Person-based marketing narrows account-based work from a company to the decision makers who can actually act.1
Buying-group thinking connects those individuals so marketing and sales can support the same decision rather than separate lead and account views.2
Independent research shows why the shift matters: buying decisions now involve larger internal and external groups, while many teams still struggle to identify and engage the right people.3
The sessions build from the core concept to the operating model for contact-level ABM.
9 episodes
Toby Pannell explains person-based marketing: serving ads to named contacts and scoring their engagement for sales.
Influ2's Nirosha Methananda shows how person-based advertising aligns sales and marketing heading into a downturn
Influ2's Dmitri Lisitski and B2B Fusion's Jon Russo show how a shared, person-level funnel fixes ABM's account-only gap
Influ2 CEO Dmitri Lisitski on why B2B ads fail, person-based targeting, and what real buying-group data proves
Influ2's Anna Tsymbalist and Radish's Chris Willocks map buyer signals to ad strategy — and show how to get ads noticed.
Forrester's Kelvin Gee and Influ2's Dmitri Lisitski make the case for shifting GTM from accounts to buying groups.
Forrester's Malachi Threadgill on why buying groups, not leads, should be B2B marketing's organizing principle.
Nirosha Methananda explains Buying Group Marketing and how Influ2's full-funnel campaign delivered a 581% ROI.
Forrester's Nora Conklin and Influ2 CEO Dmitri Lisitski share survey data on why contact-level targeting makes ABM work
