Targeting Buying Groups Can Help Sales Teams Succeed

Sales teams are seeing a shift in the sales landscape. Rather than searching for individual leads, they're seeing success is tied to targeting buying groups.

Traditionally, sales teams spent time and effort on prospecting, finding, and developing leads that indicate the promise of customer wins. Yet recent trends show that one person rarely makes all the important buying decisions. 

Instead, purchasing decisions within mid-sized to large enterprises result from groups composed of people from different parts of the target organization. Figuring out who sits in those buying groups and reaching out to them with compelling, value-driven pitches can make all the difference in the world in closing deals. 

Interactions with the entire buying group — which may include roles as diverse as IT, finance, or marketing, depending on what you’re selling — can give a better and more accurate pulse on a company’s appetite to purchase and what it might take to close a deal.

It’s important for sellers to know how to strike when the iron is hot. Reach out too early and you’ll be forgotten. Do it too late and a competitor may clinch the deal. A data-driven approach can help. Prospects often show signals and actions when they’re in a purchasing mindset that can act as indicators  if you can access and understand them.

With a sales strategy to pursue a buying group, teams can now craft timely messages aimed at different roles within the group with data-informed campaigns. But first, sellers must understand how those who own the decision-making and buying process are dynamically evolving — and how their approach needs to match this evolution — to win deals. 

The Dun & Bradstreet guide, “Win More Deals by Targeting Buying Groups,” addresses this trend and shows how you can shift your approach to help improve B2B sales success.

Discover: 

• Why it's getting harder to close deals and what you can do about it
• Who’s involved in a buying group
• Why buyer intent signals can help provide insights to supplement your existing relevant data

• How to tailor messages to your personas