El Paso launches solar group buying program Switch Together

The content, channels, and measurement approaches that work in B2C often do not translate directly to B2B. Book a call today to see how Growth Method can support your growth marketing efforts. The B2B buying journey is a complex, multi-stakeholder, largely self-directed process that rewards marketers who invest in content, self-serve tools, and long-form trust-building. Unlike traditional task management tools like Asana or Monday.com, Growth Method combines ideation, experimentation, and analytics into one streamlined platform, helping you run growth marketing more effectively. Teams need blended attribution approaches that credit the research phase, not just the final conversion.

With Surfe, you can export leads, enrich data, and personalize outreach—so no stakeholder gets left out Even more so because 82% of B2B decision-makers think sales reps are unprepared – it’s the sales rep’s responsibility to prove them wrong, convince them of the value, and close the deal. For salespeople, research and preparation are crucial to addressing the concerns, pains, questions, and intentions of the varying roles in the buying group. A buying group consists of individuals within a company responsible for making purchasing decisions. As B2B buyers become more sophisticated, there is a growing expectation for solutions that can be closely tailored to their specific business needs.

Many tech tools are evolving for exactly that — the ability to create an account and, within the account, serve different messages to unique buyers that align with their specific pain points or questions. Influencers may not be the right person to sign off on the final agreement, but more often than not, the C-suite isn’t close enough to the pain points to decide which vendor is best positioned to solve a problem. By structuring your digital marketing strategy around that sole buyer, you’re cutting your brand out of the key research phases and missing the opportunity to get your brand into the vendor evaluation phase. The bigger buyer group — the influencers of the sale — do a lot of the work, and sometimes, the person signing the checks is only interested in doing just that. Meetings often involve stakeholders from different departments, so focusing only on key decision-makers may overlook the broader buyer group journey. This approach assumed that targeting a CEO, CFO or CMO would likely result in a sale.

Implementation Framework

This analysis helps pinpoint where each group is in their buying journey. Companies that adopt Buyer group buying groups can finally align their go-to-market to the way companies actually buy, unlocking competitive advantage over competitors that do not. Simply put, an account-based lens isn’t designed to support multiple selling opportunities at different lifecycle stages.

The Influence of Buying Committees and Networks

• Nurture them through direct outreach and support so they can influence other committee members and address objections during internal discussions.
• Once you've identified potential buying groups, the next step is to tailor your marketing strategies to engage them effectively.
• Cars play a key role in supporting Millennials’ need to stay connected, and in a study by Autotrader.com, 72% of younger millennials indicated that a car is important to their social life.

Demandbase Buying Groups consist of individuals with defined personas and roles in the buying process. To learn more about this upcoming release, check out Demandbase Buying Groups. This approach aligns with the reality of B2B buying, which is typically done by groups of stakeholders. Buying groups provide a more nuanced view of the buying process, focusing on the collective decision-making units within organizations rather than narrow leads or broad accounts. These platforms will merge the lead-based focus of marketing automation with the account-based focus of ABM platforms into a unified solution. By unlocking this competitive advantage, businesses can truly revolutionize their approach to B2B marketing and sales.

Our companies work closely together with a common focus—to provide access to high quality products and services, in the right setting, at the right time, while minimizing costs. The Buyer Insights series includes interactive reports and custom data cuts that allow you to explore buyer behavior by industry, region, role, persona, and company size. Providers that have shifted their focus to buying groups have seen significant benefits, from uncovering more opportunities from hidden prospects and existing engagement to improving sales efficiency.

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Providing relevant information builds trust and helps members make informed decisions faster. Tailoring communication to each role helps the buying group see how the solution meets their specific needs. This ensures marketers know who influences the purchase and can target messaging to the people who truly matter.

Selling to buying groups requires tailored communication, consensus building, and long-term engagement strategies. The size of a B2B buying group can vary significantly – part of the challenge is identifying the buying group and its size – but a typical buying group ranges from 3 to 10 people. Giving a single sales pitch to a solitary decision-maker is no longer sufficient and salespeople must learn to tackle decentralized decision-making frameworks. A ‘buying group’ refers to the people within a company who are responsible for making purchasing decisions for new products or services. Surfe helps you identify decision-makers, find verified contact info, and sync them straight to your CRM from LinkedIn

Marketers can support this stage with executive-level content, ROI calculators, and business case templates that help champions sell internally. “Switch Together helps you learn if going solar is right for you. B2B companies are pouring dollars into digital ads, while still leveraging the power of in-person events and direct mail for high-value deals.

To help B2B buyers make better decisions, providers must transform their go-to-market approach and their understanding of buyers’ needs. And they need to take advantage of what developing tools and innovations can offer for their strategies. Adapting to the buying group dynamic not only means changing the way we approach marketing, but also the way we measure it. But these days, it’s a mindset that prevails throughout B2B marketing because, as Cunningham observed, buying groups are simply the reality in B2B. “The best buying signal you will ever get is the presence of multiple individuals from the same organization researching your solutions at the same time,” Cunningham asserted.

Indirect categories include a broad listing non-clinical categories including payment solutions, office products, environmental products, copiers and printing solutions, telecommunications and many more. HealthTrust food procurement agreements also includes regional fresh food programs that enhance local sourcing needs including produce, dairy, bakery, ice cream and others products. HealthTrust’s Facility Infrastructure Solutions represents 100+ top-quality suppliers that can be engaged to meet facility start-up construction, renovation or operating needs. It’s clear that we are a company that people have had good experiences with and trust. Email addresses are verified through multiple sources including company websites, SEC filings, LinkedIn, and direct outreach.

Madison Logic helps ABM marketers move beyond one-size-fits-all programs to orchestrate multi-persona, cross-channel campaigns that accelerate sales and improve win rates. This content helps buyers move from “we’re not ready” to “we can start here”—lowering the mental and operational barriers to change. This approach gets your deal moving again by encouraging potential leaders to take initiative—and giving them the support to do it well. This targeted content not only supports your champions but also reduces anxiety by providing them the material they need, helping the buying group move confidently toward a “yes.” Use engagement and intent data combined with feedback from sales and customer success to understand what’s needed to ease risk and build confidence in your deals.