Advertising to the whole Buying Group: A pipeline-first framework for B2B marketers

B2B buying rarely starts with a sales conversation or with one visible decision-maker. Buyers research, consult peers, and form opinions across channels long before they engage. Yet many digital programs still optimize for clicks, leads, and disconnected channel metrics. Join Stephanie McArthur, Sr. Principal, GTM & ABX Expert at Demandbase, to learn a practical framework for reaching the full buying group, focusing spend on high-value accounts, and connecting advertising performance to pipeline impact. You’ll leave with actionable insights on reaching hidden buyers, building a cross-channel media mix, and measuring success by account progression.