The analysis of the buying center, which is the conceptual summary of all actors involved in purchasing decisions within organizations, represents an important building block for the targeted derivation of marketing measures in B2B marketing. In relevant scientific studies, the focus has mostly been on the buyer, while in marketing practice, users of procurement objects are often given significant importance. Ludger Rolfes examines the behavior of users in procurement decisions using the biotechnology industry as an example. Through an empirical study, he demonstrates that users play different roles in procurement decisions, which should be taken into account when deriving targeted marketing measures. The author provides insights for the design of measures in marketing management.