Buying Group Insights helps you evaluate buying group completeness and engagement across your target accounts. Use the visual heatmap and engagement data to identify accounts with strong engagement, find missing personas, and prioritize accounts for marketing and sales activities.
Benefits of Buying Group Insights
- Evaluate buying group completeness: Identify accounts with missing personas and gaps in buying group coverage.
- Analyze engagement: Understand how buying groups, personas, and buying roles engage with your brand.
- Prioritize accounts: Identify accounts with high engagement and strong persona coverage.
- Take action: Use the Buying Group Action Agent to act on selected accounts and people.
Prerequisites to Access Buying Groups Insights
You must set up buying groups and personas. See Understanding Buying Groups.
Access Buying Groups Insights
From the left navigation bar, go to Analytics > Insights > Buying Group Insights.
Filter Buying Group Insights
Use the filters at the top of the page to refine the accounts and people included in Buying Group Insights.
- Account List Dropdown: Select an account list from the dropdown.
- Date Range Selector: Select a date range for engagement data.
- Filter: Apply additional filters to refine the results. See Understanding Filters.
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Buying Group: Select a buying group tab to view data for that buying group.
Important: Agent-generated buying groups are identified by aicon. See Understanding the Buying Group Setup Agent.
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Journey Funnel and Stages: Select a Journey Funnel and one or more Journey Stages to filter buying group engagement.
Important: You must map Journey Stages to buying groups before using this filter. See Define and Manage Buying Groups.
Understand the Buying Group Overview
The Buying Group Overview heatmap shows how accounts are distributed based on Persona Completeness and Total Engagement.
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Persona Completeness: Percentage of configured personas represented by known people associated with an account. A persona is considered represented when at least one matching person exists in your CRM, Marketing Automation System, or CSV import.
Tip: Persona Completeness is based on the personas defined in your buying group, such as Director of Sales, VP of Marketing, or Finance Manager. -
Total Engagement for Buying Group: Combined engagement from known and unknown visitors during the selected date range. Engagement includes:
- Unknown activity: Activity that matches the Keyword Sets or Page Filters configured for the buying group.
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Known activity: Activity from people suggested or confirmed as buying group members.
Tip: See Prompt Examples to filter by engagement type.
Interpret the Buying Group Overview Heatmap
Each heatmap cell shows the number of accounts with a specific combination of Persona Completeness and Total Engagement. Darker shades indicate a higher number of accounts.
Use the heatmap to identify the following opportunities:
- 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.
View Buying Group Overview Insights
Hover over a heatmap cell to view insights about the accounts in that segment.
If the selected segment has more than 50% Persona Completeness and 100 or fewer accounts, a Take Action button appears.
Click the Take Action button to open the Buying Group Action Agent.
Filter Buying Group Insights by Heatmap Segment
Click a heatmap cell to filter the page to accounts in that segment.
The following sections update to reflect the selected segment:
- Engagement by Personas: Shows engagement for people in the selected accounts.
- Accounts: Shows accounts that match the selected segment.
- People: Shows people associated with the selected accounts.
Analyze Engagement by Personas
The Engagement by Personas chart shows how people in your buying groups engage with your brand.
You can view engagement by:
- Personas: Groups of people based on their characteristics, such as Marketing Executive.
- Buying Roles: Roles people play in purchasing decisions, such as Decision-Maker or Approver.
The bar chart uses the following colors to show engagement status:
- Light blue: People who are not engaged
- Dark blue: People who are engaged
Click a bar segment to filter the People table by the selected engagement group.
View Buying Group Insights Tables
The Accounts and People tables show records that match the filters applied to the page. If no filters are applied, the tables show all available records.
Accounts Table
The Accounts table shows account engagement, persona coverage, and predictive insights to help you prioritize accounts.
Column |
Description |
|---|---|
| Account Name |
Account name and logo. Tips:
|
| Engagement | Total Engagement Points during the selected date range, calculated from buying group member activity, website visits (including anonymous visits), and intent keyword signals associated with the buying group. |
| Persona Completeness | Percentage of configured personas represented in the account. |
| Pipeline Predict | Predictive score indicating how likely the account is to become a pipeline opportunity in the near future. |
| Missing Personas | Configured personas that are not represented in the account's buying group. |
People Table
The People table shows people associated with the accounts, including their engagement, personas, buying roles, and contact information.
Column |
Description |
|---|---|
| Person Name |
Person's name, image (if available), country, and company. Click the person name to open their page in Analytics > People. Tips:
|
| Engagement | Total Engagement Points during the selected date range. |
| Personas | Persona assigned to the person. |
| Buying Roles | Buying roles assigned to the person. Hover to view additional roles, if applicable. |
| Email address of the person. | |
| Title | Job title of the person. |
| Lead or Contact? | Indicates whether the person is classified as a Lead or Contact. |
| Source | Source of the person's data, such as Salesforce or Demandbase. |
Important: If you select both a heatmap cell in Buying Group Overview and a segment in Engagement by Personas, sorting the People table resets the number of people displayed.
Take Action with Accounts or People
You can take action on accounts or people directly from the Buying Group Insights tables.
- In the Accounts or People table, select one or more records.
- Click Take Action to open the Buying Group Action Agent.