---
title: Buying Groups
slug: swisscom-b2b-lab/w_K3-buying-groups
docTags: 
createdAt: 2024-09-12T05:03:28.210Z
---

## Buying Groups Concept

In **Adobe Journey Optimizer B2B**, a **Buying Group** represents the **set of people within a target account who collectively influence or make a purchase decision**.
Rather than treating leads as isolated individuals, AJO B2B reflects the reality of B2B buying: purchasing decisions are made by **multiple stakeholders**, each with a distinct role in the process.

A buying group is therefore:

- **Account-centric**, not individual-centric
- **Role-based**, not just title-based
- **Dynamic**, evolving over time as people become known or disengage



## Why Buying Groups Matter in B2B Marketing

AJO B2B shifts to:

- **Accounts as the primary unit**
- **Buying committees**, not lone buyers
- **Non-linear journeys**, where different roles engage at different moments

This is critical because:

- No single person buys alone in B2B
- Influence is distributed (economic, technical, business, champion roles)
- Marketing success depends on **coverage and engagement of the full buying group**, not just one lead