How to Create a Buying Group out of Individuals

There is increased attention in the b2b and ABM ecosphere being paid to “Buying Groups” (formerly known as Decision Making Units?).

And rightly so. In the past the development of such groups has often been a post marketing activity where sales was tasked with cobbling together the team components. Now it is firmly in the hands of marketers to identify and corral such groups.

The launch of the Adobe Journey Optimizer shows that martech is catching up in response.

However, buying groups do not come pre-packaged in tidy bundles. They do not have one email address – cybersecuritybuyers@acme.com – or share the same location, responsibilities, needs, requirements, authority or agenda. And often formal titles do not help. Personalities are different and have varying levels of formal and informal difference.

Here are some ways in which a buying group can be created in target companies and then tracked along the journey

  1. The past is often a guide to the future – what did groups look like in similar companies you have targeted in the past? How can you replicate that? AI may help here. Build out a theoretical decision-making tree with personas and work to complete it. But remember to be flexible – no two companies are completely alike.
  2. Buying groups are not always fully formed at the start. Initially they may just be composed of, say, IT staff. But as you engage with them, identify other influencers and decision makers and ensure that they are included in your campaigns
  3. Identify “champions” – the crucial influencers within the group who can help to support you based on their own interests.
  4. And also identify holdouts – those who for whatever reason are against any change. Too much money, too much work, inertia, can’t see the benefits, and so on.
  5. Carefully consider content. I don’t just mean content that is relevant to job function or buying stage. Ensure that you can address objections that may be taken up in group discussions.
  6. Pay careful attention to intent data – which keywords attract different locations and personas over time.
  7. Build in telemarketing – a substantive conversation at any stage of the buying cycle can inform and propel substantive engagement

Demand Studio can help both with planning and execution! We would love to talk to you