Buyer Group Intelligence
Most B2B teams waste resources on the wrong model: marketing generates MQLs, sales chases SQLs, and everyone celebrates pipeline that never closes.
Why? Because you’re optimising for individual contacts, not the buying committees that make real decisions.
Buyer Group Intelligence (BGI) is our methodology for identifying, mapping, and engaging entire buying committees – so your marketing and sales efforts reach everyone who matters, not just the person who downloaded your white paper.
Stop chasing leads. Start engaging the people who actually make decisions.
The Reality of Modern B2B Buying
The research is clear: B2B buying has fundamentally changed, and most companies haven’t adapted.
Decisions Happen Without You
According to Gartner’s latest research, 75% of B2B buyers prefer a rep-free experience, and 68% made a recent significant purchase without traditional sales rep assistance.
Buyers spend only 17% of their total buying time in direct contact with potential vendors—and that time is split among all considered providers. The majority of the buying journey – about 80% – takes place without direct involvement from salespeople.
What this means: By the time you’re talking to prospects, most of their evaluation is already complete. If you’re not visible to the full buying committee early, you’re not in contention.
Buying Groups Are Larger Than Ever
Forrester’s 2026 research shows that on average, 13 internal stakeholders and nine external participants influence a B2B purchase decision. For complex B2B solutions, a typical buying group includes 6 to 10 decision-makers, and nearly 89% of buying decisions cross multiple departments.
What this means: When you only engage one contact, you’re invisible to the 12+ other people who will influence whether your deal happens.
Early Influence is Everything
Forrester found that 92% of buyers start with at least one vendor in mind, and 41% already have a single preferred vendor selected before formal evaluation begins. Among C-suite buyers, 47% express early vendor loyalty before the buying process even starts.
What this means: If you’re not building preference across the buying committee early – before intent signals appear – you’re too late.
Most Decisions Happen “Offline”
Gartner research found that 74% of B2B buyer teams demonstrate unhealthy conflict during the buying decision process. 80% of B2B deals fail not because of the external sales process, but due to internal consensus finding. Buying groups struggle to reach agreement because each member has different priorities, and most of this discussion happens in private meetings and internal channels you never see.
What this means: The real decision happens in conference rooms and Slack channels where you’re not present. If you haven’t armed all stakeholders with the right information early, your champion can’t sell for you internally.
The Problem with Lead-Based Thinking
Traditional B2B:
- Marketing generates MQLs (usually one contact)
- Sales qualifies them as SQLs (still focusing on one contact)
- Deal stalls because you’re missing 5-12 other decision-makers
- Sales blames marketing, marketing blames sales
The reality: Buying groups range from five to 16 people across as many as four functions, with each member having differing priorities and opinions. When you only engage one contact, you’re invisible to everyone else who has veto power, budget authority, or technical approval.
The result: Longer sales cycles, lower win rates, and endless “we need to involve procurement/legal/IT” surprises.
What Buyer Group Intelligence Changes
Instead of chasing individual leads through your funnel, BGI helps you:
1. Identify the full buying committee
Map everyone involved in the decision—from champion to economic buyer to technical evaluator to end users. See the complete picture before you start engaging.
2. Understand their roles and priorities
Not everyone in the buying group cares about the same things. BGI reveals what matters to each stakeholder so you can personalise engagement by role, not just by company.
3. Build early preference across the committee
Since 92% of buyers start with vendor preferences already in place, you need to influence buying groups long before they enter formal evaluation. BGI helps you build credibility and relevance with all stakeholders early.
4. Facilitate internal consensus
Buying groups that reach consensus are 2.5 times more likely to report that their deal was high-quality. BGI aligns your content and engagement to help buying groups reach agreement, not just champion your solution.
5. Track engagement across the entire committee
See which stakeholders are engaged, which are invisible, and where your coverage gaps exist. Adjust in real-time instead of discovering blockers at the end.
How BGI Fits Into Our Approach
Step 1: The 3Cs Framework Identifies Where You Need Help
Our 3Cs Assessment reveals where your go-to-market system breaks down:
- Connect: Are you reaching the right people, or just any people?
- Converse: Are you having real discovery conversations with decision-makers?
- Convert: Are deals stalling because you’re missing key stakeholders?
Step 2: Buyer Group Intelligence Maps Who Matters
Once we know where you need help, BGI focuses everyone on the complete buying committee:
- Who are all the stakeholders in this account?
- What are their roles, priorities, and concerns?
- How are they connected (reporting structure, influence dynamics)?
- Where are your engagement gaps?
This shifts your entire team from “let’s chase this MQL” to “let’s engage this buying committee.”
Step 3: We Build Solutions Around Real Buyer Behaviour
With buyer group maps in hand, we use our proprietary AI agents, The Hub™ platform, and 3Cs methodology to create:
- Personalised engagement strategies for each stakeholder role
- Multi-threaded account plans that coordinate marketing and sales
- Content and messaging that speaks to what each role actually cares about
- Consensus-building tools that help buying groups reach agreement internally
- Intelligence feeds that surface when buying groups show intent or change
Why Buyer Groups, Not Leads
| Lead-Based Model | Buyer Group Intelligence |
|---|---|
| Focus on one contact | Map the entire committee (6-16 people) |
| MQL → SQL → Opportunity | Engagement across all stakeholders from day one |
| Sales and marketing work separately | Everyone aligns around the same buyer group |
| Discover blockers late in the cycle | Identify and engage blockers proactively |
| “We need to loop in [unexpected person]” | You already know who needs to be involved |
| 80% of decision happens without you | Build early preference across the full committee |
| Lower win rates, longer cycles | Higher win rates, coordinated engagement |
BGI in Action: A Real Scenario
Without Buyer Group Intelligence:
Your marketing team generates an MQL from a digital interaction. Sales qualifies them, runs demos, builds a proposal. Three months in, the deal stalls – turns out the CRO, CFO, and IT Director were never engaged. They have concerns your champion can’t answer. The deal dies due to internal consensus failure, like 80% of B2B deals that fail for this reason.
With Buyer Group Intelligence:
Before engaging, you map the buying committee: VP of Sales (champion), CRO (economic buyer), CFO (budget authority), IT Director (technical approver), RevOps Manager (end user), plus Procurement and Legal who’ll join late.
Your strategy engages all key stakeholders from the start:
- Content marketing reaches the CRO with ROI-focused thought leadership before they enter active evaluation
- Sales has discovery calls with the VP and RevOps Manager
- A technical workshop brings in the IT Director early
- Your proposal addresses CFO and Procurement concerns before they become blockers
- Buying-group-level content helps the committee reach consensus 2.5 times more effectively
Result: Faster cycles, fewer surprises, higher win rates.
How We Deliver BGI
Buyer Group Intelligence is powered by a combination of:
Proprietary AI Agents
Our AI tools analyse organisational structures, identify stakeholders, and surface role-based priorities faster than manual research ever could.
The Hub™ Platform
Track which buying group members your team is connected to on LinkedIn, who’s engaging with content, and where coverage gaps exist.
The 3Cs Methodology
Connect with the right people early, Converse to understand their needs, Convert by aligning to what the full committee values.
Expert Human Intelligence
Our team validates AI insights, maps influence dynamics, and designs account strategies that work in the real world.
Who BGI Is For
✓ Marketing leaders tired of generating MQLs that don’t convert because they’re missing the buying committee
✓ Sales leaders who lose deals late in the cycle due to “unknown stakeholders” appearing
✓ Account-based teams who know they should be multi-threading but don’t have the infrastructure
✓ RevOps teams who need to align marketing, sales, and CS around the same account intelligence
Frequently Asked Questions
How is this different from account-based marketing?
Do we need special tools to use BGI?
How long does it take to map a buying group?
Initial mapping for a single account takes 2-3 days. We can scale to map any number of accounts depending on your needs.
What if buying groups change during the sales cycle?
They will. Forrester shows that 13 internal stakeholders and nine external participants influence decisions on average – and these groups evolve. Digital Commerce 360 BGI includes ongoing monitoring so you’re alerted when stakeholders change.
Is this only for enterprise accounts?
No. Even mid-market deals involve 3-6 decision-makers. BGI scales from SMB to enterprise – the complexity of the buying group, not the company size, determines the approach.
Can we use BGI if we're already doing account-based marketing?
Stop Chasing Individual Leads. Start Engaging Buying Committees.
92% of buyers already have vendor preferences before formal evaluation begins. 80% of deals fail due to internal consensus problems. Buyer Group Intelligence shifts your entire go-to-market from lead-based thinking to committee-based engagement – so you build preference early and help buying groups reach decisions.
Get Started with Buyer Group Intelligence
Option 1: Take the 3Cs Assessment
Benchmark your current go-to-market approach and whether BGI could help.
We’ll map one of your target accounts to show you what BGI reveals.