Sherpa's Buyer Group Marketing creates specialized campaigns for specific verticals, functions, or buyer segments. Using Momentum methodology, we develop deep expertise in your target buyer groups, their challenges, priorities, regulations, and buying behaviors. We craft tailored messaging, create segment-specific content, and execute targeted campaigns that demonstrate genuine understanding.
The process of aligning vendor and partner teams on a single, differentiated story, defining the specific value only achievable through the partnership and building the messaging framework both sides use to tell it.
Content developed jointly for vendor and partner that reflects the shared value proposition, designed to resonate with a specific buyer, vertical, or region rather than adapting generic vendor assets.
Coordinated marketing activity run by vendor and partner together, using shared messaging and assets to reach target buyers through the right channels at the right time.
The tools and frameworks that equip both vendor and partner sales teams to carry the joint value proposition consistently into buyer conversations, from first contact through to close
The process of aligning vendor and partner teams on a single, differentiated story, defining the specific value only achievable through the partnership and building the messaging framework both sides use to tell it.
Content developed jointly for vendor and partner that reflects the shared value proposition, designed to resonate with a specific buyer, vertical, or region rather than adapting generic vendor assets.
Coordinated marketing activity run by vendor and partner together, using shared messaging and assets to reach target buyers through the right channels at the right time.
The tools and frameworks that equip both vendor and partner sales teams to carry the joint value proposition consistently into buyer conversations, from first contact through to close
Real experts, real outcomes
50-70%
higher engagement from target buyer groups
35-45%
improvement in conversion rates versus generic campaigns
2-3x
higher deal values from well-qualified vertical prospects
Buyer group marketing targets every stakeholder involved in a purchasing decision, not just a single contact. Sherpa's Buyer Group Marketing programme identifies and engages the full buying committee for partners, ensuring the right message reaches the right person at every stage of the decision.
Marketing to a buying committee requires different messaging for each stakeholder, delivered through the partner at the right time. Sherpa maps the full buyer group and builds campaigns that engage every decision-maker simultaneously.
ABM targets specific accounts. Buyer group marketing goes further, identifying and engaging every individual involved in the purchase decision within those accounts. In complex technology sales through the channel, targeting the full buyer group significantly improves partner win rates.
Identifying the buying group requires firmographic data, intent signals, and an understanding of how decisions are made within target accounts. Sherpa map and prioritise the full buyer group before campaigns begin, ensuring partner activity focuses on the right people from the start.
Engaging the full buying committee reduces the risk of deals stalling because a key stakeholder was never reached. Sherpa's Buyer Group Marketing programme ensures every decision-maker receives relevant content, improving conversion rates and accelerating pipeline velocity through the partner channel.
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Global technology firms trust us to meet their Partnership objectives:
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