Targets Buying Committee
There are bunch of decision-makers involve in B2B purchasing process. In a survey, Gartner found 75% of B2B buyers agreed people from different locations and roles are involved in purchasing decisions.
Average of 6 decision-makers within a B2B company are involved in purchasing process. Traditional B2B marketing strategies do take this information into account. Account-based marketing focuses on reaching as many of these people as possible.