Identifying and Overcoming Buying Group Blindness
According to research done by SiriusDecisions, 59% of buying decisions are made not by individuals, but by a collective assortment of people working together called, “buying groups.”
This is why a singular lead discovered through traffic on a B2B site does not necessarily indicate purchasing intent.
These elusive buying groups must be identified and targeted if a seller wants gain any serious advantage.
Read this research brief to understand why SiriusDecisions recommends operating demand creation programs that incorporate messaging and offers targeting the most critical roles within these buying groups, and how to avoid missed buying signals.