Personalized Journeys for Buying Groups — Scale Your ABM with AI

In this webinar we explored the powerful shift from traditional Account-Based Marketing (ABM) to Buying Group Marketing (BGM)—a more precise, people-first approach that accounts for the complex nature of B2B purchase decisions.

This shift is being driven by the need to personalize buyer journeys at scale—across roles, product interests, and decision stages. Here’s a summary of the key insights from the webinar, along with practical strategies for putting them into action.

Why Buying Group Marketing Is the Natural Evolution of ABM

Account-Based Marketing brought much-needed precision to B2B targeting, but as deals increasingly involve multiple stakeholders, it’s no longer enough to target an account alone. Today’s buyers operate in buying groups made up of diverse personas—budget holders, technical evaluators, champions, and more—each requiring tailored messaging.

Buying Group Marketing (BGM) builds on ABM by zooming in on the people within the account. This approach enables marketing teams to deliver hyper-personalized content and experiences to every member of the buying committee—driving deeper engagement and faster deal progression.

Using AI and First-Party Data to Drive Personalization at Scale

The biggest challenge in personalizing journeys for entire buying groups? Doing it at scale. Fortunately, AI and first-party data make this possible. During the session, we shared how marketing teams can combine intent signals, content engagement, and traffic source data to build dynamic audience segments based on roles, interests, and product needs.

For example, if a visitor lands on your site from a LinkedIn campaign targeting CISOs, your platform can tag them accordingly and serve tailored content—even if they return a month later. AI models can also analyze behavior across your site and automatically associate content with relevant personas or product categories, reducing manual tagging and accelerating time-to-value.

How Trendemon Helps Optimize Buyer Journeys with Always-On Personalization

The webinar concluded with a demo of how our platform enables marketers to put these concepts into practice. With Trendemon you can:

• Build real-time buyer group audiences based on source, content, and company data
  
• Serve personalized content at scale
  
• Measure the impact of personalization on engagement and pipeline generation

Trendemon’s ability to combine account-level and persona-level signals helps you deliver always-on ABM personalization that adapts as your buyers move through the journey.

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