Manage Buying Groups

The ‘Manage Buying Groups’ feature allows you to create groups of personas that you believe to be part of the buying groups for your products. This feature gives you access to aggregated reporting for the key decision-makers and influencers within an account. You will then be able to measure the engagement of the leads that match the personas defined within your Buying Group. With this information, you can identify highly engaged personas, adjust targeting if needed to ensure you’re reaching the right people, see which assets are resonating the most with different personas, and more!

You can create Buying Groups yourself directly in ML Platform, or your CXM can create them for you.

How to Set Up Buying Groups

1. Find the Manage Buying Groups on the left hand navigation, underneath ML Console Setup. This is accessible to both ML employees, clients, and agencies.

   

2. Land on the Buying Groups page. There are two different views, based on whether or not any Buying Groups exist.

3. Users with no existing Buying Groups

   

4. Existing Buying Groups

5. Click "Create Buying Group."

6. Select Product Categories from the dropdown. The category represents the type of product you are advertising.

   1. Note: If a Product Category is not available, please contact your Madison Logic Customer Experience Manager (CXM) to have them create it for you. There must be at least one category to create a Buying Group.

7. After selecting a Product Category, click Create Your Own.

8. Enter a name for the Buying Group.

9. Identify the Job Function, Job Level, and Buying Group Role for a persona.

10. For example, a Marketing (Job Function) Vice President (Job Level) would be a Decision Maker (Role) for a Marketing Automation Platform product.

11. Job Function and Job Level are required fields.

12. Buying Group Role is an optional field.

13. Continue adding personas via the "Add Role" button until you have completed building the buying group, then click Save.

Reporting

1. To see engagement across your buying groups, navigate to the Persona Heat Map under Account Insights.

   

2. Use the Persona Heat Map and Buying Group reporting data together to help clients understand the level of engagement they are generating among the key personas at their target accounts.

3. Definitions

   1. Leads - The total number of unique leads generated from the identified personas in the buying group.

   2. Engagement Percentage - The number of personas that have generated at least one lead, divided by the total number of personas in the buying group. If, for example, two different Marketing Managers from an account came through as leads, we would only count it once for the engagement percentage.

FAQs

1. Who can create and manage a buying group on the ML Platform?

   1. Clients and ML team members both have access to this feature; both can create and manage buying groups.

2. Can you provide Buying Group programmatic engagement (Display, CTV, Audio)? Why are we only showing Buying Group leads?

   1. At this time (March 2025), we do not have the data to connect programmatic engagement to a persona.

3. How do I create a Product Category?

   1. Product Categories are required to create a Buying Group and must be added by your Madison Logic Customer Experience Manager (CXM). Please contact your CXM to have new categories created.