━━ WINNING THE BUYING GROUP
Building buying-groupjourneys with proofpersonal to everyseat at the table
B2B deals are not won by convincing one buyer. They are won by giving 6 to 10 people on the same buying committee enough confidence — independently — to say yes in the same room.
━━ THE PLAYBOOK
Account-Based Marketing got a bad name because most of it was personalised banners over a generic story. We treat ABM as a buying-group discipline: every seat at the table — CFO, security, ops, end user, executive sponsor — gets the proof they personally need to advance the decision.
We orchestrate it across paid, sales-led outbound, executive engagement, custom content and live experiences — all running off one connected playbook. Sales walks into the meeting already trusted by the people in the room.
━━ WHY NOW
Why this works right now
The deal is decided long before the demo.
stakeholders are involved in the typical B2B buying decision today — each with different priorities, fears and information needs.
— Gartner
of total buying time is spent on independent online research. Vendors who aren't visible in that 27% don't make the shortlist.
— Gartner B2B Buying Survey
higher marketing-sourced revenue for companies running disciplined, multi-threaded ABM versus traditional lead-based motions.
— ITSMA / Momentum ITSMA
━━ THE METHOD
How we build it
From target account list to multi-threaded pipeline.
Tier the account list, map the room
We work with revenue ops and sales to tier accounts (1:1, 1:few, 1:many) and then map the buying group inside each — every role, their priorities, their objections, the proof each one needs. The map drives every downstream play.
Build the role-aware proof library
For each buyer role we build a tight, ownable set of proof artefacts — a security teardown for the security lead, a TCO narrative for the CFO, an integration story for the architect, a workflow walkthrough for the end user. Each artefact reads like it was made for that specific person — because it was.
Orchestrate paid, outbound and executive engagement
Paid display, programmatic audio, LinkedIn, sales outbound, executive dinners and custom microsites run off one playbook. Sales sees which proof has landed with which seat in real time and walks into the meeting already trusted. Marketing and sales operate as one team, not two.
Measure at the account, not the lead
We track account engagement score, buying-group coverage, influenced pipeline and win rate by tier — and run a holdout to prove lift. MQL volume is no longer the KPI. Multi-threaded, sales-ready accounts are.
━━ WHAT YOU GET
Deliverables, on a single page.
- Tiered target account list (1:1 / 1:few / 1:many)
- Buying-group map per account with proof requirements per role
- Role-aware proof library (microsites, films, decks, reports)
- Orchestrated paid + outbound + executive engagement playbook
- Sales enablement and meeting-ready briefing packs
- Account-level influence and pipeline dashboard
━━ OUTCOMES
What changes in the business.
━━ Proof in the work
Where this playbook ran in the real world.
━━ QUESTIONS WE GET A LOT
Before you brief us.
ABM done right has always been about the buying group, not the account. Most programs labelled 'ABM' never made it past targeted display ads. We rebuilt the discipline around the actual decision unit — every seat, every proof, every channel — which is what the category was supposed to be in the first place.
Tighter than most organisations are comfortable with at first. We run a joint weekly cadence with marketing, sales, SDRs and customer success on the target account list. Within 60 days the meeting becomes the most important hour of the week for the revenue team — because it's where pipeline gets made.
We've run it from a 1:1 program of 25 strategic accounts up to a 1:many program of 1,200 named accounts. The mechanics scale; the level of personalisation per account is what changes. We help you decide the right tier mix during the kickoff.
Where account volumes allow, we run a matched holdout cohort and measure engagement, pipeline, win rate and deal size against it. Where they don't, we use share-of-account-coverage and time-to-meeting as leading indicators. Reporting is built so it satisfies both the CMO and the CFO.
Walk into the deal already trusted by everyone in the room.
Multi-threaded pipeline beats single-threaded heroics. Every quarter.
BRIEF US ›