EXCLUSIVE
Course
Certification

Buying Groups

Every stakeholder, one aligned strategy
A framework you can use to identify, enable, and orchestrate full buying groups so your campaigns accelerate deals instead of stalling them.
  • 3 lessons
  • 11 videos
  • 52 min
  • Practical activities

Earn a certificate when you finish this course

Demonstrates applied knowledge of Buying Group strategy and stakeholder engagement. Shareable on LinkedIn

What you will learn

How Buying Group dynamics influence every stage of the buyer journey and why a unified narrative matters

How to identify and engage Buying Group members using intent data, personas, and omnichannel strategies
How to measure success from a group perspective and optimize campaigns for real pipeline impact
How AI, buyer-led journeys, and Account-Based Experience are reshaping Demand Generation

Course curriculum

Lesson 1

Understanding B2B Buying Groups

This lesson introduces the concept of B2B Buying Groups and how they shape every stage of the buyer journey. You will learn why group dynamics matter more than ever, how to address diverse stakeholder priorities with a unified narrative, and how understanding this complexity becomes your greatest advantage in Demand Generation

Lesson 2

How to Identify and Engage Buying Groups

In this lesson, you will learn how to identify Buying Group members using intent data, personas, and account signals. You will explore how to engage stakeholders in meaningful ways, align them through omnichannel approaches, and sharpen targeting with Account-Based Marketing to accelerate deal progression

Lesson 3

Measuring, Optimizing, and Looking Ahead

In this lesson, you will discover how to measure success from a group perspective and use those insights to optimize campaigns for real pipeline impact. You will also explore how AI, buyer-led journeys, and Account-Based Experience are reshaping Demand Generation and how to stay ahead of these shifts
  • 3 lessons
  • 11 videos
  • 52 min
  • Practical activities

Trusted by your peers

Abigail Cox

Global Content Syndication Lead
I really liked the wide variety of learning available. It wasn’t just a few courses dedicated to one area of the business; we really could expand our knowledge in anything of interest, which is rare to see in this industry. I would strongly recommend any of the courses for all levels of a role. The platform is always accessible, easy to navigate, and very user-friendly, which makes "training" a lot more enjoyable.

Rohitpal Singh

Media Manager
Attending courses at the INFUSE Academy has been a valuable experience. The modules provided clear, practical insights into ABM and demand generation, helping me strengthen my understanding of modern B2B marketing. The content is always relevant and keeps me updated with the latest strategies and industry trends.

Lisa S.

Marketing Specialist
The Academy helped me better align with our Sales team. The topics are spot-on with what we face in client conversations, and I’ve picked up practical ways to improve collaboration. I’ve already completed 12 courses, and I’m not stopping!

Insights from practitioners

Who build and run demand generation programs for B2B companies
at scale – bringing real-world methodology, not theory

Maria Masaniello

Director of Demand Generation,
XTM International

Pavel Banhegyi

Director of Marketing, PowerOptions

Who is this for?

B2B marketers and Demand Generation practitioners who manage complex deals and want a structured approach to identifying, enabling, and aligning multiple stakeholders across the buyer journey.