What is a Buying Group in B2B and Why Does It Matter?

The B2B buying group has changed dramatically. No longer driven by a single decision-maker, today’s purchases are influenced by cross-functional teams made up of stakeholders from various departments. Yet, many marketing and sales strategies still rely on outdated models like individual lead scoring or broad account targeting. To stay competitive and aligned with real-world buyer behavior, B2B organizations must shift their focus. In this blog, we’ll explore what buying committees are, why they matter, and how to activate them effectively. In B2B marketing, a B2B buying group refers to a team of individuals within an organization who collectively influence or decide whether to purchase a product or service. These groups typically span multiple departments and roles, such as initiators, users, gatekeepers, influencers, and decision-makers, each contributing unique insights and priorities to the decision-making process.