In complex B2B sales, decisions are rarely made by a single person. Stairoids helps you identify and engage with the full buying unit — the group of people within a company who influence or decide on a purchase.
This article explains what a buying unit is, how Stairoids detects it, and how you can work smarter by understanding contact roles inside each account.
👥 What is a Buying Unit?
A buying unit is the set of individuals within a company who are involved in the purchase decision — either directly or indirectly.
Typical roles include:
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Decision makers (e.g., Head of Sales, CMO, CEO)
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Influencers (e.g., Marketing Managers, Business Developers)
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Users (e.g., SDRs, Marketing Ops)
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Champions (e.g., someone with previous experience with your solution)
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Blockers (e.g., someone invested in the status quo)
💡 Stairoids doesn’t just track companies — it tracks people within companies.
🔍 How Stairoids Detects Buying Unit Members
Stairoids combines multiple data sources to identify and map buying units automatically. These include:
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LinkedIn profile data (job title, role, seniority, department)
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Engagement behavior (likes, profile views, ad interactions)
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CRM or marketing activity (email opens, webinar signups, etc.)
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Your own interactions (connections, messages, meetings)
The system scores each person based on their relevance, engagement, and proximity to decision-making.
❤️ Using “Hearts” to Tag Key Contacts
You can manually tag the most important people in the buying unit using the heart icon (❤️).
Use this when:
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You’ve identified a key decision maker or influencer
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You want marketing to warm up this person with campaigns
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You plan to engage them via LinkedIn or direct outreach
🧠 Smart Learning from Hearts
Stairoids learns from the contacts you heart.
For example:
If you give 100 hearts to contacts across different companies, we can automatically recognize which roles and personas typically belong to your Decision Making Unit (DMU).
As a result, Stairoids becomes smarter at contact-level scoring and can predict which future contacts are likely important to you — even before you mark them.
💡 It's not just company-level learning. Stairoids is self-learning at the contact level, too.
🧠 Why Contact Roles Matter
Understanding the role of each contact helps you:
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Know who to talk to first
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Decide who to warm up with marketing
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Spot gaps in the buying unit (e.g., missing IT stakeholder)
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Personalize outreach based on seniority and department
And with heart-based training, your buying unit logic scales automatically.