Activating Buying Group Messaging

March 5th, 2020

Barbara Winters VP, Principal Analyst

John Buten Principal Analyst

Beth Caplow VP, Principal Analyst

Katie Fabiszak Principal Analyst

Paul Ferron Principal Analyst

Amy Hayes VP, Research Director

Barry Vasudevan VP, Principal Analyst

Summary

There are advantages to addressing individual personas with specific, needs-based messages. However, most B2B buying decisions involve a group of people, so providers also should identify the right opportunities to address the buying group as a whole. In this report, we discuss how to activate messaging developed for B2B buying groups.

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