The complete guide to buying groups
No more excuses. We've built templates, checklists, and recorded webinars to show step-by-step how to make a case and implement.
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How are you going to stand out in 2026?
Buyers are in control of the buying process. Over 70% of it is happening online. And they are putting companies on their short list of vendors that provide value and establish trust with their content.
How are you accounting for this in your 2026 strategy?
You need to stand out. To make sure your buyers notice you. Let us help you build that into your strategy for next year -->
The Revenue Marketer
The complete guide to buying groups
Still chasing 10% efficiency gains?
2023-2025 were the years of experimentation with AI. 2026 is the year to make it transformative. If you're still trying to figure out the strategic advantage AI will bring to your team, we're here to help!
Buyers buy in groups. But most marketers are still stuck in lead land
You know you need to switch. The question is, how? In our newest guide in partnership with Intentisfy and Sendoso, we share the seven steps to buying group transformation. It includes what to measure, how each team's roles change, and what it means to write "consensus" content that brings this squabbling family to agree.
Ignore groups at your own peril
Ninety-one percent of the time, the winning vendor was already on the buying group's "day one" shortlist. To get on that list, you must switch your team's mindset from converting MQLs to completing accounts. From trusting champions to winning over hidden influencers.
About the author
Service page feature
Demand gen
Buyers buy in groups. But most marketers are still stuck in lead land
You know you need to switch. The question is, how? In our newest guide in partnership with Intentisfy and Sendoso, we share the seven steps to buying group transformation. It includes what to measure, how each team's roles change, and what it means to write "consensus" content that brings this squabbling family to agree.
Ignore groups at your own peril
Ninety-one percent of the time, the winning vendor was already on the buying group's "day one" shortlist. To get on that list, you must switch your team's mindset from converting MQLs to completing accounts. From trusting champions to winning over hidden influencers.
Resources
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The complete guide to buying groups
In our newest guide in partnership with Intentisfy and Sendoso, we share the seven steps to buying group transformation. It includes what to measure, how each team's roles change, and what it means to write "consensus" content that brings this squabbling family to agree.
Deck template: Sell your GTM team on buying groups
A lot of people are still trying to sell buying groups internally. Its a pretty major shift, and as we know, people are generally resistant to change. So we’ve done the hard work of building the slides to make the case, so you can get the support and resources to get it done!
The buying group transition checklist
When we surveyed marketers, they stated that an implementation roadmap was the #1 reason they hadn't made the shift yet, and rightfully so! There are a lot of moving parts to this transition. But lucky for you, we've done this more than a few times, so we've put together a checklist for you to follow to making this transformation at your company!
Watch: The CRO-ready case for buying groups
For years, marketers have celebrated the marketing qualified lead (MQL) as the ultimate success metric. But when you have a buying group of 3 or more people that need to align around a solution, that MQL is pretty flimsy. We’ll talk about the reports and data that show why you can’t sleep on buying groups anymore.
Watch: How to finally transition to buying groups
We detail the tactical steps to re-tool your systems, market to buying groups, and enable your sales team. March 25th, 10am PT. You will leave with our checklist that outlines the tactical steps to re-tool your systems, market to buying groups, and enable your sales team.
Buyer enablement is the new demand gen
This article is an overview of what we mean by buying groups, and why it is the way you need to be marketing in 2026. We also answer the question: is buying group marketing the new ABM? Spoiler alert: It is not.
Marketing's evolution
In order to add context to the “buying group” transition, we’ve laid out the last 15 years of marketing evolution that has gotten us here. We outline what caused each shift, what we learned from each, and how making the shift to buying groups sets you up for the Agentic Era
About the author
Service page feature
Demand gen
The complete guide to buying groups
The complete guide to buying groups
In our newest guide in partnership with Intentisfy and Sendoso, we share the seven steps to buying group transformation. It includes what to measure, how each team's roles change, and what it means to write "consensus" content that brings this squabbling family to agree.
Deck template: Sell your GTM team on buying groups
A lot of people are still trying to sell buying groups internally. Its a pretty major shift, and as we know, people are generally resistant to change. So we’ve done the hard work of building the slides to make the case, so you can get the support and resources to get it done!
The buying group transition checklist
When we surveyed marketers, they stated that an implementation roadmap was the #1 reason they hadn't made the shift yet, and rightfully so! There are a lot of moving parts to this transition. But lucky for you, we've done this more than a few times, so we've put together a checklist for you to follow to making this transformation at your company!
Watch: The CRO-ready case for buying groups
For years, marketers have celebrated the marketing qualified lead (MQL) as the ultimate success metric. But when you have a buying group of 3 or more people that need to align around a solution, that MQL is pretty flimsy. We’ll talk about the reports and data that show why you can’t sleep on buying groups anymore.
Watch: How to finally transition to buying groups
We detail the tactical steps to re-tool your systems, market to buying groups, and enable your sales team. March 25th, 10am PT. You will leave with our checklist that outlines the tactical steps to re-tool your systems, market to buying groups, and enable your sales team.
Buyer enablement is the new demand gen
This article is an overview of what we mean by buying groups, and why it is the way you need to be marketing in 2026. We also answer the question: is buying group marketing the new ABM? Spoiler alert: It is not.
Marketing's evolution
In order to add context to the “buying group” transition, we’ve laid out the last 15 years of marketing evolution that has gotten us here. We outline what caused each shift, what we learned from each, and how making the shift to buying groups sets you up for the Agentic Era
Speakers
Other helpful resources
Buyers buy in groups. But most marketers are still stuck in lead land
You know you need to switch. The question is, how? In our newest guide in partnership with Intentisfy and Sendoso, we share the seven steps to buying group transformation. It includes what to measure, how each team's roles change, and what it means to write "consensus" content that brings this squabbling family to agree.
Ignore groups at your own peril
Ninety-one percent of the time, the winning vendor was already on the buying group's "day one" shortlist. To get on that list, you must switch your team's mindset from converting MQLs to completing accounts. From trusting champions to winning over hidden influencers.
About the author
Service page feature