Take Action with the Buying Group Action Agent

The Buying Group Action Agent uses Demandbase AI to help you take action on accounts and people directly from Buying Group Insights.

Benefits of Buying Group Action Agent

• Automate tasks: Create account lists, update records, and manage campaign membership.
• Act on buying group insights: Take action on accounts and people based on persona completeness and engagement.
• Use AI-powered prompts: Select predefined actions or enter your own instructions.
• Work across integrations: Take action in supported CRM and partner applications.

Access the Buying Group Action Agent

You can open the Action Agent from the Buying Group Overview heatmap or the Accounts and People tables.

1. From the left navigation bar, go to Analytics > Insights > Buying Group Insights.
2. Open the Action Agent using one of the following methods:
   • Buying Group Overview: Hover over a heatmap cell with more than 50% Persona Completeness and 100 or fewer accounts. Click Take Action to open the agent with all accounts in that cell selected.
   • Accounts or People table: Select one or more records and click Take Action above the table.

Important: The Take Action button in the heatmap is available only for cells with more than 50% Persona Completeness and 100 or fewer accounts. To take action on other accounts, select them from the Accounts table.

Take Action with the Buying Group Action Agent

The Buying Group Action Agent provides predefined prompts based on whether you selected accounts or people.

1. Open the Action Agent from Buying Group Insights.
2. Select an action category:
   • Demandbase Related Actions: Actions for managing account lists and other supported Demandbase operations.
   • Partner Actions: Actions for managing people in supported partner applications.
   • CRM Related Actions: Actions for updating CRM records and managing campaign membership.
      
3. Select a predefined prompt or enter your own instructions.
4. Complete any required fields. The agent may automatically populate fields based on your prompt.
5. Review the action details and click Yes when prompted to confirm.
6. After the action completes, review the confirmation and available options:
   • View the action in Action History.
   • Open Automation Actions in Orchestration.
   • Run a suggested follow-up action.
     

Examples of Using the Buying Group Action Agent

The following examples show how to use the Buying Group Action Agent to create account lists and add people to marketing campaigns.

Create a Static Account List

Use the Buying Group Action Agent to create a static account list from accounts with high Persona Completeness and low engagement.

1. In the Buying Group Overview heatmap, select a cell with high Persona Completeness and low engagement.
2. In the Accounts table, select the accounts you want to add to a list.
3. Click Take Action.
4. Enter the prompt: Add accounts to a new public static list named "High Persona, Low Engagement – Retargeting Q3 2025."
5. Complete any required fields that the agent hasn't automatically populated.
6. Review the action details and click Yes to confirm.
   

Outcome: The agent creates the static account list and provides a confirmation with links to Action History and Automation Actions in Orchestration.

Add People to a Marketo Campaign

Use the  Buying Group Action Agent to add unengaged buying group members to an existing Marketo campaign.

1. In the Engagement by Personas chart, select the segment for unengaged Decision-Makers.
2. In the People table, select the people you want to add to the campaign.
3. Click Take Action.
4. Select Partner Actions.
    
5.  Select Add to Marketo Campaign.
   

6. Select a Marketo campaign from the dropdown.
    

7. Review the action details and click Yes to confirm.
   

Outcome: The agent adds the selected people to the Marketo campaign and provides a confirmation with links to Action History and Automation Actions in Orchestration.

Best Practices for Buying Group Action Agent Prompts

While the Buying Group Action Agent provides default prompts to guide you through common workflows, you can also type your own instructions directly into the chat field.

Use the following best practices when entering custom prompts.

• Be specific: Clearly describe the action you want to perform.
  Example: Update the industry field to Healthcare for the selected accounts.
• Include required values: Specify the field names, values, or destinations needed to complete the action.
  Example: Change the account status to Target for all selected accounts.
• Follow record limits: Some actions support a maximum of 100 records at a time. If necessary, divide larger selections into smaller batches.

Supported Actions for Accounts and People

The following tables list the actions supported by the Buying Group Action Agent.

Actions marked with an asterisk (*) are available as predefined prompts. You can select these actions without entering a custom prompt.