Join us for a candid conversation with B2B leaders who’ve made the shift from lead-centric to buying group marketing—and haven’t looked back.
In this expert panel, you’ll hear firsthand from Lauren Daley (Palo Alto Networks) and Martin Hasenstrauch (Siemens) as they share how their teams tackled the challenges of change management, evolved their tech stack, and achieved measurable success by aligning marketing with how B2B buyers actually buy—in groups.
Hosted by Kavita Singh from B2B Marketing, this session covers:
- Why leading organizations are moving beyond traditional MQL models
- How to get buy-in from leadership and sales
- Overcoming CRM and tech limitations
- What buying group pilots actually look like—and the results they deliver
- Advice for getting started without a big budget or complex strategy
Expect real-world insights and practical takeaways.
Whether you’re just exploring the idea or ready to pilot, this is one session you won’t want to miss.
