MarTech Overtime: How B2B marketers can reach buying committees at their target accounts

Peter Isaacson, CMO and account-based marketing leader at Demandbase, presented at MarTech West about how to reach buying committees at target accounts. Questions were submitted by attendees around intent, KPIs and the journey of the buying committee and Isaacson took the time to share some insights with us. How do you use AI – along with intent – to reach the buying committee early? The goal of all B2B marketing and sales is to reach the buying committee at your target accounts, i.e., the people who will sign off on a purchase and all of the influencers who are going to contribute to the decision. The challenge has been how to identify that buying committee because they are by nature ad hoc, ephemeral and different at every organization. And quite frankly, different for every purchase. It’s very difficult to identify the buying committee, but technology now allows these people to self-identify themselves. The people who are researching the topics and keywords that are connected to your company are very likely the buyers and influencers you’re trying to reach at your target account. These people are self-identifying themselves as the buying committee- showing interest and intent because of the content they are consuming online.