Define and Manage Buying Groups

Context

You can define, edit, and archive Buying Groups based on roles, personas, and engagement data. This helps reflect how real buying decisions are made and enables better coordination between sales and marketing.

Important: The number of buying groups you can define depends on your ABX package edition.

• Professional: 1 buying group
• Enterprise: 3 buying groups
• Elite: 5 buying groups

The Buying Groups page shows your active and inactive buying groups. From this page, you can create new buying groups and edit or archive existing ones.

To watch a video that shows you how to create buying groups, see Creating a Buying Group (Video).

Prerequisites

You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.

You must have access to Demandbase ABX to create buying groups and Demandbase Advertising to use buying group targeting in campaigns. The maximum number of buying groups you can have active depends on your ABX license type.

(Optional) Create Keyword Sets for your products or solutions and deploy the Demandbase Tag to your website. You only need to complete these steps if you want to add product interests when defining buying groups.

Steps: Create a Buying Group

1. From the left navigation bar, go to Settings > Buyer Profiles > Buying Groups and click Create New.
2. In the window that opens, enter a Name and click Next to go to Step 1.
3. To add personas, do the following:
   a. To add an existing persona, click Add next to its name.
   Tip: Click Create New to create a new persona. See Create and Manage Personas for Buying Groups.
   b. Select the Buying Role(s) to assign to the persona.
   Important: Buying roles are predefined and cannot be edited. See Reference: Buying Roles for Buying Groups.
   c. Click Next to go to Step 2.
4. To add product interests, do the following:
   a. (Optional) Select Demandbase Intent Keyword sets with the keywords that personas within a buying group would read about for your products or solutions.
   b. (Optional) Select the Web Pages that personas within a buying group would visit when showing engagement for your products or solutions.
   c. Click Next to go to Step 3.
5. To review and activate the buying group, do the following:
   a. Review the personas and product interest summaries.
   b. Click Activate.
   Tip: If you’re not ready to activate the buying group, click Save Draft to save the current configuration. Draft buying groups appear in the Inactive tab.
   

Steps: Edit and Archive a Buying Group

1. From the left navigation bar, go to  Settings > Buyer Profiles > Buying Groups.
2. Hover over the buying group name, click the gear icon that appears, and select one of the following options:
   • Edit Buying Group: Select to update the buying group.
   • Archive: Select to archive a buying group.
     Tip: To make an archived buying group active, go to the Inactive tab, hover over the name, click the gear icon that appears, and select Active.