Sign up to save your podcasts
Or
Share A Guide to Building a Buying Group Strategy
Share to email
Share to Facebook
Share to X
Share to email
Share to Facebook
Share to X
Or
A Guide to Building a Buying Group Strategy
Shifting to buying groups isn’t just a strategy change. It’s a cultural shift that touches everything from campaigns to content to measurement.
In this episode, Yesica Schaaf, VP of Global Demand Generation Marketing at Veeam, joins Adam and Saima to break down how her team made the leap from a traditional lead-based model to a fully operational buying group motion, and why ripping the band-aid was the best decision they made.
Yesica shares the end-to-end transformation, starting with persona research and content mapping all the way through to building a new measurement model and redefining campaign execution. She also explains how Veeam is treating AI not just as a content tool, but as an actual member of the buying group and what that means for the future of marketing strategy.
In this conversation, you’ll learn:
- Why Veeam shifted to a buying group model and how they got started
- How they identified and filled content gaps across personas and the buyer journey
- How they evolved their measurement model, including buying group scoring and attribution
- Why AI is now considered a “persona” in their buying groups
Jump into the conversation:
(00:00) Introducing Yesica Schaaf
(01:13) Transition to B2B buying groups
(02:01) Case study introduction
(05:22) Initial strategy and personas
(07:21) Content mapping and gaps
(11:48) Execution with 6Sense
(13:24) Cultural and measurement changes
(15:05) Implementing new technologies
(17:55) Lessons learned from the transition
(19:41) Future of buying group engagement
View all episodes
By 6sense
5
44 ratings
Shifting to buying groups isn’t just a strategy change. It’s a cultural shift that touches everything from campaigns to content to measurement.
In this episode, Yesica Schaaf, VP of Global Demand Generation Marketing at Veeam, joins Adam and Saima to break down how her team made the leap from a traditional lead-based model to a fully operational buying group motion, and why ripping the band-aid was the best decision they made.
Yesica shares the end-to-end transformation, starting with persona research and content mapping all the way through to building a new measurement model and redefining campaign execution. She also explains how Veeam is treating AI not just as a content tool, but as an actual member of the buying group and what that means for the future of marketing strategy.
In this conversation, you’ll learn:
- Why Veeam shifted to a buying group model and how they got started
- How they identified and filled content gaps across personas and the buyer journey
- How they evolved their measurement model, including buying group scoring and attribution
- Why AI is now considered a “persona” in their buying groups
Jump into the conversation:
(00:00) Introducing Yesica Schaaf
(01:13) Transition to B2B buying groups
(02:01) Case study introduction
(05:22) Initial strategy and personas
(07:21) Content mapping and gaps
(11:48) Execution with 6Sense
(13:24) Cultural and measurement changes
(15:05) Implementing new technologies
(17:55) Lessons learned from the transition
(19:41) Future of buying group engagement
More shows like Revenue Makers
View all
Fantasy Footballers - Fantasy Football Podcast
29,788 Listeners
The StoryBrand Podcast
1,933 Listeners
The Digital Marketing Podcast
113 Listeners
How I Built This with Guy Raz
30,238 Listeners
The CMO Podcast
349 Listeners
The Prof G Pod with Scott Galloway
5,565 Listeners
GTM Live
200 Listeners
The Artificial Intelligence Show
200 Listeners
Let’s talk ABM
3 Listeners
The Dave Gerhardt Show
45 Listeners
The UpFlip Podcast
253 Listeners
Marketing Against The Grain
357 Listeners
HBR On Leadership
167 Listeners
Do This, NOT That: Marketing Tips with Jay Schwedelson
850 Listeners
Prof G Markets
1,391 Listeners