Understanding the Buying Group Setup Agent

The Buying Group Setup Agent is an AI-powered assistant that streamlines your sales and marketing efforts by automatically generating accurate Personas and using them to define Buying Groups, ensuring each group is made up of the right people involved in your sales opportunities.

You can edit agent-generated Personas and use them when creating Buying Groups.

You can also manually regenerate Persona recommendations when you want updated or refined suggestions. See Regenerate Agent-Generated Personas

How the Buying Group Setup Agent Works

The Buying Group Setup Agent uses your CRM and imported data to identify the key people involved in sales opportunities and automatically organize them into Personas and Buying Groups.

Here’s how it works:

1. Data Collection: The Buying Group Setup Agent analyzes first-party CRM and imported contacts who engaged with your brand in the past 12 months (for example, email opens, link clicks, meetings). These contacts must belong to accounts with open, in-progress, or closed opportunities within the same timeframe.
   To ensure relevance, only contacts with at least one meaningful CRM-recorded engagement are included. While intent signals and anonymous web activity indicate awareness, CRM, imported activities, and known web visits are stronger indicators of active involvement in the buying process.
2. Persona Generation: We collect the unique job titles, levels, and functions from engaged contacts and input them into a Large Language Model (LLM). Similar Personas are then merged to keep the list concise and actionable.
3. Title Matching: For each Persona, we identify the top 25 job titles that are most similar in meaning (for example, "Director of Marketing" aligns with "Marketing Lead"). 
4. Integration: The Personas are loaded into your Demandbase tenant.

Prerequisites

• The Buying Group Setup Agent requires a minimum of 100 contacts tied to opportunities within the last 12 months.
• You must integrate Demandbase with a CRM or have the required data imported via CSV, Amazon S3, or Import API (see Required Fields for Buying Groups.)

Access Agent-Generated Personas and Buying Groups

To view agent-generated Personas and Buying Groups:

1. From the left navigation bar, go to:
   • Settings > Buyer Profiles > Personas to view Personas.
   • Settings  > Buyer Profiles > Buying Groups to view Buying Groups
2. In the Active and Archived tabs, look in the Created By column for entries labeled Buying Group Agent.
   Important: When manually created Personas or Buying Groups already exist, Agent-Generated Personas and Buying Groups are placed in the Archived tab.
   

What You’ll See

What you see depends on whether your tenant already has manually created Personas or Buying Groups:

• If there are no manually created Personas or Buying Groups:
  • Personas: 10 agent-generated Personas in the Active tab and 10 in the Archived tab.
  • Buying Groups: 1 agent-generated Buying Group in the Active tab.
• If your tenant already has at least one manually created Persona or Buying Group:
  • Personas: 20 agent-generated Personas in the Inactive tab.
  • Buying Groups: 1 agent-generated Buying Group in the Inactive tab.

Regenerate Agent-Generated Personas

You can manually regenerate the Personas recommended by the Buying Group Setup Agent to ensure the definitions stay aligned with your business needs.

When to Regenerate Personas

• New Onboarding: After CRM and Marketing Automation (MAS) integrations complete their initial data sync (typically ~1 week after setup).
• Post-Cleanup: Following major CRM and imported data updates, such as bulk contact imports or opportunity role normalization.
• Reorganization: Whenever internal sales structures or product lines change.

Steps

1. From the left navigation bar, go to Settings > Buyer Profiles > Personas.
2. Click top right Regenerate AI Personas.
3. Click Run.
   

What You’ll See

The Buying Group Setup Agent generates 15–20 Personas and automatically creates/updates Buying Groups depending on whether you already have active Personas or Buying Groups.

For example, if you have an existing Buying Group, the agent-generated Personas are automatically added to an inactive Buying Group, which you can then reactivate.

Important: The Buying Group Setup Agent never overwrites active Personas or Buying Groups. It only deletes and regenerates archived Personas and Buying Groups.