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. This helps ensure each Buying Group includes the right people involved in your sales opportunities.

You can create and edit agent-generated Personas and 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 and belong to accounts with opportunities during that period. Only contacts with meaningful CRM-recorded engagement are included.
2. Persona Generation: Engaged contacts' job titles, levels, and functions are analyzed by an LLM to generate Personas, with similar Personas merged to reduce duplicates.
3. Title Matching: Each Persona is mapped to the 25 most semantically similar job titles.
4. Integration: The generated Personas and Buying Groups are created in 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.

Generate Agent-Generated Buying Groups

You can automatically create multiple Buying Groups using the Buying Group Agent.

1. From the left navigation bar, go to Settings > Buyer Profiles > Buying Groups.
2. Click Create New.
3. Click Generate with AI.
   
4. Enter product groups separated by commas. For example, Sales Intelligence, ABM Platform, Advertising.
5. Click Generate with AI.
6. Review the Buying Group recommendations select from the following options:
   Tip: To see Buying Group details, click See details.
   1. Accept individual recommendation: Go to the Buying Group card and click Accept.
   2. Accept all recommendations: Click Accept All.
   3. Reject all recommendations: Click Dismiss All.
      
7. (Optional) Edit Buying Group configurations as needed:
   1. From the Buying Groups page, hover over the Buying Group, and click the settings icon.
   2. Click Edit Buying Group.
      
   3. Edit steps 1-4.
8. Click Activate.

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.