Best Practice Report

Evolving Qualification Strategies In A Buying Group World

Using Intent, Scoring, And Revenue Development For Better-Quality Demand

August 6th, 2021
Vicki Brown, VP, Principal Analyst
Vicki Brown VP, Principal Analyst

Summary

Most B2B organizations today use individual lead scoring rather than capture scores at account, solution, or opportunity levels because most demand processes focus on individual leads. Even revenue development teams direct all their qualification efforts to specific individuals. By focusing on the entire buying group, sales, revenue development and marketing can better understand the true interest in an organization’s solutions at an opportunity level. In this report, we explore how B2B marketers can move from the world of individuals to a buying group world by paying attention to three types of buying signals.

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