Define and Manage Buying Groups

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

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.

Buying Group Limits

The number of Buying Groups you can create is based on your Demandbase One package. Reach out to your Demandbase Account Team for more information.

Demandbase One: 3 Buying Groups

Legacy Licensing:

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

Manage AI-Generated Buying Groups

The Buying Group Setup Agent automatically generates Personas and uses them to define Buying Groups. To manage these Buying Groups and Personas, see Understanding the Buying Group Setup Agent.

Prerequisites

• You must have Admin privileges or be assigned to a permission set with the required Demandbase settings access.
• You must have Demandbase Advertising to use Buying Groups in campaigns.
• Create Intent Keyword Sets.
• Deploy the Demandbase Tag to your website.

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: Personas Involved.

Step 1: Personas Involved

1. Select one or more following options:
   1. To add an existing persona, click Add next to its name.
   2. To create a new persona, click Create New. See Create and Manage Personas for Buying Groups.
2. Under each persona, select the Buying Role(s) to assign to the persona.
   Important: Buying roles are predefined and cannot be edited. See Reference: System Buying Roles for Buying Groups.
3. Click Next to go to Step 2: Product Interest.

Step 2: Product Interest

1. (Optional) Select Demandbase Intent Keyword sets with the keywords that personas within a buying group would read about for your products or solutions.
2. (Optional) Select the Web Pages that personas within a buying group would visit when showing engagement for your products or solutions.
   Tip: Web Pages uses the contains operator to match the entered values.
3. Click Next to go to Step 3: Journey.

Step 3: Journey

1. Select one or more Journey Funnels that are relevant to the Buying Group. 
   Important: Since stakeholders move through Journey Funnels in different ways, you can map multiple journeys for a truer view of engagement. To select multiple Journey Funnels, you must first configure Multiple Journeys. See Create and Manage Multiple Journeys.
2. Click Next to go to Step 4: Review and Activate.

Step 4: Review and Activate

1. Review the personas, Journey Funnel, and product interest summaries.
2. Click Activate.
   Tip: If you’re not ready to activate the buying group, click Save Draft to save the current configuration. Buying groups drafts appear in the Inactive tab.

Edit and Archive a Buying Group

1. From the left navigation bar, go to Settings > Buyer Profiles > Buying Groups.
2. Click the Active tab.
3. Hover over the buying group name, click the gear icon that appears, and select one of the following options:
   • Edit Buying Group: Update the buying group.
   • Archive: Archive the buying group.
     

Un-Archive a Buying Group

1. From the left navigation bar, go to Settings > Buyer Profiles > Buying Groups.
2. Click the Inactive tab.
3. Hover over the buying group name, click the gear icon that appears, and select Active.