B2B buying is complex, with multiple decision-makers per deal. Adobe’s guide shows how buying group marketing increases win rates, speeds sales cycles, and boosts ad ROI. It emphasizes aligning people, tech, and processes—using AI, unified data, journey orchestration, and personalized content. Key steps include identifying group roles, engaging all members, and delivering sales-qualified insights. Success requires collaboration, clear roles, and real-time analytics. Adobe Journey Optimizer B2B Edition supports this strategy with tools for journey building, personalization, and sales enablement.

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