Buying Group Blindness

A Success Story by Imprivata and SiriusDecisions

Understanding Buying Group Blindness

Which is better?

10 downloads from 1 Person

1 download from 10 People

Current marketing systems feed the former into nurturing streams while ignoring the latter.

But what if those 10 people are part of a buying group?

81% of buying decisions are made by groups – not individuals.

People Connectivity

But most marketing automation isn’t tracking buying groups – only individual contacts.

People Connectivity

That means most marketing systems are missing out, on average, on 59% of potential revenue.


However, currently most systems can’t separate the activity of ten strangers from a buying group of ten colleagues – they just aren’t equipped, or the data isn’t being tracked correctly.

Let’s be clear – it’s possible to reach that 59%, if a company is willing to begin the transition to a system that has the ability. And if you’re an early mover, you’ll gain a significant advantage over your competitors.

Runner Up

Information courtesy of “SiriusDecisions Research Brief: Identifying and Overcoming Buying Group Blindness”

Want to know how it’s done?

Imprivata directors Lynne Powers and Naomi Marr agreed to sit down with SiriusDecisions’s Kerry Cunningham, and True Influence’s Kay Kienast and Jodie Twitchell and talked about how Imprivata addressed buying group blindness.

To see more about how Imprivata is reaching new heights in demand generation, view the case study here:

Click here to learn how InsightBase Version 4.1 can help solve buying group blindness by utilizing demand units.