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Beyond the Lead: Win Buying Groups with Marketing Cloud Next
Learn how Marketing Cloud Next provides the agentic workflows to identify, qualify, and nurture the entire buying committee to accelerate deals.
Objective 1: Learn how to generate quality leads with a full view of a buying group.
Objective 2: Understand buyer readiness with rich engagement data.
Objective 3: Learn how to autonomously convert leads with agentic nurturing.

, Product Management Director, Salesforce

, Senior Manager, Product Marketing, Salesforce

Role: Marketing, Sales
Product: Marketing, Sales
Topic: Account and Opportunity Based Marketing
Session Level: Intermediate
Session Type: Theater
  • Wednesday, Jun 33:00 PM - 3:20 PM CDT
    (8:00 PM - 8:20 PM GMT)
    Theater 2 | Campground, Level 3
    FIRST COME FIRST SEATED
Session Summary: The session highlighted the transformative impact of AI on B2B marketing, emphasizing the importance of adapting to buying groups and leveraging Salesforce’s Marketing Cloud innovations. With 94% of buyers using AI and buying groups consisting of 13 or more decision-makers, businesses must shift from traditional metrics like website visits to more advanced methods such as buying group identification and engagement tracking. Salesforce introduced the Account Discovery Agent, launching in June, which uses AI to identify key stakeholders, visualize account structures, and synthesize engagement signals across channels, enabling tailored content strategies and proactive sales alerts. Additionally, tools like adaptive web experiences, conversational emails, and automated nurturing flows allow marketers to deliver personalized, scalable campaigns while advanced analytics ensure continuous optimization and measurable impact on business outcomes.
Key Takeaways:

• The Account Discovery Agent helps marketers visualize account structures, identify key stakeholders, and detect missing decision-makers, streamlining buying group management and reducing deal cycle times.

• Marketers can now create personalized, scalable campaigns using AI-powered tools such as adaptive web experiences, automated nurturing flows, and conversational email, ensuring tailored engagement for different roles within buying groups.

• Advanced analytics, including ABM dashboards and B2B multi-touch attribution, enable businesses to measure campaign effectiveness, track account sentiment, and prove the impact of marketing efforts on revenue growth.

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