Identifying buying groups among website visitors enables B2B marketers to more precisely analyze, diagnose, and optimize the demand management process. With more sophisticated insights, demand marketers can enhance buyer engagement, keeping in mind that each website visitor is an individual working with others to determine if a given solution fits the organization’s needs. This report explains why it’s critical to upgrade the website strategy by recognizing and enabling buying groups; describes how it benefits the business; and provides guidance on how to begin the endeavor with a successful execution plan.