7.5x more wins with multithreading

Hey, Paige here!

Before we get into today’s best marketing research… 

In today’s release: 

• 80% lose sales because they’re only marketing and selling to one POC

• Engaging 11+ stakeholders in a buying group can boost conversion rates by up to 7.5x and significantly shorten sales cycles (& this starts w/ marketing)

• The first and last steps for optimizing today’s demand creation and capture journey

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DEEP DIVE

The average B2B deal now involves 10 to 13 decision-makers. But most campaigns are still designed for one.

If your strategy revolves around targeting a single persona, you’re putting a load of ‘selling-up’ work on your target’s POC, when you could be taking more control to smooth out the game of B2B buying telephone. 

More than ever, we’re in a committee-buying era

Over the past decade, B2B buying has transformed from a linear, rep-driven process into a complex, committee-led decision cycle. Today:

• 92% of B2B purchases involve multiple stakeholders

• Enterprise deals often exceed 15-19 decision-makers

• 52% of buying committees include VP-level or higher roles

These aren’t just “influencers,” they’re deal-shapers. Ignore them, and your pipeline turns into a graveyard of stalled or ghosted opportunities. 

Think this sounds like a Sales Team problem? Turns out, fellow marketer, these issues start in your court. 

Single-threading = single point of failure

You might think having one champion is enough. It’s usually not.

80% of sellers have seen a deal collapse because their only internal contact left the company.

Single-threaded marketing may feel efficient, but it’s brittle. Multithreaded outreach is the new standard. And it’s working:

• 3.4x–7.5x higher conversion rates when teams engage 11+ stakeholders

• Faster sales cycles and higher deal velocity when buying groups are mapped and activated early

Multithreading isn’t a “nice to have.” It’s a pipeline survival strategy.

It starts simple with content optimization

Buyers today aren't waiting for your pitch (honestly… it’s been a while). They’re 70–80% through the journey by the time you show up. They’ve shortlisted vendors. Defined requirements. Checked peer reviews.

And more often, they’re doing all that with AI:

• 95% of B2B buyers plan to use genAI tools like ChatGPT to evaluate vendors in 2025

• 76% expect personalized content based on their specific role or context

This means two things:

1. You need to optimize content for AI discoverability (think: structured data, clear positioning)

2. You must scale personalization to each stakeholder using AI tools that analyze behavior, role, and intent

Adding a sprinkle of role-orchestrated marketing to the mix

Modern committee enablement means shifting from persona-based marketing to role-aware orchestration. Here’s what that looks like:

Case study in the wild

SMART Technologies overhauled its go-to-market motion around buying roles instead of products. The result?

• 50% increase in lead volume

• 35% higher lead acceptance by sales

• 48% YoY revenue growth

This wasn’t a flashy rebrand. It was a full-scale commitment to buying committee enablement… and it worked.

Ready for an enablement audit? 

Ask yourself:

• Do we know who’s actually on our buyers' committees?

• Are we mapping messaging to each stakeholder’s role?

• Is our content AI-optimized and committee-distributed?

If you’re still running single-threaded campaigns in 2025, it’s time to evolve and juice up your enablement. 

(pssst. Your Sales Lead is your best friend to get this rolling. Ask them SO many questions!)

Audit your top three accounts this week. Are you speaking to the full committee, or are you building a best-friend out of your single champion?

The takeaway: Engaging one buyer in your marketing isn’t the key for driving more leads (or sales).  Winning B2B traction in 2025 means enabling the entire buying committee with personalized, multithreaded, AI-powered strategies.