The canonical practice

Describe the people who buy, influence and use the offer in terms of their decisions and risks.

What the current news changes

With the Paramount-WBD merger complete and media measurement evolving, account-based marketers must align their messaging to address the specific concerns and priorities of key decision-makers across organizations.

What to do now

1. Develop detailed buyer personas that outline the roles, responsibilities, and pain points of both buyers and committee members within target accounts.
2. Create content assets that directly address the questions and concerns identified in each persona, using the message map approach to ensure consistency across channels.
3. Craft a sales narrative that weaves together the buyer personas and committee insights, emphasizing value over volume and demonstrating how the solution meets the specific needs of each stakeholder.

Sources

• New WBD Report Makes The Case For Getting The Measurement Basics RightAdExchanger · adexchanger.com
• ADWEEK’s Team Visionary Awards 2026: Getting Things Done Better, TogetherAdweek · adweek.com
• Value Over Volume, With NYT’s Courtney GlazeAdExchanger · adexchanger.com
• The Paramount-WBD Deal Closes Today — Now What?Forrester · forrester.com
• How consumer healthcare brands are adapting FMCG media strategiesDigiday · digiday.com
• Brian Monahan exits Albertsons Media Collective amid leadership shake-upDigiday · digiday.com
• Six Lessons In Experience Leadership From Forrester’s 2026 Total Experience HonoreesForrester · forrester.com
• CNN’s Mark Thompson and CBS News’ Bari Weiss Named to Skydance Leadership TeamAdweek · adweek.com
• How to maximize ROI with first-party data strategiesMarTech · martech.org
• The architects and the renters: A leader’s guide to building a resilient AI foundationMarketing Dive · marketingdive.com

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