Up Your Game with Buying Groups

 I love a good baseball analogy. With the season just kicking off, talking about successful team dynamics is particularly timely. When it comes to B2B marketing, the team that everyone should be focused on is the buying group. 

 Instead of focusing on individual leads, it’s clear from our results that marketers benefit from focusing on all of the stakeholders responsible for a sale. Forrester estimates that a typical buying group can have 13 people. From the key decision maker to procurement, technology and analyst - everyone plays a position and they all work together as a team. 

 Now is the right time to expand strategies to include the entire buying group. Buying groups are growing larger, procurement is involved earlier, and every dollar spent faces more scrutiny. Yet most B2B marketers are still running campaigns built around individual leads, leaving pipeline on the table. 

 Anteriad's Buying Group Profiles identify and activate complete buying groups using proprietary B2B data and AI. We deliver superior capabilities to predict and expand product-specific buying groups and automate their assembly. You can see who is already in-market and move faster toward pipeline. As buying groups shift and change, our data keeps you in front of those changes so you’re more relevant and more effective.

A Strategic Industry Shift

Anteriad is at the forefront of a major strategic shift in B2B marketing, and we are being recognized for our innovative and timely solutions. In The Forrester Wave™: Marketing and Sales Data Providers for B2B, Q1 2026, Forrester notes that, ”Expanded buying group capabilities are another highlight.”

We received the highest score possible (5 out of 5) for the Buying Group Detail criterion as having superior capabilities to predict product-specific buying groups.

 With Anteriad, you get two ways to identify and reach the buying groups that matter for your pipeline:

Dynamic Buying Group Profiles draw on Anteriad’s proprietary B2B data, including verified contact records, firmographic intelligence, behavioral signals, and intent data, to identify the likely members of a buying group – providing a starting point for marketers ready to move to a buying group strategy.

Manual Buying Group Profiles are built for marketers who already have a clear picture of their buying groups by product and target audience. They can map known titles, job levels, and job functions to standard buying group roles and operationalize that knowledge directly in campaigns.

Not only that - Once buying group profiles are built, Anteriad’s team activates them across channels through managed multichannel campaigns, content syndication, and BDR outreach in 30 languages. It is the company’s view that a combination of data-powered assembly plus full-funnel activation is uncommon in the market and reflects the depth of services that Forrester recognized with another 5 out of 5 score for Supporting Services and Offerings criterion in the evaluation.

To learn more about our buying group capabilities and to start your move to team-focused marketing, visit our website.