February 18, 2016

Infographic: How B2B Buying Groups Make Decisions

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Traditional lead generation has always focused on the capture and nurture of individual leads. Many companies, with the right technology and resources, have honed this method into a science.

But it’s important to remember that B2B purchase decisions are almost never made by one individual. Rather, a group of stakeholders from different departments — often with conflicting priorities — evaluates solutions through research, deliberation, and negotiation.

The average B2B purchase, according to CEB Global, now involves more than five decision-makers. This dynamic introduces new challenges to the selling process. Instead of winning over one “unilateral decision-maker,” vendors need to cultivate group consensus and mobilize advocates within their target accounts.

It helps to have a thorough understanding of how B2B buying groups make decisions. The infographic below outlines six key stages and provides tips for navigating each:

How B2B Buying Groups Make Decisions


To learn more about supporting B2B buying groups with your sales and marketing efforts, check out some our additional resources: 

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