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Live Webinar
Featuring
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Winning Preference Across the Buying Group
From Strategy to First Steps

Anteriad presents a live webinar featuring Kelvin Gee, Principal Analyst, Forrester, with Lynn Tornabene, Chief Marketing and Product Officer, Anteriad.

Date: Thursday, November 19, 2026
Time: 2:00 PM ET / 11:00 AM PT
Duration: 50 mins including Q&A

According to Forrester1, 68% of buyers already have a vendor in mind at the beginning of the purchase process...and 80% of the time, that frontrunner wins.

68% already have a vendor in mind
80% of the time, that frontrunner wins

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Your Buyers Picked Favorites.
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Winning a buying group starts before the group comes together.

Most buyers walk in with a favorite, and that favorite usually walks out with the deal. The job for marketers is to build that preference early, then strengthen it across every person who has to agree on the purchase. That gets tough when your team is measured on leads and sales will only accept one contact per account.

What you'll walk away with:

1
How preference shapes the buying group decision
Kelvin walks through Forrester’s research on changing buyer behavior and AI’s influence, and shows how individual preferences add up to a group decision that marketing can influence.
2
Where Preference Marketing meets buying group engagement
See how the two connect, from building early familiarity and trust with individual buyers to supporting consensus when the full group comes together.
3
First steps you can take without stepping on toes
Lynn shares what she sees working with clients, the internal barriers that slow progress, and how to pilot a buying group approach, gather evidence, and build internal support while you keep delivering against today’s pipeline goals.

Meet the speakers

Lynn-Tornabene
Host
Lynn Tornabene Chief Marketing and Product Officer, Anteriad
Lynn leads marketing and product at Anteriad and works directly with B2B marketing teams on buying group and preference strategy. Before joining Anteriad, she was Global VP, Product Marketing for Oracle Advertising and Marketing Solutions.
Kelvin-Gee head shot
Featured Speaker
Kelvin Gee Principal Analyst, Forrester
Kelvin brings over 20 years of demand marketing experience for various high-tech firms, from startups to enterprise firms. Prior to joining Forrester, Kelvin led the account-based marketing (ABM) center of excellence at Oracle, where he collected and managed the portfolio of assets, programs, and events to be leveraged for strategic clients; shared best practices; and measured the impact against regional and global metrics. Before that, he was responsible for global campaigns, modern marketing evangelism, and enablement and training at Oracle.

Your buyers aren't waiting. Your strategy shouldn't either.

Spend some time with Forrester research and a practitioner's playbook, and leave with a first step you can take next week.
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