Moments That Move Buying Groups: Designing GTM Experiences That Create Pipeline
Most B2B marketing is built for activity, not impact. Buying groups see more messages, more ads, and more events than ever, yet very little actually moves a deal forward.
In this session, we’ll break down how modern GTM teams design intentional moments across the full buying group, not just individual buyers. Drawing from real field marketing, ABM, and sales-led execution, we’ll show how orchestrated moments, delivered at the right time with the right message, create momentum and translate into pipeline.
This is a practical, operator-led conversation on how teams move beyond tactics and design GTM experiences buyers actually remember.
Key Takeaways
1.) Why most B2B marketing fails to break through buying group noise, and what actually changes that
2.) How to shift from single-buyer tactics to orchestrated buying group engagement
3.) How events, ABM, and sales plays function as coordinated moments, not standalone campaigns
4.) A practical framework to design gifting and content moments to target, engage and grow buyers no matter where they are in their journey
5.) How marketing supports real sales conversations and pipeline movement, not just lead volume
Speakers
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