3.2 Buying Group (BG) Creation

Prerequisites:

Before creating BGs, ensure you have created 'Stages', 'Roles templates' and 'Solution Interest' under the Buying groups tab.

Buying group stages: Buying group stages are designed to track the progression of buying groups in converting opportunities into customers. Use this feature to track buying group progression and identify the next best actions for buying group members.

Define the stages within a single staging model, defining multiple stages and the transition flow between them. One or more stages are designated for entry into the lifecycle. The model also allows for non-linear progression, where you can specify transitions from one stage to another, such as from stage A to stages B, C, or D. It is required that one stage is designated as the success stage, such as a purchase or signed contract. It is optional that another stage be designated as a failure stage, such as a rejected contract or purchase of a competing solution from another vendor. This is achieved through intelligent dashboards that show how buying groups are progressing in terms of completing a sale opportunity or converting an opportunity into a customer. Refer to the below page for more details on how to configure the stages: https://experienceleague.adobe.com/en/docs/journey-optimizer-b2b/user/accounts/buying-groups/buying-group-stages

Roles Templates: Journey Optimizer B2B Edition helps us assemble our account data so who we want to sell to is organized and meaningful. In this case, we're saying, " Everyone who has this kind of title belongs to the 'Decision Maker' role. Journey Optimizer is going to sift through the data in our audience and put everyone who qualifies for that rule into the Decision Maker bucket. This also gives you visibility and control over who goes where.

Solution interest: Journey Optimizer B2B Edition helps us assemble our account data so what we want to sell as a product is organized and meaningful. We are creating a product called 'Bodea-Product X' and linking the role template and stage model we created above to this solution interest to define the buyer roles.

Now that we have created the prerequisites to create a BG, click on 'Create buying groups'.

So what we're really assessing when identifying a buying group is:

Click 'Next'

Select what we want to sell (screen below).



Select, Who we want to sell to

Select from the list of Account Audience list.



Once the above process is finished, the Buying Groups for each solution interest by each company in the Audience group selected above, will be created!