Use the analogy of elite special forces (SAS) to quickly communicate that your marketing services are highly specialized, tactical, and targeted, not broad-stroke campaigns. This frames your agency as a precise, high-impact unit for clients.
Salespeople, tired of deals being killed by unknown stakeholders, are increasingly initiating the move to a buying group model. They are now asking their marketing counterparts for help engaging the entire committee, reversing the traditional flow of strategy.
The most effective first step toward a buying group strategy is a low-tech, collaborative session. Get sales and marketing in a room to manually map out the buying committee on a whiteboard before turning to any software for validation or execution.
Empower your marketing team or agency to manage salesperson LinkedIn profiles to send connection requests and run nurtured messaging cadences. This establishes credibility and a direct communication channel within target accounts before a formal sales handoff.
Bridge the sales-marketing gap by creating 'sales pods' where the marketing team or agency presents qualified accounts and holds sales accountable for engagement. This keeps marketing involved post-handoff and ensures valuable signals are acted upon promptly.
Instead of using AI for mass content creation, which leads to overload, leverage it to adapt a core value proposition into highly relevant messaging for each persona within a buying group (CEO, CTO, CFO), addressing their specific pain points.
A single contact qualifying out an offer does not mean the entire account is a dead end. In B2B deals with large buying groups, other stakeholders may have different needs. Marketing must continue to monitor the account for other buying signals.
Acquiring net new customers is expensive and resource-intensive. A more efficient growth strategy is to focus on expanding business within your existing customer base, treating these upsell and cross-sell opportunities with the same strategic importance as new logo acquisition.