Buying group marketing is a B2B go-to-market approach that shifts targeting from individual leads to the full group of people involved in a purchase decision. Instead of optimising for a single contact, it maps and engages every stakeholder who influences whether a deal gets done, from the economic buyer to the end user to the…
The B2B buying process is the sequence of steps an organisation goes through before committing to a purchase, from recognising a problem to signing a contract. It typically involves multiple stakeholders, extended timescales, and a significant amount of internal deliberation that happens well outside your visibility as a vendor. Most sales teams treat it as…
A B2B buying group is the collection of people inside an organisation who collectively influence, shape, or approve a purchase decision. It is rarely one person. In complex sales, it is typically five to ten stakeholders across different functions, each with different priorities, different objections, and different levels of authority. Marketing that treats B2B buying…
In B2B influencer marketing, the biggest mistake isn’t picking the wrong influencer. It’s not understanding who you’re actually trying to reach. Decision makers, influencers, and non-decision makers each play distinct roles in a B2B buying cycle, and treating them as one audience will cost you budget, time, and deals. The B2B buying committee has expanded…
A B2B marketing plan is a documented framework that connects marketing activity to commercial outcomes: which markets you are targeting, how you will reach buyers at different stages of the decision process, what resources you are committing, and how you will measure whether it is working. Most plans fail not because the strategy is wrong,…
B2B SaaS purchasing decisions are rarely made by one person. In most organisations, a buying committee of three to ten people shapes the final outcome, each with different priorities, different risk tolerances, and different definitions of success. If your sales and marketing motion is built around a single decision maker, you are almost certainly losing…
Forrester’s 2025 predictions for B2B high tech companies point toward a market where growth is harder to manufacture and easier to lose. Buying committees are larger, sales cycles are longer, and the tolerance for generic outreach has dropped to near zero. The companies that will pull ahead are the ones that align their commercial teams…
A B2B customer experience map is a structured visual or written representation of every stage a business buyer moves through, from first awareness of a problem to post-purchase renewal or expansion. Done well, it aligns your marketing, sales, and customer success teams around a shared picture of how buying actually happens, not how you wish…
B2B marketing best practices are the principles and habits that consistently produce commercial results: qualified pipeline, shorter sales cycles, and revenue that compounds over time. The challenge is that most lists of “best practices” are recycled from the same sources, rarely tested against real business conditions, and optimised for content marketing performance rather than commercial…
B2B content marketing is the practice of creating and distributing content that builds credibility, educates buyers, and moves commercial conversations forward. Done well, it shortens sales cycles, reduces price sensitivity, and creates the kind of familiarity that makes a vendor feel like the obvious choice before a prospect ever fills in a form. Done badly,…
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