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The difference between contacts and buying roles
Custom Audiences: Contacts vs Buying Roles
If you build Custom Audiences from a contact list alone, you miss how B2B buying decisions work. A contact is a record. A buying role is a job inside a real purchase. That difference shapes who you target, what message you deliver, and how well your buying team activation performs.
For early-stage programs, this distinction matters fast. Most B2B purchases involve more than one person, and the typical buying group includes around 10 people, according to 6sense research. If your Custom Audiences only reflect known contacts, your reach stays narrow from the start.
You need a better model. When you separate contacts from buying roles, you buildCustom Audiences that match how accounts evaluate vendors in the real market.
What a buying role is
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