In this expert panel discussion, LeanData is joined by leaders from Forrester and Demandbase to explore how B2B go-to-market strategies have evolved from traditional MQL-based models to Account-Based Marketing (ABM), and now to more advanced Buying Groups approaches.
This session is designed for revenue leaders looking to align Sales and Marketing, improve lead-to-account matching, and accelerate pipeline generation. Learn how to shift from a reactive, lead-based model to a proactive, account-focused strategy using modern tools, intent data, and marketing insights.
What you’ll learn:
- How to define and engage Buying Groups within target accounts, and identify key personas across the buying committee
- Best practices for outbound strategy using account research, buyer intent signals, and marketing insights
- How to shift from MQLs to account-based selling by leveraging technology to prioritize, personalize, and scale your GTM motion
Featured Speakers:
- Amy Hawthorne, Principal Analyst, Forrester
- Jean Cameron, Senior Director, Field & Channel Marketing, Demandbase
- Jim Bell, Chief Marketing Officer, LeanData
Watch the full webinar on demand and gain practical insights to optimize your B2B go-to-market strategy and drive sustainable revenue growth.
