https://linkloom01.blogspot.com/2026/09/why-b2b-lead-gen-agency-should-target.html
B2B purchases are rarely decided by one person. A department head may identify the problem, another employee may research possible providers, finance may review the cost and senior management may approve the final decision. A B2B lead gen agency therefore needs to understand the wider buying group instead of relying on a single decision-maker.