Why Your Marketing Automation Is Blind to B2B Group Buying
The Marketing Operator Podcast with Fexingo: MarTech, Automation, and Marketing Operations · 2026-06-20 · 6 min
Episode notes
In this episode of The Marketing Operator Podcast, Lucas and Luna tackle a blind spot in B2B marketing automation: group buying decisions. Most tools attribute a deal to the last-touch contact, ignoring the six to ten stakeholders who influence a purchase. Lucas breaks down a 2025 Gartner study showing the average B2B buying group includes 11 people, and explains how automation platforms like Marketo and HubSpot fail to capture that dynamic. They discuss a real mid-market SaaS case where a demo request came from a junior analyst, but the real decision-maker was a VP who never touched a form. The hosts explore simple fixes: using a 'buying group ID' custom field and scoring based on account-level engagement, not just individual actions. Luna challenges whether most teams have the CRM hygiene to pull it off. The episode closes with a specific recommendation: build a staged nurture that serves different content to IT, finance, and the line of business within the same account. No fluff, just one actionable fix for a common automation blind spot.