A buying center is an informal group of all the people and departments in an organization that play a role in the business purchasing decision-making process. It is not a formal, clearly defined department, but rather a dynamic structure of participants who interact to purchase goods or services for production or operational needs.
Participants in a buying center can fulfill a variety of roles, such as: Users (who will use the product), Influencers (who provide technical information), Buyers (who make the formal purchase), Decision Makers (who have the formal authority to approve the purchase), and Controllers (who control the flow of information). B2B marketers must identify and engage each member of the buying center with personalized communication tailored to their role and needs.
