Account-Based Marketing

Buying Group Marketing

Also: Buying Committee Marketing

Marketing to the whole group of people involved in a B2B purchase decision within an account, rather than chasing a single lead.

Why it matters

B2B decisions are made by committees, not individuals, so engaging the full buying group, each role with relevant messaging, reflects how purchases actually happen.

What good looks like

Done well, it maps the roles in an account's buying group, addresses each with messaging relevant to their concerns, and measures progress at the group and account level, not by isolated leads.

Related terms

Account-Based Marketing (ABM)Account IntelligenceBuying CommitteeAccount-Based Experience (ABX)
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