B2B buying groups: how to apply buying group intelligence to win deals

In a business-to-business (B2B) sales environment, the individual decision-maker is rare; more often, it’s a buying group or buying committee that’s responsible for significant spend on products and services for the organization.

According to global research firm Forrester, “On average, 13 people within an organization are involved in the buying decision, with 89% of purchases involving two or more departments.”

Targeting individual leads or relying solely on account-level engagement no longer provides enough clarity to predict pipeline outcomes or prioritize go-to-market (GTM) efforts. To compete effectively, organizations must understand who is involved in a buying decision—and when those personas are actively in the market for their product or service.

That’s where buying-group intelligence comes in.

A buying group is a set of individuals within the same organization who collectively influence or make a purchasing decision. These individuals may represent different roles, departments, or seniority levels, but they are unified by a shared buying objective.

Buying groups form dynamically around a specific problem or initiative. They expand, contract, and evolve throughout the buying journey, often long before a vendor is contacted or a form is filled out.

In complex B2B purchases, buying groups typically include six to ten stakeholders—and sometimes more—each bringing different requirements, concerns, and criteria to the decision.

While closely related, buying groups are not the same as accounts or personas.

• Accounts are the entities that ultimately make the purchase and install a solution.
• Buying groups represent the group of personas at an account who are actively researching and influencing a purchase collectively.
• Personas Profiles of individuals in an account and a buying group. These profiles typically include descriptive characteristics such as function, role, seniority and decision making status.

Accounts define where the opportunity exists, while buying groups reveal the collective action of stakeholders during a live purchase cycle. Personas help marketers sharpen the messages they deliver to buying group members.

Without buying group insights, marketers and advertisers may spend too much time and money focused on persuading a single lead who seems like the champion (but may not be the budget holder or ultimate decision maker). Alternatively they may spread their time and money widely across an organization trying to influence a broad group of employees who will not influence the ultimate decision.

While every company and organization is different, most include a mix of the following roles:

• Economic buyers responsible for budget approval from a finance perspective, like a CFO
• Business decision-makers accountable for outcomes
• Technical evaluators assessing feasibility and integration, as well as matters of security
• Champions or influencers advocating for change
• Procurement and legal stakeholders managing risk, liability, and compliance

These roles don’t always engage at the same time or in the same way. B2B sales success depends, in part, on understanding how influence shifts throughout the buying journey—and adjusting engagement and outreach accordingly.

Failing to engage all the key influential roles in a buying group through the decision making process may result in a “shadow veto” a mistake that can stall or even kill a potential deal at the 11th hour.

The use of B2B intent data improves a brand’s ability to identify, understand and reach members of a buying group.

Bombora’s Company Surge^® Intent data identifies statistically significant changes in B2B research activity from across the B2B internet at the account and B2B persona level, in real time. This allows marketers to identify when accounts are in a buying process and the members of the buying group driving the process.

Bombora’s Company Surge^® connects Intent data with specific buying group personas. It shows exactly which functional areas and seniority levels at an account are researching specific topics, empowering marketers to track buying group’s interests in real-time. These insights allow marketers to personalize messaging and content for each member of the buying group. For example a marketing team could serve up case studies highlighting ROI to a decision maker from the Finance team and focus messages about implementation and security to members of the IT team. Also importantly, persona level insights uncover hidden buying group members and help ensure that marketers don’t overlook a member of the buying group that they may not expect.

Identifying members of a buying group is only the first step. The real value comes from activation.

Buying group intelligence enables sales and marketing teams to:

• Link accounts who are in market and the influencers driving the decision
• Expand deal coverage and ensure hidden stakeholders are not overlooked
• Coordinate outreach across multiple stakeholders (multi-threading)
• Tailor messaging by role and buying stage

By shifting focus from individual leads to buying group strategies and tactics, organizations can engage earlier, stay relevant longer, and improve conversion rates throughout the funnel.

Buying group activation works best when executed across multiple channels:

• ABM programs: Orchestrate coordinated, account-wide engagement that reflects buying group makeup and dynamics
• Advertising: Deliver role-specific messaging through display, social, and CTV to reinforce awareness across the group
• Website experiences: Personalize content and recommendations based on account-level and buying-group signals
• Sales outreach: Equip sellers with insights into which stakeholders are active and which topics they care about

The goal is consistency—ensuring every stakeholder receives relevant messages that align with their specific role in the organization and are timed to the right stage of the overall decision-making process.

A component of account-based marketing (ABM), buying-group-level audience segmentation is a B2B strategy that takes potential customers and associates them not just by their company (account), but by their actual personas/roles within the buying group.

This level of segmentation enables one to deliver highly relevant messaging for each role (like finance, IT, or other executives) by focusing on their specific concerns (ROI, security, ease of use) to drive better engagement, faster conversions, and stronger alignment between sales and marketing.

As B2B buying becomes more complex, buying groups are emerging as the most important unit of engagement.

Organizations that move beyond lead-based models gain earlier visibility, sharper prioritization, and greater influence over sales outcomes.

With the right data and activation strategy, buying groups are not just observable—but actionable.

In a world where attention is fragmented and buying journeys are longer than ever, understanding and activating against buying groups is no longer optional. It’s essential.

Speak to an expert about Bombora’s data solutions