Cast a Smart Net, Not a Wide Net: Tips for Successfully Understanding Personas and Buying Groups.
We can no longer market to one persona and expect results. These days, our marketing needs to reach the whole buying group—and the champions, practitioners, ratifiers and decision-makers who all contribute to a successful purchase.
March 30th @ 11:00 am PT
If you’re only crafting and marketing to personas, without considering the different members of your buying groups, you might be missing out on opportunities to reach your target accounts.
Why? Because your decision-makers, champions, and practitioners all require different content strategies as they evaluate your solution. And you can’t market to them if you don’t clearly know who they are. Persona creation doesn’t go away—the modern buyer’s journey just requires a smarter approach.
On March 30th at 11am PT, Iron Horse Chief Growth Officer, Monica Behncke, will virtually sit down with TechTarget VP of Customer Enablement & Data Strategy, Dara Such, to chat about the nuances of B2B buying groups and how to get better responses out of outbound marketing and sales techniques.
Join us for this live discussion on:
The difference between personas and buying groups and how they fit together
Using intent data to learn about the different members of your buying group
Engaging and influencing your buying group, and how to adjust for different key scenarios
Register now.
MONICA BEHNCKE • CHIEF GROWTH OFFICER, IRON HORSE
As Chief Growth Officer, Monica is responsible for Iron Horse clients’ growth and alignment strategies. Most recently, Monica was the Vice President and Global Group Director of B2B Services at Forrester where she led over 100 advisors and analysts serving B2B sales, marketing, and product executives. Prior to Forrester, Monica led the Marketing Executive practice for SiriusDecisions, where she developed and applied best practice methodologies serving executives across a variety of industries. Before her advisory service roles, Monica held executive positions in AMD, Cisco, and IBM.
DARA SUCH • VP OF CUSTOMER ENABLEMENT & DATA STRATEGY, TECHTARGET
Dara is an executive dedicated to helping customers transform and optimize account-based marketing & sales motions. This includes optimization of data workflows, ABM/GTM strategy (best practices, planning, execution, optimization & refinement), alignment of tech vendor and buyer interactions, and strategic content marketing, all with an eye on technology market trends.
