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:
To learn more about supporting B2B buying groups with your sales and marketing efforts, check out some our additional resources:
- The Art of Demand Generation Meets the Science of Lead Generation
- 3 Big Reasons Traditional Lead Generation Isn’t As Effective As It Could Be
- What Do You Need for an Account-Based Marketing Campaign?
- 7 Ways to Get More B2B Product Reviews
- How Funnel Stage and Deal Size Affect Time-to-ROI
