Lead generation
Buying committee
The group of people inside a company who take part in a purchase decision.
What it is
It often includes a user, a budget holder, a technical evaluator and a final approver, each with different concerns.
Why it matters
For lead generationAn ad written for one role can leave the others unconvinced. Reaching each member with their own argument shortens the path to a yes.
In practice
Map the roles for a typical deal, target them by job title and function, and write a message for each.
A common mistake
Writing one message for the whole company, which suits nobody in particular.
At Dynamic Ad
Every person who decides gets their own ad and their own page.