Contents

• Overview
• Key Definitions
• Journeys
• Segments
• Main Segment Page Settings
• Creating and Configuring Segments
• Member Configuration
• Signal Configuration
• Journey Configuration
• General Settings
• Reprocessing Options
• Lead/Contact Score Field Settings

 

Overview

Buying Groups Edition enables Users to track collective buying decisions throughout the sales and marketing cycle. It collects potential and confirmed buying group members as they engage with your company’s sales and marketing activities into Buying Group Journeys. Through various settings, you can configure how LeanData forms, routes, tracks, and manages these Journeys. This guide outlines the available Buying Group settings in the LeanData application.

 

Key Definitions

• Buying Group Journey: A custom object created and managed by LeanData that serves as a container for potential and confirmed buying group members and signals associated with these members. A Buying Group Journey can be linked with an Opportunity and will be part of a specific Account.
• Potential Member: A Buying Group Member (relevant Lead or Contact) that LeanData has identified based on configured criteria, but has not yet been manually confirmed by a user as a Buying Group member. Potential Members will be grouped by their Personas
• Buying Group Member: A confirmed member of the Buying Group (Lead or Contact). Each Buying Group Member will have a role in the Buying Group and these will also be mapped to Contact Roles on a linked Opportunity.
• (Buying Group) Signal: A custom object created and managed by LeanData that reflects sales or marketing signals from potential or confirmed Buying Group Members.
• Journey Record Page: The Salesforce Record Page for LeanData's Buying Group Journey Object. The Record Page lets users link/unlink Journeys to Opportunities, close Journeys, and edit Journey record fields. It contains the Journey Tracker as a VisualForce component.
• Journey Tracker: A visual interface within the Journey Record Page that serves as the main dashboard for managing Buying Group Journeys. It provides a consolidated view of Potential Members, Buying Group Members, Roles, activity feeds, and timelines. A version of the Journey Tracker is also available on the Opportunity Page.
  • Users must have at least the LeanData View Permission Set.
• (Buying Group) Segment: A categorization of Buying Group Journeys based on configurable characteristics. Segments are meant to allow for different types of Buying Group configurations and make up for different selling motions. (e.g. Mid-Market for Product A segment)
• (Buying Group) Persona: A classification that defines a member's organizational role and context. Each segment will have its own Personas. Users can create custom criteria to categorize members into personas or utilize LeanData Title Clustering for automatic categorization.
• (Buying Group) Role: The specific function a member performs within a Buying Group, such as Economic Buyer, Decision Maker, or Champion. When a Journey is linked to an Opportunity, these roles can be mapped to corresponding Contact Roles.

 

Journeys

A Buying Group Journey is a custom object that tracks potential and confirmed buying group members along with their associated signals throughout the sales and marketing cycle. Sales reps receive these journeys based on rules set in LeanData's visual FlowBuilder interface.

To access Journey FlowBuilder, from the LeanData app, navigate to Buying Groups > Journeys > FlowBuilder. For more information about Journey routing and FlowBuilder configuration, visit our Journey FlowBuilder Guide.

 

Segments

Segments allow you to create and manage different configurations for tracking buying groups. Each segment can have its own unique criteria for what constitutes relevant members, signals, and journeys. For example, you might create separate segments for different product lines, territories, or account sizes.

A single Account can have Journeys from different segments. This allows you to track different buying groups within the same account based on their distinct characteristics and buying motions.

Segment settings allow you to configure these key areas:

• Main Segment Page Settings
• Member Configuration
• Signal Configuration
• Journey Settings

 

Main Segment Page Settings

The main Segments page is accessed from the LeanData left sidebar Buying Groups > Segments. The page displays a table of all your configured Segments with the following columns:

• Segment Name: Your provided name for each segment.

• Number of Journeys: Total count of Journeys under this Segment across all Accounts.

• Number of Linked Opportunities: Count of Opportunities associated with Journeys in this Segment.

• Last Processed: Date of the most recent processing (activation or reprocessing) in MM/DD/YYYY format.

  

Actions

• Create Segment: Click the Create Segment button in the upper left to create a new segment.
• Activation Toggle: Switch to enable/disable Signal, Member, and Journey tracking for the Segment
• Actions Menu: Accessible on hover, containing:
  • Edit: Open Segment configuration settings.
  • Duplicate: Create a copy of a segment with the same configuration.
  • Reprocess: Re-evaluate unrouted Journeys using current settings. This action deletes all unqualified Journeys, Members, and Signals, then rebuilds them based on the latest settings. Qualified Journeys stay intact but may receive updated Members and Signals.
  • Delete: Remove the Segment configuration while keeping all existing Journeys intact. Deleting a Segment preserves all current Journeys, Members, and Signals, but prevents those Journeys from receiving any new or updated Members or Signals.

 

Creating and Configuring Segments

After clicking Create Segment or selecting an existing segment, you can customize the segment's configuration.

Enter a descriptive Name at the top, and if needed, add an optional Description.

From there you can configure the following aspects of your Journey Segment in the following tabs:

• Members
• Signals
• Journeys

 

Member Configuration

In the Members tab, you can set Lead / Contact Inclusion Criteria and configure Member Personas.

 

Set Lead/Contact inclusion criteria

Specify which Lead and Contact records qualify as potential members for this Journey Segment. You can select All Leads / Contacts , No Leads / Contacts, or Leads / Contacts meeting the following conditions.

If you select Leads / Contacts meeting the following conditions, you can use the dropdowns to specify which Leads and Contacts should be included. You can add additional conditions with the Add Condition button and combine multiple criteria using AND/OR logic.

Only Leads and Contacts matching these criteria will be considered as potential members for Journeys in this Segment.

Please note: Changing inclusion criteria will not affect already-confirmed Buying Group Members, but will impact which new potential members are surfaced for existing and future Journeys.

 

Configure Member Personas

Each buying group member is assigned a Persona.

These personas help categorize potential members based on their organizational roles.

Create a persona by clicking the Add Persona button.

Enter a Name for your persona and optionally specify a Suggested Role. Suggested roles will be displayed on the Journey Tracker for potential members with this persona.

Define which Lead and Contact records belong to this persona. Choose from three options: All Leads / Contacts, No Leads / Contacts, or Leads / Contacts meeting the following conditions.

When using Leads / Contacts meeting the following conditions, build your criteria using the dropdown menus. Add more conditions with the Add Condition button and link them together using AND/OR logic.

Optionally use LeanData’s Title Clustering tool to automatically categorize different titles into personas.

Manage Existing Personas You can manage existing personas in several ways: edit details by hovering over a persona and clicking the pencil icon, remove personas by clicking the trash can icon, or adjust their hierarchy using the drag handles on the left.

 

Signal Configuration

In the Signals tab, you can configure criteria for what constitutes a signal.

Set a Signal Lookback Window

First, in the General tab, designate a duration for a Signal Lookback Window. LeanData searches for relevant historical Signals using a rolling window that extends up to two years. The system looks back in increments of X days until it finds a period without relevant Signals. You can specify the number of days for this rolling window. Shorter windows focus on recent Signals, while longer windows provide more historical context.

Define Marketing Signals

In the Marketing Signals tab, you can specify which marketing activities should count as signals in your buying group Journey.

Campaign Member Date Field

Select the Campaign Member Date Field from the dropdown that you want to use as the signal date.

Relevant Campaign Types and Campaign Member Statuses

Select which Campaign Member Statuses for each Campaign Type should be captured as signals. By default, all Member Statuses from all Campaign Types are included. You can uncheck any Campaign Types or Member Statuses that shouldn't count as relevant signals.

For organizations with numerous Campaign Types and Member Statuses, use the search bar in the upper right to quickly find specific items.

If your organization uses the Has Responded field on Campaign Member statuses, you can click the Select All 'Has Responded' Statuses button to automatically select all Campaign Types and Campaign Member Status values where Responded is True. This selection will override your current choices.

Define Sales Signals

In the Sales Signals tab, you can configure which sales activities should count as signals in your buying group Journey.

Task Types and Statuses

Select which Task Types and Task Statuses should be captured as signals. By default, all Task Types and Statuses are included. You can uncheck any Types or Statuses that shouldn't count as relevant signals.

Event Types

Choose which Event Types should be considered as signals. Enable the Include Sales Events toggle to include sales events in signal tracking. When enabled, select specific Event Types that should generate signals.

Additional Filtering Criteria

In the Additional Filters tab, you can set extra filtering criteria to define which activities qualify as signals beyond what you've configured in other settings.

Select the target object for filtering using the Additional Filters dropdown.

After selecting the object, add conditions using the dropdown menus and combine multiple criteria using AND/OR logic. This allows you to filter based on fields and values from your selected object.

To add filters for more objects, select them from the Add Additional Filters dropdown.

To remove any filter, click the Remove Filter button.

 

Journey Configuration

In the Journeys tab, configure how Journeys are created and managed for this Segment.

 

Account Inclusion Criteria

Specify which Accounts can have Journeys created for this Segment. Choose from two options: All Accounts, or Accounts meeting the following conditions.

When using Accounts meeting the following conditions, build your criteria using the dropdown menus. Add more conditions with the Add Condition button and combine multiple criteria using AND/OR logic.

 

Journey Routing Triggers

Define when a Journey should be created and routed. Set conditions using the dropdown menus to specify trigger criteria. You can add multiple conditions and link them with AND/OR logic.

Only Journeys meeting these trigger conditions will be routed through your Journey FlowBuilder configuration.

By default, there will be a Number of Potential Members field where you can specify how many potential members must be identified on a journey before it qualifies for routing.

 

Configure Ideal Roles

Set up the roles you expect to see in your buying group Journeys. This helps track whether all necessary stakeholders are involved in the buying process.

To add a new role:

• Click the Add Role button.

• Enter a role name.

• Specify the ideal number of members for this role.

• Click Done.

  

Manage existing roles using the following options:

• Edit role details by clicking the pencil icon
• Remove roles using the trash can icon

 

Journey Close

Specify how many consecutive days without a relevant signal must pass before a Journey in this Segment automatically closes. This setting only applies to Journeys not linked to an Opportunity. For Journeys linked to an Opportunity, closure only occurs when the linked Opportunity closes.

 

General Settings

Under Buying Groups > Settings, you can configure general Buying Groups Edition settings including reprocessing options for Signals, Members, and Journeys. The Lead/Contact score field settings determine how aggregate scores appear on the Buying Group Journey Tracker page.

On the Custom Signals tab, you can configure LeanData to capture signals beyond campaign members and activities, from any custom object in Salesforce 

 

Reprocessing Options

In General tab the Reprocess Signals, Members, and Journeys section, you can trigger reprocessing of all these objects based on your current configuration settings.

Click Start Reprocessing to begin the process. LeanData will search for any potential Buying Group data from the past two years.

 

Lead/Contact Score Field Settings

If you would like to calculate scores for your Buying Group Journeys, you can designate which Lead and Contact fields should be used to calculate aggregate scores for buying group members. The aggregate of these scores will be displayed on Buying Group Journey Tracker page to help assess the overall engagement level.

• Select the relevant Lead field from the Lead Score Field dropdown.
• Select the relevant Contact field from the Contact Score Field dropdown.

The system will use these fields to calculate and display aggregate scores for each member in the buying group Journey, helping sales teams prioritize their engagement strategies.

 

Custom Signals

If you would like to capture intent data from sources beyond Campaign Members and Activities (i.e.  G2 Events, 6Sense Intent signals, Clay events, etc), click on the Custom Signals tab. Here you will be able to add these Custom Signals to your Segments to associate them with Journeys and Journey Members.

Please Note: Before you can configure Custom Signals for Buying Groups Edition, you must first configure a Salesforce Flow to properly trigger actions on whichever objects you are configuring as signals. Please see the Buying Groups Edition - Custom Signals Salesforce Flow Setup Guide for step-by-step instructions.

 

• Click Add Signal.
• Select the Object that contains the signal records you wish to add.
• Select the Signal Type (Sales, Marketing, Other)

• Enter a Signal Name. This name is shown to users throughout LeanData (such as in Journey Tracker), so it is important to have an identifiable and descriptive Signal Name. You can dynamically insert values into the signal name.

• Under When do you want to create this Signal?, designate the conditions for when a record will create a signal in LeanData, either when the Record is created or when an existing Record is updated to meet the following conditions.

 

• • Record is created - if you opted to create the signal when the record is created, you designate which records are eligible for signal creation. You can either choose All records, or you can choose to add some filtering criteria so that signals are only created if the created record meets certain criteria.
• 
  • • In addition to this, you must also designate a date field on the object which will be used as the Signal Date in LeanData.

• Record is updated to meet the following conditions - if you opted to create the signal when an existing record is update, you must specify what conditions will trigger the signal creation.

• • You must also designate a date field on the record which will be stamped with the Signal Date.

• Next, you must select which object the custom signal is associated with — either a Lead, Contact, or Account. 

• • After selecting the object, specify which Lookup field contains the relationship.
• Click Done at the top when you are finished configuring your signal.
• You can configure additional custom signals as necessary.

Once created, a Custom Signal can only be removed from the Journey Feed. Deleting the custom object record will not remove the signal from the Journey Feed.

 

For questions or additional assistance please contact LeanData Support .