Best Practice Report

Capturing Buying Group Dynamics In The Buying Decision Process

August 2nd, 2018
Barbara Winters, VP, Principal Analyst
Barbara Winters VP, Principal Analyst

Summary

B2B purchase decisions are rarely made by one person — multiple individuals are involved in a variety of buying scenarios that can exist within an organization. Key personas in a buying group have different buyer roles and may participate at different stages of the buying decision process. Understanding the buying group journey is crucial for creating marketing and sales strategies that work. In this report, we describe how portfolio marketers can document the purchase decision process for the key members of an organization’s buying group.

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