Empowering B2B Teams to Navigate Complex Buyer Journeys

The B2B buyer’s journey has never been more complex. Research shows that an average of 13 individuals within an organization play a role in purchasing decisions. This collaborative, multi-stakeholder process makes it vital for businesses to identify and target the right personas to close deals efficiently.

Unfortunately, many marketing and sales teams still struggle with “buying group blindness” due to misaligned data, manual workflows, and a lack of visibility into key personas. The result? Missed opportunities, wasted resources, and slower sales cycles.

That’s why Demandbase has stepped in to solve this critical issue. With the upcoming release of our advanced Buying Group functionalities, powered by Agentbase, we’re equipping sales and marketing teams to identify, align, and engage the right decision-makers faster than ever. Here’s how we’re flipping the script on conventional B2B go-to-market strategies.

With this upcoming launch, we’re helping revenue teams not only find the right people—but understand their roles, map their journeys, and prioritize what matters.

Whether your GTM model is simple (a single product, one journey) or complex (multiple products, regions, or business units), Buying Groups give you the flexibility to meet your buyers where they are.

We’re building toward a future where every GTM motion starts with the buying group—not just a lead or an account. And this release is your on-ramp to that vision.

What are Buying Groups (And Why Should You Care)?

A buying group is a dynamic collection of personas within a company who each play unique roles in the decision-making process. These roles include everything from the influencer and champion to the decision-maker and financial ratifier. Properly identifying these personas and engaging them through different marketing and sales activities is crucial for businesses aiming to drive consensus and close high-value deals.

Buying Groups differ based on your GTM structure. In a unified model, you might activate one group across the full buyer journey. In a multi-product model, each solution may require its own personas, roles, and engagement insights.

The problem? Outdated marketing-qualified lead (MQL) strategies focus on individual contacts rather than aggregated personas across many different buying groups. This fragmented approach leads to low conversion rates and disconnects between marketing and sales.

Why do Buying Groups matter?

• It allows you to identify the personas and activities that influence a buying decision so you can target those people to win the deal.
• According to Forrester, organizations that pivot to buying group strategies see 10-20% more opportunities from existing engagements.
• Palo Alto Networks reported double the engagement and a 17% higher win rate after reorienting its efforts around these personas.
• Most importantly, targeting Buying Groups streamlines alignment and creates deeper, more meaningful customer relationships.
• Demandbase’s Buying Group capabilities make tracking and targeting these vital players seamless, eliminating the guesswork.

Inside the New Buying Group Functionalities

At the heart of our innovation is Agentbase, Demandbase’s cutting-edge, connected AI system designed to automate and enhance workflows for sales and marketing teams. Within Agentbase, our Buying Group tools will deliver a suite of capabilities built to empower your team at every stage of engagement.

Identifying Buying Groups Made Effortless

The Buying Group dashboard enables users to automatically build and track buying groups and personas. Instead of manually assembling lists or relying on static “persona filters,” you can leverage AI to drive precision targeting.

Here’s what makes it game-changing:

• AI-Generated Personas dynamically surface potential decision-makers and their roles within the buying cycle.
• Coverage Insights reveal gaps in Buying Group engagement, ensuring no key stakeholder is overlooked.
• AI-Generated Buying Group automatically creates a buying group based on the historical data in your tenant giving you a starting point for how to define your buying groups.

Competing solutions often require manual updates or access only third-party databases. Demandbase, however, integrates seamlessly with both first- and third-party data, ensuring complete visibility into known and unknown contacts.

Buying Group Console to Optimize Engagement

The Buying Group Console acts as a strategic control center, allowing teams to review, optimize, and act on their account’s Buying Group coverage in real time.

Top benefits include:

• Buying Group Completeness Score reveals how well your outreach spans all key personas, identifying gaps automatically.
• Buying Role Distribution tells you how many individuals have been identified in each key buying role.
• Engagement by Persona compares total people vs. those actively engaged across key marketing roles.
• CRM Gap Completion fills in missing account data, leveraging third-party contacts to build a complete profile of the decision-makers.

This level of precision ensures teams spend less time strategizing and more time building connections — and is especially effective for accounts with a well-defined persona model.

For more complex GTMs, such as those with multiple products or buyer journeys, enhancements like product-level tagging and multi-journey tracking are on our roadmap.

Persona Insights to Target the Right Stakeholders

Demandbase’s system dives deeper into engagement patterns with Persona Insights, offering visibility into each stakeholder’s behavior.

• Journey Stage Visibility identifies where each persona is activated within the buyer’s journey, from awareness to decision.
• Persona Engagement Insights pinpoint activity gaps, helping prioritize actions to improve mid-funnel conversion.
• Unified Collaboration enables seamless updates, showing stakeholders complete engagement data across all lifecycle stages.

These insights enable hyper-focused, personalized outreach, so your team targets the right people with the right message at the right time, as a cohesive unit.

Filter Agent for Swift Prioritization

Cut through the noise and zero in on what matters most with Filter Agent, an advanced conversational filtering tool. Using criteria like revenue, predictive scores, or persona roles, Filter Agent pinpoints high-priority accounts, helping your team act quickly on the data that matters most.

Action Agent to Execute Without Limits

The Action Agent is Agentbase’s powerhouse for execution. It automates high-impact workflows, recommending next steps and syncing actions across platforms such as Outreach and Marketo.

• Launch Campaigns Seamlessly in a few clicks.
• Multi-Channel Coordination ensures marketing and sales are always aligned, driving consistent messaging for deeper impact.

Ultimately, Action Agent reduces manual workloads, enabling your team to focus on driving conversions.

Seeing Real Results with Buying Groups

These new functionalities aren’t just innovative; they’re producing tangible, transformational results.

• Faster Sales Cycles by identifying decision-makers earlier in the buying process.
• Enhanced Marketing and Sales Alignment through shared insights and streamlined workflows.
• Improved ROI thanks to precision targeting and deeper Buying Group engagement.

Our approach treats Buying Groups as a core data object, vastly outpacing competitors who rely on manual list building and basic persona filters.

For example, enterprise users like Palo Alto Networks—who implemented Buying Groups across distinct product lines—saw transformational outcomes after aligning journey stages and personas to specific offerings, reporting:

• 2X increase in % of opportunities with buying groups.
• 8x improvement in opportunity to pipeline progression.
• 2.6x higher average deal size

Transform the Way You Work with Demandbase

The days of fragmented B2B initiatives are over. With this new Buying Group functionality, Demandbase is revolutionizing how sales and marketing teams collaborate to drive deeper connections and faster results.

If your team is ready to maximize its go-to-market potential, we’re here to help. Not sure where to start?