Buying groups, not individuals, make B2B purchasing decisions. As decision-making processes become more complex, sales and marketing professionals must target buying group members with precision to accelerate the path to revenue.

In a recent webinar, Intentsify and Forrester dove into how frontline marketers use revenue marketing platforms to identify, engage, and influence decision-makers at the persona and buying group member level and reach the right people at the right time with marketing programs that resonate.

Here's a recap of why traditional lead- and account-based approaches fall short, what a B2B buying group looks like, and how to successfully approach buying groups with the right technical capabilities.