Metric Monday: How Many B2B Organizations Miss Vital Buying Team Signals?

In the complex landscape of B2B transactions, a fundamental truth stands out: the buyer is not an isolated decision-maker. Instead, the B2B buyer is a dynamic and interconnected team of individuals working collaboratively to make a decision. 

Therefore, when multiple members of a buying group express interest, it's a much better signal that the organization is serious about buying – setting apart the professionally curious from those genuinely in the market. 

Last year, we asked B2B organizations if they treat multiple leads from the same buying group differently than those with just one. A slim majority (60%) of participants reported that they do treat multi-lead accounts differently than single-lead accounts, thus taking advantage of this strong buying signal to prioritize prospects. 

However, this leaves a substantial 40% who do not recognize when multiple members of a buying group are demonstrating interest. Not noticing that you have two or more is simply a missed opportunity.

@Kerry