#buying-committees

At the B2B Marketing Exchange (B2BMX) 2026, a panel moderated by Demand.com’s Rick Robinson and featuring experts Terry Arnold, Whitney Goldstein, and John Johansen addressed how B2B decisions increasingly involve committees rather than individual champions, as discussed in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel dismantled traditional approaches that rely on single leads, noting that deals often stall despite positive...

At the B2B Marketing Exchange (B2BMX) 2026 powered by Advertising Week, a panel of experts addressed how B2B decisions increasingly involve committees rather than individual champions, as explored in a session titled "Champion to Consensus: Practical Buying Group Coverage That Improves Conversion." The panel, moderated by Demand.com’s Rick Robinson and featuring Terry Arnold, Whitney Goldstein, and John Johansen, examined strategies to adapt to this shift by redefining account coverage metrics...