Wednesday Wisdom: Gaining Clarity on B2B Buying Groups - What We've Learned Since This Article

Happy Wednesday Wisdom!

Two years ago, the 6sense Research team published one of its first reports on B2B buying groups, Gaining Clarity (Sort of) on B2B Buying Groups. Since then, we’ve surveyed over 4,000 B2B practitioners about the size of the buying groups they work with, either as marketers/sellers or as buyers.

What we’ve learned and validated since then:

• Yes, the B2B Buyer is undoubtedly a group of individuals, sometimes climbing to 30+ people.
• As we noted in our first report, buying groups tend to grow in size as the value of the purchase increases.
• In 2022, we found that the average buying team size was 9 individuals. This number has remained consistent, with the average group size now approaching 11 people in 2024.
• Both buyers and marketers generally agree on the typical size of buying groups. 2024 Buyer Identification Benchmark
• The number of vendors a buying team evaluates and the cost of the solution are the biggest drivers of group size. 2023 Buyer Experience Study
• Adding a member to the buying group extends the buying cycle by over a month.2023 Buyer Experience Study

It’s been fascinating to continue learning about these groups and neat to look back on how much we already knew in that first report. More research on buying groups will be coming your way very soon 🤗. In the meantime, here are the reports that informed the insights above!

@Kerry