Webcast
FREE 5 min
FULL 24 min

Orchestrating buying committee engagement across the B2B pipeline

In this webcast, Mauro explores how B2B marketers can build Demand Generation programs for complex buying committees. He shares insights on aligning sales and marketing, using AI and intent data, personalizing campaigns by persona and buyer stage, and measuring account engagement in ways that support pipeline and revenue growth
Mauro Paretti
Head of Marketing Italy, Workiva

What you will learn

How to identify relevant buying committee personas, build internal champions, and structure sales and marketing handoffs around shared pipeline goals
How to use AI-powered intent signals to prioritize the right accounts and balance personalization with scalability across channels, personas, and buyer stages
How to orchestrate nurture across digital and physical touchpoints, recognize the signals that indicate a committee is progressing toward a decision, and apply campaign principles that drive tangible reach
How to accurately interpret metrics within a revenue-focused measurement framework – and what capabilities and mindset GTM teams need to engage buying committees effectively today and in the future

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






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Full 24-min webcast

The complete session including buying committee engagement strategy, sales and marketing alignment and handoff frameworks, AI and intent data applications, scalable personalization approaches, multi-channel nurture orchestration, campaign best practices, revenue-focused measurement, GTM team capability building, and a forward-looking perspective on how marketers will influence buying committees in the years ahead
Mauro Paretti
Head of Marketing Italy, Workiva

Expert

Mauro Paretti is a B2B SaaS marketing leader passionate about turning ideas into measurable growth. With 15+ years of experience at global, regional and country level, he helps technology companies connect strategy, data, and creativity to build demand and lasting customer relationships. He believes the best marketing happens when sales, insights, and storytelling work together

Who is this for?

Senior B2B marketers, Demand Generation leaders, and GTM practitioners who are managing complex, multi-stakeholder selling environments and want practical strategies for building buying committee engagement that creates real pipeline momentum – not just marketing activity

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