---
title: "The Buying Group Is A Moving Target: Market Accordingly"
description: B2B marketers are shifting focus to buying groups for better results. Discover how to effectively target these groups to close deals in Anteriad's latest insights.
---

[Articles ](https://anteriad.com/articles)

# [The Buying Group Is A Moving Target: Market Accordingly](https://anteriad.com/articles/the-buying-group-is-a-moving-target-market-accordingly)

 Written by [Anteriad](https://anteriad.com/articles/author/anteriad) | Feb 11, 2026 2:00:00 PM

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](https://www.forrester.com/blogs/the-verdict-is-in-its-buying-groups-for-the-win/) 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. 

[View full post](https://anteriad.com/articles/the-buying-group-is-a-moving-target-market-accordingly)

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