Unmasking Buying Groups: The Phantom Buyer and Why Your Campaigns Keep Missing The Mark

Every marketer’s haunted by one thing: the buyer they think they know.

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Too often, we confuse job titles for understanding, building campaigns around functions instead of the real people making decisions. Titles tell us who to target, but not why they buy, what problems keep them up at night, or what finally moves them to act.

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In this episode, we dig into how to turn those phantom buyers into real insight, defining ICPs, mapping buying units, and creating personas that actually reflect how people buy. Plus, we’ll cover how to operationalize it all inside your systems so your strategy (and your pipeline) finally come to life.