{"type":"video","version":"1.0","html":"<iframe src=\"https://www.loom.com/embed/7bd80b3d3fca42feb4c8f7a926beca2e\" frameborder=\"0\" width=\"1280\" height=\"960\" webkitallowfullscreen mozallowfullscreen allowfullscreen></iframe>","height":960,"width":1280,"provider_name":"Loom","provider_url":"https://www.loom.com","thumbnail_height":960,"thumbnail_width":1280,"thumbnail_url":"https://cdn.loom.com/sessions/thumbnails/7bd80b3d3fca42feb4c8f7a926beca2e-77d0d0998fbec4c8.gif","duration":219.067,"title":"Stop Targeting One Buyer in B2B","description":"This Loom explains how to approach B2B sales by targeting the full buying committee rather than a single persona. It cites studies from Gartner and Forrester suggesting B2B buying committees average around 10 to 13 people and that 74% experience unhealthy internal conflict during decisions. It argues the main friction is often not your champion but roles like quality directors, procurement leads, or CFOs that personas may miss. The recommendation is to map the decision room, understand each role’s concerns and veto power, and create content that helps the contact build internal consensus for a high quality decision, which consensus groups are 2.5 times more likely to achieve."}