Buying-Group Marketing: Why is it Gaining Traction?

DIMITRI LISITSKI | June 24, 2022 | 57 views

Selling more and selling faster is the goal that drives B2B marketers. Strategically implementing account-based marketing (ABM) to target individuals with hyper-personalized messaging across different channels is what helps them achieve it. But what is Buying Group Marketing (BGM), and why do B2B marketers need to keep up with it?

Buying-Group Marketing (BGM): Taking ABM up a notch by focusing on an entire buyer group instead of the account as a whole, it’s called buying-group marketing (BGM).

According to a recent Forrester survey, 94% of B2B organizations sell to groups of three or more. They do this instead of spending time identifying a set of ICPs and making a purchase decision.

Let us take a look at what BGM is all about.

Buying Group Marketing: The Next Evolution of ABM

To implement BGM, you first need to understand what buying groups are. A purchasing group is a group of people within a target account who have a say in the purchasing decision. This makes them crucial in B2B targeting. Once B2B marketers learn about their target personas, they can come up with an effective marketing plan and approach them strategically.

In large enterprises, purchase decisions are never restricted to one individual. The larger the purchase decision, the larger the size of the buying groups. When a decision involves new technologies, services, or products, an individual struggle to make a purchase decision swiftly.

According to Gartner, more than 75% of customers describe these purchases as very complex or difficult. With the help of BGM, the decision-making process can be streamlined and shared among multiple people within an organization.

Driving Success with BGM

To better execute BGM, organizations need to change their mindsets, processes and technologies and work to understand how buying groups work together. Until demand management matches the ways buyers are making purchasing decisions, marketing and sales alignment will not be possible.

Organizations need to first understand how buying groups work together, then align their mindsets, technologies, and processes to efficiently execute BGM. When the marketing and sales teams align their demand management goals with the decision-making groups, only then can they drive success in their campaigns.


Interest from more than one person from a single company can lead to more success and influence in the buying phase. B2B marketers need to move beyond the idea that only the first person to respond from a company should be entertained as a lead if a second person from the same company shows interest in their product or services. They need to understand that no matter how tempting account-based advertising may seem, it doesn’t guarantee success. They should focus on engaging the actual decision-makers of their target accounts.

When customer personas are mapped according to their buying roles within a group, organizations will have the much-needed intelligence required to make personalized sales. The success of BGM demands the delivery of content that resonates with an individual as per their role in a buying group. B2B marketers must meet them where they are with the content that they need.
Organizations can have crucial intelligence on their customers after mapping their personas and considering their roles in the buyer groups. Delivering content that the target individual can relate to is a prerequisite of BGM.
BGM may not be new as a concept, but B2B marketers see improvements in their performance by harnessing it as their principal strategy. Adapting to BGM will give them the edge that they seek, while the rest try to keep up with the changing trends of the ABM industry.
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