Design B2B campaigns for a buying group
Michelle Wiltz considers why campaigns aimed at a single decision-maker can stall when a business purchase depends on several people. Drawing on industry discussions, she connects campaign messaging with the different concerns, risks and questions inside a buying group. Read it when leads arrive but opportunities struggle to progress. It offers a way to review whether your content helps people build agreement, rather than repeatedly asking one contact to convert without giving them the evidence their colleagues need.
PPC Hero · Published
Why make time for it?
Useful when acquisition is working but internal buyer agreement appears to be slowing pipeline progress.
What to look for
- Map objections across the people involved in a purchase.
- Give a contact evidence they can use with colleagues.
Keep in mind
A strategic interpretation of buying-group behaviour. Group size and content effectiveness vary; the article does not prove a universal campaign formula.
Take this question into the article
Which unanswered objection is most likely to stop a buying group progressing?
The people behind the article
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Read the full articleReading notes reviewed 30 Sept 2026. The publication date above belongs to the original source.