ROIDriver#3:ShareableAccount-BasedMarketing(ABM)Pipeline Expansion UsingRELAYTOearlierinthecustomerbuyingprocessviaaccount-basedmarketing techniquescanincreasesalespipeline. Forexample,onecustomersharedhowabuyinggroupmemberforwardedasales presentationlink, including an email-gated implementationplan,toacolleaguewho becameinterested.Despitebeinglateinthesalescycle,theobservableinteractive features helped their salesperson expand the deal size. Notably, one RELAYTOcustomerinterviewedaspartofthisTrueROIstudyimplemented atactic to drive new buyer stakeholders to the sales process. Specifically, the customer includedaninteractiveslideforabuyertoenvision-andeventypein-additional stakeholdersthattheproductpost-implementationwouldimpact.Thisledtoamore customizedpresentationthatengagedabroaderuniverseofbuyerstakeholdersand pickedupdealexpansionmomentumasthebuyerstakeholdergroupexpanded. GiventhesizeofB2Bbuyinggroups,thiscanbeaparticularlyimpactfultactic: ● Gartner:Theaveragebuyingteamsizeisbetween14and23people ● Forrester: 66%ofB2Bbuyinggroupsaremorethansixpeople 6