Why Buying Groups Hold the Key to Your Revenue Strategy

Most B2B teams still treat buying as a one-person decision. That mindset is quietly killing deals.

At Leed, we work with high-performing marketing and sales teams who understand this shift and are reimagining their go-to-market strategies around buying groups, not just leads.

In this post, we explore why buying group intelligence is emerging as a key driver of B2B growth, and how your marketing and revenue teams can adapt to stay competitive and close deals more effectively.

What Are B2B Buying Groups, and Why Do They Matter?

A B2B buying group is a collection of internal stakeholders involved in a purchase decision. These typically include executive sponsors, procurement officers, end users, IT, finance, and more. In fact, Forrester found that, on average, 13 individuals within an organization are involved in B2B buying decisions, with 89% of purchases involving two or more departments.

Understanding these dynamics is crucial. If you’re still crafting campaigns or sales plays for a single persona, you’re missing the full picture, and likely losing deals to competitors who are tailoring experiences to the entire decision-making group.

Key buying group challenges marketers face:

• Different stakeholders consume different content

• Internal consensus is hard to achieve

• Intent signals are fragmented across channels

• Traditional lead scoring misses group behavior

At Leed, we help marketing and sales teams map, monitor, and mobilize buying group behavior with AI-powered insights and engagement triggers across the entire decision journey.

The B2B Funnel Has Changed — Here’s What It Looks Like Now

From awareness to consideration to decision, the linear funnel has been replaced by a looping, non-linear buying path. Stakeholders enter and exit the process at different times. Some want business cases; others want product comparisons or integration answers.

Modern buyers are:

• Self-guided: 77% of B2B buyers describe their last purchase as very complex or difficult.

• Cross-functional: Decisions impact multiple teams and departments.

• Risk-averse: They’re looking for trust signals and peer validation.

That means your go-to-market efforts need to be multi-threaded, personalized by role, and built to support internal alignment, not just lead conversion.

• Executive Sponsors need to see strategic value and business impact. Equip them with point-of-view articles, ROI calculators, and compelling case studies that show long-term results.

• IT Leaders are focused on technical feasibility and integration. Share detailed technical documentation, architecture diagrams, and security, scalability, and compatibility information.

• Finance Stakeholders evaluate cost, budgeting, and risk. Provide them with pricing guides, breakdowns of total cost of ownership, and comparisons that justify investment.

• End Users want to know how the product fits into their daily workflow. Demos, customer testimonials, and walkthroughs help show usability and relevance.

• Procurement Teams need clear compliance, risk, and vendor approval data. To support their process, offer legal documentation, SLA examples, and vendor comparison templates.

At Leed, our AI models identify which stakeholders are engaging with your content, flag gaps in the buying group journey, and recommend asset delivery tailored to role and stage.

Sales Enablement: From Closing Deals to Building Consensus

The job of marketing and sales is no longer about convincing a single buyer; it’s about enabling internal consensus across multiple decision-makers.

Buying group-aligned sales enablement includes:

• Customized messaging by stakeholder role

• Multi-threaded outreach sequences

• Buying group heatmaps and engagement trends

• Objection handling frameworks for group dynamics

Leed's Generative CMS tracks engagement at the group level, not just the lead level. That means sellers know who is active, what they care about, and when to act, all in real time.

How Buying Group Insights Help You Win More Complex Deals

B2B deals are more complex than ever, but that doesn’t mean they’re unpredictable. With the right insights, you can anticipate buying behavior, tailor engagement across roles, and accelerate deals.

Leed helps B2B teams:

• Unify fragmented buying signals into a single group view

• Predict group behavior with AI-driven analytics

• Trigger personalized campaigns based on real-time role activity

• Prioritize the accounts most likely to convert, and align your content accordingly

The Future of B2B Growth Is Group-Centric

The most successful B2B organizations today aren’t just optimizing for lead gen; they’re optimizing for group activation. That means going beyond the individual to understand the full web of influence behind every deal.

If you’re serious about increasing deal velocity, improving win rates, and reducing pipeline friction, you need to ask yourself whether you are influencing a lead or enabling a buying group.