Buying Groups

B2B deals aren't decided by one person. They're decided by a committee — a champion pushing internally, an economic buyer controlling budget, end users who'll live with the decision, and often a blocker or two. Buying Groups give that committee a first-class home in Paminga.

A Buying Group is a named subset of an Account's Contacts, where each member carries a buying role. An Account can have any number of Buying Groups, so you can model distinct deals, product lines, or business units within the same company — each with its own cast of decision-makers.

Because membership is data, not tribal knowledge, you can segment on it: every Champion across all your open deals, every Economic Buyer at a specific Account, every Contact who isn't yet part of any Buying Group.

Creating a Buying Group

Buying Groups live on the Account. Open any Account's details page and select the Buying Groups tab. You'll see every Buying Group on the Account, with its name, description, member count, and created/updated history.

Click Create a Buying Group and the drawer opens with:

• Name (required) — how the group appears everywhere else in Paminga, including the Segment Builder.
• Description — optional context. "Q3 platform expansion" or "EU rollout committee" will mean more to a teammate than the name alone.
• Members — the Contacts in the group. Click Add Member for each row, pick the Contact, and optionally assign their Role.

The Contact picker is scoped to the Account you're on — a Buying Group is a subset of that Account's Contacts, so Contacts from other Accounts don't appear.

Roles are optional per member. If you know someone is involved but haven't identified their role yet, add them without one and assign the role when you learn it.

Editing Members and Roles

Edit a Buying Group from its row actions on the Buying Groups tab. The same drawer opens with the current membership loaded:

• Add members with Add Member.
• Change a member's role by picking a different Role on their row.
• Remove a member by deleting their row. This removes them from the Buying Group only — the Contact itself, and its Account association, are untouched.

Deleting an entire Buying Group works the same way: the group and its memberships go away, but every Contact in it remains exactly as it was.

Member Roles

Roles are defined once, account-wide, in Settings > Buying Groups — so "Champion" means the same thing on every Buying Group, and your segments can rely on that.

Every Paminga instance starts with five roles:

• Champion
• Economic Buyer
• End User
• Blocker
• Influencer

These are a starting point, not a fixed set. Rename them, remove the ones you don't use, or add roles that match how your team actually maps deals ("Executive Sponsor," "Technical Evaluator," "Procurement"). For the details on managing roles — and what happens to members when a role is renamed or deleted — see Buying Groups in Account Settings.

Segmenting on Buying Group Membership

This is where Buying Groups earn their keep. The Segment Builder includes a Buying Group Membership condition (in the List Membership group) that reads:

the Lead/Contact is / is not a member of any Buying Group / a specific Buying Group as any Role / a specific Role

Both pickers are independent, which makes for some useful combinations:

• A specific Buying Group, any Role — everyone involved in one deal, ready for a tightly targeted nurture.
• Any Buying Group, a specific Role — every Champion (or Economic Buyer, or Blocker) across your entire pipeline. Role-specific messaging at scale.
• Is not a member of any Buying Group — Contacts at your target Accounts who haven't been mapped to a deal yet. A useful prompt for sales to go find out where they fit.

Like every segment condition, Buying Group Membership combines with the rest of the Segment Builder — layer it with engagement, field values, or lifecycle criteria to get as precise as you need.

Permissions

Access to Buying Groups is governed by Paminga's Permissions system. The Buying Groups feature appears in the Data Management category, so you can control which users may view or manage Buying Groups just as you do for Contacts, Accounts, and Custom Objects.