Achieve greater precision across your B2B marketing and sales programs with Buying Group Marketing

Continuing to apply a single-buyer model to a buying group scenario will not produce the revenue growth your organization is looking for. The result is a single view of the buying group tied to an open opportunity, so sales reps can see who is confirmed, who is missing, and what the group has been doing. This question matters because incomplete buying groups are one of the primary reasons deals stall. Which contacts might influence the decision without ever appearing in the CRM? One of the most common challenges for sales teams working on complex deals is figuring out who is missing from the buying group.

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But these days, it’s a mindset that prevails throughout B2B marketing because, as Cunningham observed, buying groups are simply the reality in B2B. The collection of stakeholders that shape these key decisions, known as buying groups, can vary greatly based on the industry, solution and organization. BGM also helps to break down internal silos between marketing and sales teams and creates a more seamless, integrated approach to closing deals. BGM is a strategic approach to better understand and engage with the specific members of a buying group to improve the customer experience and drive conversions.

Who They Are Influencers include people within an organization who have a stake in a purchase decision as well as, increasingly, people outside of an organization who help shape the decision. Customer references (both sourced from the provider and independently) are significant, as is the decision-maker’s previous experience with a provider. But they also may be active earlier on, helping the buying team flesh out its solution options and making sure that the evaluation criteria align with organizational needs and objectives.

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By using this approach, marketers can tailor their content and strategies to their target audience’s specific needs and interests rather than using a “spray and pray” approach. If the content presented to buyers is uninteresting, poorly timed, or irrelevant to their purchasing journey, customers will not engage with it. The journey depends on the role of each group member, such as influencer, key decision-maker, or user. Once you’ve identified these target individuals or groups, your next step is to deliver and coordinate the customer experience.

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The secret is in aggregating each interaction with a buying group member across the group as a whole, building a holistic understanding of the group’s intentions. Focusing only on individual leads provides limited insights into what is happening during the buying process. According to Forrester’s Buyers’ Journey Survey, 2022, 60% of purchase influencers participated in consensus or committee buying scenarios. Leads-based marketing and ABM were important advancements in B2B marketing practice — but they are outdated and insufficient for today’s B2B marketer.

Leading the industry with artificial intelligence and machine learning capabilities that transform media strategy and execution. With 40,000+ specialists across 70+ markets, Omnicom Media has the most diverse and capable talent network in the industry. As WPP's media collective, we fuel creative transformation through the power of media – building better futures for our people, planet, clients and communities. We enable brands to unify media, data, buying group marketing services and production while holistically managing their owned, earned, shared, and paid activities.

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When They Are Involved Users are most active in the middle and end of the buying process as they evaluate solution features and functionality and provide feedback. But they also help shape the middle of the buying process, when solutions are being weighed against one another. When They Are Involved Influencers can hold sway early on in a buying process, providing information that triggers the desire to break from the status quo or explore competitive solutions. External influencers — peers, journalists, social media personalities, industry analysts — have become increasingly important, particularly among newer generations of buyers. What They Look For Decision-makers strive to understand the business value a new solution will deliver.

Time to update what sellers say, how they lead discovery, and how you coach deals—so your approach matches the buying reality prospects and customers are living in right now. Influence is moving toward informal networks and how well a solution fits their existing tech stack and workflows, making it harder for sellers to rely on a single champion or linear “approval chains.” Find the solutions that map to your responsibilities—and the outcomes you’re expected to deliver. Learn more about our targeted solutions and see what fits the gap you’re seeing. We don’t believe in cookie-cutter solutions, Your business is unique, and your workspace should be too. Today, Wave’s industry experts leverage 25+ years of experience to support dozens of our Fortune 500 clients across North America.