The Buying Group Is A Moving Target: Market Accordingly

B2B marketers have started to focus their strategy on “buying groups,” the people in an organization who are collectively responsible for making a purchase decision. On average, Forrester estimates there are 13 people in a buying group and recently noted that marketers who focus their outreach on buying groups are most likely to succeed in closing a deal. In this Forbes article, Anteriad's SVP of Corporate Marketing, Dee Blohm, examines the dynamics of buying groups and how B2B marketers can build momentum.