Summary
B2B purchasing decisions are driven by groups, not individuals. Organizations must shift from tracking individual leads to engaging buying groups, which requires alignment across marketing, sales, and operations teams. Companies can improve engagement and outcomes by understanding group dynamics, tailoring content to collective needs, and fostering cross-functional collaboration. Successfully engaging buying groups involves strategic planning, insight gathering, and continuous improvement. This report outlines actionable steps to implement a buying group approach to drive measurable results.
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