Forrester: B2B buying groups expand as they question AI

Launch targeted campaigns to fill stakeholder gaps and engage underrepresented roles. Share content through the channels they use most—email, LinkedIn, webinars, or industry platforms—to maximize resonance and conversion across the entire buying committee. Craft messaging and content specific to each persona’s role, pain points, and stage in the decision journey within the buying committee.

B2B buyers are using generative AI tools as a starting point for research but are increasingly turning to peers, experts and providers themselves to confirm what those tools produce. “To compete effectively, marketers must drive awareness and preference early in the buying journey,” said Kerry Cunningham, Head of Research and Thought Leadership at 6sense, in a statement. Milani benefits from TikTok Shop sales as brand marks 18 straight quarters of growth

Through lead-to-account matching, intelligent routing, and workflow automation, organizations can deliver a seamless customer experience across sales and marketing touchpoints. LeanData has a long track record of helping B2B companies improve their ABM execution. ABM focuses on accounts; a Buying Groups motion focuses on opportunities. For example, a security software vendor selling into a Fortune 500 company may have one ABM play running across the account. A Buying Group motion identifies those individuals and orchestrates engagement based on their relationship to the opportunity. Every B2B purchase involves multiple stakeholders, often with different roles and priorities.

Use Case 2: Account-Based Marketing Targeting

For instance, if a buying group member downloads a whitepaper on AI-driven fraud detection, sales teams can follow up with a case study on fraud prevention in their industry, making the outreach far more relevant. For example, in a deal for an AI-driven data analytics solution, the CIO may focus on scalability, while the CFO may be concerned about cost-efficiency. This allows sales teams to focus their efforts on accounts that are more likely to convert, rather than wasting time on cold leads.

Often high-level executives or leaders with budget responsibilities, they aim to ensure that purchases align with organizational goals. Kim's writing experiences span tech companies, stunt blogging, education, and the real estate industry. By understanding the distinction and how they work together, you can choose the best motion for your team today and scale into the next one when the time is right. Choosing whether to use ABM, Buying Groups, or both depends on your company’s GTM maturity and sales motion. It also aligned their sales, marketing, and operations teams around a buying group engagement vendor common strategy focused on deals, not just leads.

• Do not create sales follow-ups for these people at their first point of conversion unless they ask for follow-up.
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• The overall objective is to help buyers recognize a challenge or opportunity and introduce your brand as a trusted resource.

Learn how Siemens, Zendesk, and Palo Alto Networks transformed their revenue strategies by moving from outdated MQL models to a buying group approach. Read our B2B Revenue Waterfall e-book to find step-by-step guidance for identifying, engaging, and winning opportunities based on how buyers actually buy. No longer is it just sales’ job to engage these groups and help them move through the pipeline — marketing can as well, by building programs to help attract and engage absent buying group members. Your brand and PR teams’ work to build market awareness will help active buying groups find you in their research. Triggering events may include a company relocation or expansion or a change in regulations. She strives to help people like you realize the full potential for their eCommerce business.

To succeed, organizations must align their strategies around the entire buying group, not just isolated leads. In today’s complex B2B buying landscape, decisions are made by multiple stakeholders rather than individuals. AI can now detect and map dynamic buying committees in real-time, automating what was once manual guesswork. This precision ensures the right message reaches the right people at the right time. The buying group strikes the balance—offering a precise, contextual view of who’s engaging, what they care about, and where they are in the journey.