Webcast
FREE 6 min
FULL 30 min

Building Demand Generation strategy for engaging complex B2B buying groups

In this webcast, Jennifer Fields explores how B2B Demand Generation is evolving as buying groups become larger, more complex, and more account-driven. She shares practical insights on aligning marketing with sales, building pipeline-focused strategies, using intent signals, personalizing content across stakeholders, and adapting to AI-driven changes in the marketing landscape
Jennifer Fields
Director, Demand Generation & Growth Marketing, Oyster HR

What you will learn

How B2B buying groups have evolved – and how to design a Demand Generation strategy from revenue targets, mapping the full buying group from the start
How to align sales and marketing early around the buying group, use intent data to prioritize accounts, and adapt content and messaging as AI reshapes how complex groups are reached
How to keep messaging relevant through periods of silence in long deals, use client case studies and executive engagement to build trust, and, as a core Demand Generation goal, accelerate the pipeline
How to measure Demand Generation performance across long buying cycles, identify early signals that a strategy is working, and communicate results to leadership in terms that resonate

FREE PREVIEW

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A short clip from the full webcast. Enough to get a feel for the expert's approach and decide if you want to go deeper







INFUSE CLIENTS & PARTNERS

Full 30-min webcast

The complete session including buying group evolution and mapping, Demand Generation strategy design from revenue targets, early sales alignment, intent data application, AI-driven content strategy, channel selection guidance, mid-cycle buying shifts, client story and executive engagement tactics, pipeline acceleration programs, long-cycle measurement frameworks, and practical advice for communicating Demand Generation impact to leadership
Jennifer Fields
Director, Demand Generation & Growth Marketing, Oyster HR

Expert

Jennifer Fields is a B2B SaaS revenue marketing leader with 12+ years building pipeline-accountable Demand Generation engines. She has grown marketing-attributed pipeline into the hundreds of millions, architected award-winning ABM and executive programs, built teams from the ground up, and pioneered AI-native marketing operations turning campaigns into scalable, data-driven revenue systems that align sales and marketing

Who is this for?

Senior B2B marketers and Demand Generation leaders who are building or scaling programs for complex, multi-stakeholder buying groups and want a practical, revenue-focused framework for aligning with sales, prioritizing accounts, and proving impact across long sales cycles

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