Understanding Buying Group Insights

Buying Group Insights helps B2B marketers understand Buying Group completeness and engagement across target accounts. Its visual interface and AI-driven insights highlight accounts with strong coverage and those missing key personas.

By combining Persona Completeness and engagement data, it surfaces high-priority accounts that are most likely to convert so teams can act faster.

Prerequisites

You must set up buying groups and personas. See Understanding Buying Groups.

Access Buying Groups Insights

From the left navigation bar, go to   Buying Group Insights.

Filtering the Buying Group Page

1. Account List Dropdown: Select an account list from the top left dropdown.
2. Date Range Selector: Select a date range in the top right.
3. Filter Agent : Filter accounts and people using natural language prompts. See Understanding the Buying Group Filter Agent.
   Tip: Click Reset View to clear any applied filters.
4. Buying Group Tabs: Switch between buying groups by selecting a tab. The page updates to show data specific to the selected buying group.
   Important: Agent-generated buying groups have a icon. See Understanding the Buying Group Setup Agent.
5. Journey Funnel and Stages: Select a Journey Funnel and one or more Journey Stages to see how the buying group engages at those stages.
   Important: You must first map Journey Stages to buying groups. See Define and Manage Buying Groups.

Buying Group Overview

The Buying Group Overview heatmap shows how your accounts compare based on two key factors: 

• Persona Completeness: Percentage of configured personas that are represented in a Buying Group by known people in your first-party data. This metric is calculated by checking whether each persona has at least one matching person in your CRM, Marketing Automation System, or CSV import associated with the account.
  Tip: Persona Completeness is  based on the presence of predefined personas (for example, Director of Sales, VP of Marketing, and Finance Manager) in the buying group model.
• Total Engagement for Buying Group: Combined engagement from both known and unknown visitors within the selected date range. See Prompt Examples to filter by engagement type. 
  • Unknown activity (from Demandbase): Counted when the activity matches the Keyword Set or Page Filters defined for the buying group. 
  • Known person activity: Counted when the person is suggested or confirmed as part of the buying group.

How to Interpret the Metrics

The number in each cell tells you how many accounts match that combination of completeness and engagement. Darker shades indicate higher account volumes.

• High engagement + high completeness: Best buying groups to target.
• High engagement + low completeness: Potential gaps (missing key personas).
• Low engagement + high completeness: Good candidates to target with marketing campaigns.

Insights

Hover over a cell to see insights about the group of accounts.

If a cell has over 50% Persona Completeness and 100 or fewer accounts, a Take Action button appears when you hover over it. Click the Take Action button to open the Action Agent.

Filter Page Data

Click a cell in the heatmap to filter the page to records in that group.

The Engagement by Personas chart, Accounts table, and People table update to reflect the selected segment, helping you quickly identify and take action on the right people based on engagement.

Engagement by Personas

The Engagement by Personas section shows how people within your buying groups are engaging with your brand, either by Persona (e.g., Marketing Executive) or by Buying roles (e.g., Decision-Maker, Approver).

The bar chart shows the total number of people by engagement status:

• Light blue: People who are not engaged
• Dark blue: People who are engaged

Buying Group Insights Table

The Buying Group Insights table shows accounts and people based filters you’ve applied on the page. If no filters are selected, all records are shown.

Accounts

The Accounts table shows information about each account:

• Account Name: Name and logo of account. 
  Tips:
  • Click the account name to go to the account’s page in the Analytics Dashboard.
  • Click the Account Name column header to sort the table.
• Engagement: Total Engagement Points during the selected date range. Engagement Points are calculated using activity from buying group members, web page visits (including anonymous visits), and intent keyword signals associated with the buying group.
• Persona Completeness: Percentage of configured Personas that are represented in the account.
• Pipeline Predict: How likely the account is to become a pipeline opportunity in the near future.
• Missing Personas: Personas that are missing from the Buying Group for that account.

People

The People table shows information about each person within the accounts:

• Person Name: Image (if available), name, country, and company of person.
  Tips:
  • Click the person name to go to the person’s page in Analytics > People.
  • Click the company name to go to the account’s page in the Analytics Dashboard.
• Engagement: Total Engagement Points during the selected date range. Engagement Points are calculated using activity from buying group members, web page visits (including anonymous visits), and intent keyword signals associated with the buying group.
• Personas: Persona of the person.
• Buying Roles: Buying Role of the person.
  Tip: Hover to see additional buying roles, if applicable.
• Email: Email address of the person.
• Title: Title of the person.
• Lead or Contact?: Whether the person is classified as a Lead or Contact.
• Source: Source of the data (for example, Salesforce or Demandbase).

Important: You can click any column header to sort the contents. However, if you’ve selected both a cell in the Buying Group Overview and a segment in the Engagement by Personas bar chart, sorting resets the number of people displayed in the table.

Take Action with Accounts or People