Written by: Vickie Sullivan | September 23, 2025
Why B2B Buying Groups Make Content Marketing More Complex
The B2B sales process is shifting once more, and with it, content marketing is becoming far more complex. As a recent MarketingProfs article points out, changes in account-based marketing (ABM) and the rise of B2B buying groups are creating new challenges for marketers.
The article makes a strong case that ABM needs a makeover. But the real game-changer for anyone in B2B sales is the rise of buying groups—larger, more diverse decision-making teams that are reshaping how purchase decisions are made.
Unlike the smaller, more centralized buying committees of the past, today’s B2B buying groups are bigger, more diverse, and spread across the organization. Stakeholders span departments, roles, and even regions—each expecting tailored engagement that speaks to their unique needs. To make things harder, they research differently. Some rely on digital channels, others prefer industry events, podcasts, or peer recommendations. Reaching and aligning them all? It’s a bit like herding cats.
2 Key Shifts to Reach Today’s B2B Buying Groups
So, what’s a B2B marketer to do? The solution consists of two big shifts to keep pace with buying group behavior:
• From niche to broad-based reach. You can’t depend on buyers consuming content in the same few places anymore. Brand awareness needs to stretch across multiple channels—because today’s buying groups expect to find information everywhere they look.
• From list-building to platform diversity. Email and like-minded communities are still useful, but they’re not enough. Marketers must meet buyers where they already are—whether that’s podcasts, social channels, webinars, or even connected TV.
These shifts may sound simple, but they represent a major departure from the old way of doing ABM. Closing the “consensus gap”—engaging not just one or two contacts but the full buying group—requires a broader, multi-threaded strategy. The good news: you don’t have to do it all at once. Take a breath, map out your priorities, and tackle this challenge one step at a time.
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