The New ways to identify B2B buying group members article discusses how AI-powered solutions from companies like Anteriad, Demandbase, and 6sense can help B2B marketers identify and engage members of buying groups or committees involved in major purchasing decisions. It explains the traditional challenges in identifying buying group members and their diverse roles and agendas. The article then highlights new technological approaches from the companies.
Anteriad's Audience Identification and Activation solution, which examines a client's historical data and develops ideal customer profiles (ICPs) with the sales team to infer buying roles and target the right members. Notably, Anteriad found that layering ICPs and intent data into their own ad campaigns drastically reduced the cost per engaged account.The article emphasizes the need for marketing, sales, and business development to collaborate, with marketing using these technologies to identify potential members initially before handing off to sales teams for further engagement and selling.