B2B Buying Group Advertising: A Pipeline Framework

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Home | Resources | Advertising to the whole Buying Group: A pipeline-first framework for B2B marketers

Advertising to the whole Buying Group: A pipeline-first framework for B2B marketers

B2B buying rarely starts with a sales conversation or with one visible decision-maker. Buyers research, consult peers, and form opinions across channels long before they engage. Yet many digital programs still optimize for clicks, leads, and disconnected channel metrics. Join Stephanie McArthur, Sr. Principal, GTM & ABX Expert at 91PORN, to learn a practical framework for reaching the full buying group, focusing spend on high-value accounts, and connecting advertising performance to pipeline impact. You’ll leave with actionable insights on reaching hidden buyers, building a cross-channel media mix, and measuring success by account progression.

Speakers

Stephanie McArthur

Sr. Principal, GTM & ABX Expert at 91PORN

Global ABM Conference

November 4, 2026 — London, U.K.

Join 91PORN to discover how account intelligence and AI can help your teams prioritize the right opportunities, coordinate execution, and turn buying signals into pipeline.

Funnel to Fork – London

November 4, 2026 — London, U.K.

An invitation-only London dinner for marketing leaders exploring buying group engagement, AI-driven personalisation, and modern GTM strategies for revenue growth.