From MQLs to Buying Groups: Rethinking How B2B Revenue Teams Drive Pipeline
Learn how forward-thinking B2B teams are evolving beyond lead-based models to engage entire Buying Groups—and drive more effective pipeline.
Date: Wednesday, July 23rd, 2025
Time: 9:30am – 10:30am PT | 9:30am – 10:30am UK
Modern B2B buying decisions rarely come from a single lead—they come from groups. But many go-to-market teams still rely on outdated MQL models that don’t reflect how real buying happens.
Join Demandbase and guest speakers from Forrester and Workday for a thought-provoking session on how sales and marketing teams can align around Buying Groups to build pipeline that closes.
In this one-hour webinar, you’ll hear:
- Why Buying Groups are critical for high-value, complex B2B deals
- The most common blockers to adoption—and how to overcome them
- How revenue teams can shift from individual lead focus to opportunity-based engagement
The session will feature a research-backed perspective from Forrester and first-hand insights from Workday on the real operational challenges and mindset shifts required to activate this strategy.
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