High consideration, direct-purchase, B2B buying decisions aren’t made in isolation—they’re made by buying groups.
However, most B2B companies are still stuck using tech stacks designed for an outdated, lead-centric world.
Consequently, when your tech stack isn’t built to recognize, engage, and convert buying groups, you set your organization up for a poor buying experience, inefficiencies and wasted spend.
As a result, it looks a lot like this:
➤ SDRs reaching out at the wrong time, engaging buyers before they’re ready.
➤ Marketing ignoring the engagement of key decision makers because they don’t “score-up.”
➤ Sales reps spinning their wheels “multithreading” to the wrong committee members.
It’s a recipe for missed opportunities and lost revenue.
Therefore, if you want to capture the entire buying group and move deals to Closed Won faster, you need the right tools.
Here’s how you build the ultimate B2B buying groups tech stack.
The Foundation: CRM (Customer Relationship Management)
- Purpose: Centralize customer and account data, track interactions with all stakeholders in a buying group, and support opportunity management.
- Tools: Salesforce, Hubspot, Microsoft Dynamics
5 Core Components of a Buying Groups Tech Stack
Data Automation
- Purpose: These tools automate data capture from tools like email, calendar, and your CRM to map stakeholder activities and engagements across buying groups.
- Tools: Clari, Nektar, People.ai
Data Enrichment & Prospecting
- Purpose: Enhance account and contact data, ensuring the buying group is accurately mapped and updated. Furthermore, these tools capture intent signals and behavioral data, helping prioritize outreach to buying groups that are more likely to convert.
- Tools: 6sense, Apollo.io, Cognism, LinkedIn Sales Navigator, Lusha, Demandbase, ZoomInfo, Informa TechTarget
Marketing Automation Platform
- Purpose: Automate personalized email, content, and nurture campaigns tailored to the roles and needs of individual stakeholders in a buying group. Moreover, these tools should seamlessly integrate with your CRM to sync data on stakeholder engagement, ensuring sales teams have up-to-date information.
- Tools: Marketo, Eloqua, Hubspot, Salesforce Pardot, Salesforce Marketing Cloud
Account Based Marketing Platforms
- Purpose: Target, engage, and measure the impact on accounts with multiple stakeholders, often integrating intent data and account scoring.
- Tools: G2, 6sense, Demandbase, ZoomInfo
Orchestration
- Purpose: Align sales and marketing operations, enable lead-to-account matching, routing, and opportunity management across a buying group. Specifically, buying group management includes:
➡️ Recognition of the buying group as well as assembly and routing
➡️ Lead-to-Contact auto conversion
➡️ Contact-to-Opportunity automation
➡️ Opportunity management
➡️ Lead, Contact & Account distribution
- Tools: LeanData
Marketing Activation
Intent Data
- Purpose: Identify accounts showing purchase intent and prioritize stakeholders who are actively researching solutions.
Personalization
- Purpose: Deliver relevant content and experiences tailored to individual stakeholders’ roles and needs within a buying group. Then, use buyer information to update messaging across the journey.
- Tools: Intellimize (Webflow Optimize), Mutiny, Tofu, Optimizely, Qualified
Chat & AI Agents
- Purpose: Accelerate conversions through AI-driven chat and automation, and deliver personalized, role-based engagement to different members of the buying group.
- Tools: Drift by Salesloft, Hubspot, Warmly, Qualified, Intercom
Digital Ad Campaign Management
- Purpose: Run account-based digital ad campaigns that specifically target key individuals within a buying group. Personalize ads based on job titles, industries, and engagement behavior, and display content across web, social, and email channels.
- Tools: AdRoll, bloomreach, RollWorks, StackAdapt
Advertising Networks
- Purpose: Use your data to connect your message to your prospects through brand awareness and engagement via social platforms.
- Tools: AdRoll, Google, LinkedIn, Facebook Ads (Meta), mediaocean
Sales Activation
Sales Engagement Tools
- Purpose: Streamline sales outreach through automation and tracking to engage multiple stakeholders efficiently.
- Tools: Apollo.io, Groove by Clari, Gong, LinkedIn, Salesforce Sales Engagement, Hubspot, Salesloft, Outreach
Meeting Scheduling Tools
- Purpose: Simplify meeting scheduling across multiple stakeholders in the buying group. Reduce friction in meeting scheduling by allowing Buying Group members to schedule their own meetings.
- Tools: LeanData BookIt, Hubspot, Calendly, Salesforce
Sales Collaboration
- Purpose: Facilitate cross-team collaboration and gain insights into buying group interactions through call recording and analysis. Streamline and centralize collaboration around sales deals through Slack-based deal rooms.
- Tools: LeanData Notify Plus, Slack, Rattle, Salesforce
Reporting and Analytics
Engagement
- Purpose: Track buying group member interactions across digital properties such as websites and applications. Identify patterns such as content consumption, form submissions, and feature adoption to understand what influences purchase decisions.
Buying Groups
- Purpose: Define and visualize the Buying Group journey. Measure Opportunity health through tracking engagement by persona, pipeline velocity, deal size, and conversion rates. Track Buying Groups Opportunity lifecycle from pre-opportunity through Closed Won/Lost. Assess revenue attribution for each member of the Buying Group. Find gaps in Buying Group committee members. Provide attribution insights to understand which marketing or sales efforts are driving results.
- Tools: LeanData Buying Groups Blueprint and Orchestrator
Attribution
- Purpose: Combine data from various marketing channels (CRM, advertising, web analytics) to provide a holistic view of buying group activity. By analyzing historical data, these tools assist in predicting buying group behaviors and optimizing resource allocation.
- Tools: factors.ai, funnel, HockeyStack, Dreamdata
Sales Forecasting
- Purpose: Track engagement at the buying group level rather than just individual leads. Provides visibility into group-level deal progression and potential stalls.
- Tools: Clari, Domo
Data Analytics & Visualization
- Purpose: Provide insights into buying group activity, pipeline performance, and ROI of marketing and sales efforts targeting buying groups.
Start Where You Are, Use What You Have
Ultimately, building the right B2B Buying Groups tech stack isn’t about having the most tools—it’s about having the right tools that work together to support your buying process.
Start by assessing what you already have, identify gaps, and focus on solutions that align with your business goals.
With the right approach, a well-optimized stack can help you engage the right stakeholders at the right time, streamline internal processes, and ultimately close deals more efficiently.
In conclusion, take the time to evaluate your options carefully, and remember—technology should support your strategy, not complicate it.
For great tips on how to buy technology, watch Jordan Henderson’s OpsStars session, Navigating the Maze: Choosing the Right Tech Stack for Revenue Operations.