Best Practice Report

The Seven Must-Dos: How Buying Groups Change Everything

July 25th, 2023
With contributors:
Cristina De Martini , Tyler Orleans , Ellen Lind


The rise of the internet and email defined the leads era of B2B, when marketing focused on creating and delivering individual leads. A shift is now underway as we enter the buying groups era, when organizations must transform their processes to reflect that the B2B buyer is usually not an individual person. Instead, the buyer is a group of people who may appear independent as they browse websites but are working together to identify solutions for their organization. In this report, we explain how marketing must retool systems and processes to accommodate buying groups, increase effectiveness, and realize an immediate competitive advantage.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.