and explore the implications for B2B marketing
success in 2025 and beyond. 

You’ll learn:
- Which creative techniques and marketing channels are defining the future of B2B.
- How changing buyer dynamics is impacting on creative execution.
- Which B2B brands are leading the pack by breaking the mould of B2B marketing.
- How to align creative excellence with ROI.

Revealed! The creative trends driving the future of B2B – an exclusive deep-dive on B2B Marketing Awards 2024 entries

With growing concern around polarisation and political instability at home, and regional conflicts fundamentally reshaping supply chains and global trade, marketers need to evolve alongside new dynamics to remain on the front foot. In this panel, we will explore the main global political and economic disruptions, the short-term and long-term dynamics that will affect marketers, and what can marketers do to rise to the challenges of these uncertain times.

Speakers include:
-Katherine Curtin, Senior Director, Head of Marketing - Know Your Customer, Moody's
-Atul Mathew, Head of Marketing - North America, Temenos
-Andres Llano Meija, Marketing Excellence Senior Manager - Global Marketing Organisation, PwC
-Anthony Riley, President and CEO, The MX Group

The impact of global, political, and economic forces on B2B marketing.

B2B organisations are facing unprecedented levels of disruption driven by rising operating costs, shifting buyer behaviours, and accelerated technological advancements. This webinar explores the challenges B2B marketing leaders must address to stay competitive and achieve profitable growth in a rapidly evolving landscape. 

Join us to enjoy actionable insights into how B2B organisations can navigate today’s challenges, drive innovation across the business, and achieve sustainable long-term growth.

Speakers include: 
-James Keaton, Chief Marketing Officer, Pleo
 
KEY FOCUS AREAS:

• How to uncover signals in your data to drive operational efficiency
• The effect of growing financial pressures on generating profitable growth
• How B2B marketing leaders can prove Marketing’s impact on revenues amid tightening marketing budgets
• Effective strategies to target future buyers, reduce marketing spend wastage, and increase ROI

AGENDA:

• Adapting to the new B2B landscape
Discover how pressures on margins and slower buying cycles are reshaping business strategies, making it crucial for B2B marketing leaders to demonstrate clear bottom-line impact to secure investment.

• Optimising your audience and media strategy
Learn how to surface ideal customer profiles and ‘in-market’ audiences in new ways using data-driven insights, optimise spend to deliver more marketing and revenue outcomes, align your content with audience needs, and allocate budget to the most impactful channels.

• Proving the ROI of your marketing strategy 
Explore how to implement a full-funnel attribution approach that enables you to track and prove the influence of marketing campaigns on key business metrics like revenue and pipeline growth.

• How you can leverage technology for a competitive advantage
Find out how MarTech can help improve operational efficiency at every level from simple content and ad personalisation and generation at scale, to AI-driven insights that power your go-to-market strategy.

Leading from the frontlines: Marketing-driven commercial growth in the age of B2B transformation

In the ongoing quest to build trust and credibility, B2B brands often struggle to align brand awareness with demand generation. In the past five years, influencer marketing has emerged as a powerful tool to bridge this gap.

In this webinar, in association with Inbox Insight, we will be giving you the playbook on enhancing a brand’s visibility and driving qualified leads; plus you’ll get the chance to listen to a compelling panel discussion with senior-level B2B marketers on the very topic.

In addition, this session will include:

- The advantages of B2B influencer marketing, including generating high-quality content, fostering organic engagement, and boosting demand generation.
- Strategies to convert brand recognition into tangible demand, driving growth, and maximizing ROI.
- Real-world case studies demonstrating how influencer marketing can achieve B2B business goals.

Speakers:

- Joel Harrison, Editor-in-chief, B2B Marketing
- Kristen Sesto, Director, Custom Influence
- Robyn Hartley, Founder, Paper Kite Media
- Ross Howard, Product Marketing Director, Inbox Insight.

Brand vs Demand: Unleashing The Power Of B2B Influencer Marketing To Bridge The Gap.

In the middle of volatile market dynamics and downward budget pressures, the need to demonstrate the value of marketing becomes more important than ever. In this webinar, our panelists will explore how we prove the impact of marketing on revenue in tough times. This panel will also discuss how best to navigate the tension between brand and demand for short-term sales, and what can be done to remain innovative despite dwindling budgets. 

Speakers include: 
-Megan Cabrera, Vice-President Marketing Ops, Sophos
-Jenna Beck, Industry Growth Marketing Executive, TCS
-Amanda Thompson, Director of Marketing Segmentation, Pax8

Demonstrating the value of marketing in tough times.

In today’s complex B2B landscape, purchasing decisions aren’t made by just one person—they involve buying groups of key stakeholders, each with unique priorities and influence. Yet many organizations still rely on lead-centric (MQL) models that struggle to identify the most promising opportunities quickly and effectively. In fact, Forrester reports that a lead-centric process has a 99% failure rate from inquiry to close.

In this insightful webinar and panel discussion with LeanData, we’ll explore why buying groups are the true drivers of revenue growth—and how shifting your strategy can unlock better pipeline efficiency and sales alignment.

We’ll dive into practical strategies for:

Transitioning from lead-based models to buying group engagement
Overcoming challenges like sales buy-in, stakeholder identification, and tracking multi-threaded engagement
Understanding the tech side: Does your CRM support buying group data, and how can you optimize it?

Plus, if your company is entrenched in an MQL structure, we’ll be delving into some top tips for organizations that might be resistant to change.

Speakers include:
- Martin Haasenstrach, Global Channel Marketing, Siemens
- Lauren Daley, Director, Marketing Operations, Palo Alto Networks

Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups

B2B Marketing

Buying Groups

revenue growth

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Demand generation is the process through which a business integrates marketing and sales to move potential buyers down the sales funnel from interest to payment. The BrightTALK demand generation community is made up of thousands of professionals sharing and learning best practices for engagement marketing, demand generation and lead scoring and nurturing through interactive webinars and videos. Register and join the conversation to attend live webinars and have your questions answered by demand generation professionals and thought leaders.

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Marketing Operations and Automation

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Beyond MQLs: Unlocking Revenue Growth by Embracing Buying Groups

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B2B Marketing