From Traditional ABM to Modern Buying Group Orchestration

Identify and engage the full buying group, not just the account.

B2B purchases are made by committees. The average deal involves 10 decision makers spanning procurement, technology, and leadership, yet most account-based marketing (ABM) strategies still optimize for accounts and individual leads. The result is misaligned campaigns, slower deal cycles, and sales teams that enter conversations without enough context to act.

This ebook, developed by Adobe and Bounteous, explains why buying group orchestration is now achievable at scale, and what it takes to operationalize it.

What You’ll Learn

Inside, you’ll find a practical guide to the shift from buying group visibility to action, including:

• Why traditional ABM falls short when buying groups aren’t fully mapped or engaged
• The three forces: AI maturity, data infrastructure, and market pressure, making orchestration possible today
• How Adobe Journey Optimizer B2B Edition identifies buying groups, infers missing stakeholder roles, and coordinates engagement across accounts
• How Bounteous AI Experience PatternsTM give marketers reusable frameworks to act on buying group intelligence faster
• An illustrative use case showing how marketing and sales align from around shared buying group context to accelerate pipeline