B2B marketing is shifting from targeting individual decision-makers to targeting buying groups comprised of multiple roles and responsibilities. To successfully reach these groups, marketers must comprehend group dynamics, create customized content for each role, facilitate group alignment, coordinate cross-channel campaigns, integrate martech stacks, and track success metrics. Nikki Candito shares her experience shifting to this approach and provides guidance for other B2B marketers to begin implementing this modern B2B marketing strategy. Read the article to get full insights.