Ready to Target Buying Groups? Take a Systematic Approach

Buying groups aren’t static, they shift constantly as roles and influence evolve. In this article, Anteriad’s Chief Data and Privacy Officer Karie Burt makes the case for treating them as living systems that require continuous data refresh and refinement. Her insight is clear: a systematic, data-driven approach helps marketers uncover real decision-makers, adapt to changing dynamics, and stay aligned with in-market buyers.