Additional Practices That Send Contacts Into Your Dark Funnel Buying Group Blindness Generally, only 25% of form-fills become a MQL. Neglecting the other 75% can be a big mistake. That’s because more than one buyer from their organization is visiting your site at any given time. (Remember, B2B many buying teams are composed of 10+ members.) By focusing your engagement efforts on that one buying-team member and ignoring the possibility of others visiting your site, you’re not fully understanding the level of a company’s interest, or the scope of its business problems. Forrester Research calls this phenomenon buying group blindness. Do You Suffer from Buying Group Blindness? Conduct this experiment to see if your revenue team is unknowingly 4. Organizations rarely find 1:1 lead-to-account ratios, and frequently suffering from buying group blindness: find ratios closer to 1:5 to 2:1. 1. Examine your form-fill records for a particular period of time, 5. But even when the ratio is 2:1—meaning that on average, you’re such as a business quarter. receiving two leads per account that show up in your lead data— 2. From those leads, examine domain and company names to the distribution of leads will not be even. identify their accounts. It will still be the case that the majority of leads are solos: there are no 3. Compute the ratio of leads to accounts. companion leads associated with it during that period. But in some cases, potential buyers will be represented by numerous leads. 17