How Leading Companies Are Orchestrating Buyer Groups in an Age of Complexity
Nalina Athyantha and Emily Hean shared new research showing how B2B organizations are shifting from lead-based marketing to orchestrated buyer-group engagement to drive revenue
At the 2026 ANA Masters of B2B Marketing Conference, Nalina Athyantha of ServiceNow and Emily Hean of Pretzl introduced the Buyer Group Index, a new benchmark based on global research. The session explored how leading organizations orchestrate buying groups, align sales and marketing, and use data and AI to improve pipeline velocity, conversion, and revenue growth.
This Is an ANA Member Exclusive
Access to this item is reserved for ANA members only.
Log in
Already have an account? The industry's best insights and resources await:
No Account?
Use your business email address to create your free account; if you're a member through your company, we'll know.
Members can access their benefits as soon as they sign up and log in.
Not a Member?
You can still create a free account to access the latest from our online publication, ANA Magazine, receive content and special event offers through our newsletters, get breaking industry updates, and so much more.
The content you're trying to see is available to:
- ANA Client-Side Marketer Tier Members
- Platinum Tier Members
- Gold Tier Members
- Silver Tier Members
Discover everything the ANA can do to help drive growth for your organization. Connect with our membership team.