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Segmentation use cases for Real-Time Customer Data Platform B2B Edition

This document provides examples of segment definitions in �۶���Ƶ Real-Time Customer Data Platform B2B Edition and how different types of attributes can be combined for common B2B use cases. To understand how destinations fit into your B2B workflow, please see the end-to-end tutorial.

Prerequisites prerequisites

Before you can use the segmentation attributes for B2B classes, you must complete the following steps:

Once these requirements have been met you are able to combine these attributes for common B2B use cases.

Getting started getting-started

Once the union schemas for the B2B classes have relationships established and have been used to ingest data, their attributes are made available in the left rail of the Segment Builder.

B2B classes and their attributes are appended with a B2B label within the Segmentation workspace to differentiate them from those available as standard within Real-Time Customer Data Platform.

In order to effectively create audiences for B2B use cases, it is important to have an intimate knowledge of the schema and understand what the data model looks like. It is also useful to be aware of the path that the data takes from one data object to another.

The image below illustrates the relationships between the B2B classes available within Real-Time CDP B2B Edition.

Since your data model can be complicated, you can use the Platform UI to view a more detailed visual representation of your data model in order to help find the relevant attributes for your use case. To start, go to the Platform UI and select Schemas in the left navigation.

Select the appropriate schema from the available list and select the appropriate relationship from the Composition side rail. In the example below, selecting the “Person” relationship reveals which attribute in the current schema references the related “Person” schema (if it is the source schema in the relationship), or is referenced by the “Person” schema (if it is the reference schema in the relationship).

This relationship is reflected within the Segment Builder through the use of Key folders as shown in the image below.

Please refer to the schemas in Real-Time Customer Data Platform B2B Edition documentation for more information on the available B2B classes.

The use cases below provide information on which classes are used to establish relationships between the different schemas to achieve these results. These examples can be used to help you create your own audiences.

Examples of different segmentation use cases use-cases

The following use cases are available for segmentation with the B2B Edition. Each example provides a description of what the audience does and a description of the classes used to create them. The images provided highlight the file path in the Attributes side rail which reflects the structure of the schema. The Segment properties section on the right of the display contains a written breakdown of the audience’s attributes.

Example 1: Find “decision-makers” for B2B opportunities find-decision-maker

Find all the people who are the “Decision Maker” of any opportunity. This audience requires a link between the XDM Individual Profile class and the XDM Business Opportunity Person Relation class.

Example 2: Find B2B profiles assigned to opportunities over a certain dollar amount find-opportunities-amount

Find all the people who are directly assigned to any opportunities of which the opportunity amount is more than the given amount ($1 million). This audience requires a link between the XDM Individual Profile class, XDM Business Opportunity Person Relation class, and XDM Business Opportunity class.

Example 3: Find B2B profiles assigned to opportunities by location find-opportunities-location

Find all the people who are directly assigned to any opportunities where the account is located in a given location (Canada). This audience requires a link between the XDM Individual Profile class, XDM Business Opportunity Person Relation class, XDM Business Opportunity class, and XDM Business Account class.

Example 4: Find “decision-makers” for opportunities by industry and browsing behavior find-industry-browsing-behavior

Find all the people who are a “Decision Maker” of any opportunity where the account is in the “Finance” industry, and visited the pricing page in the last three days. This audience requires a link between the XDM Individual Profile class, XDM Business Opportunity Person Relation class, XDM Business Opportunity class, and XDM Business Account class, and XDM ExperienceEvent class.

Example 5: Find B2B profiles for opportunities by department name and opportunity amount find-department-opportunity-amount

Find all the people who work in a Human Resources (HR) department and have any account that has at least one open opportunity worth the given amount ($1 million) or more. This audience requires a link between the XDM Individual Profile class, XDM Business Account class, and XDM Business Opportunity class.

Example 6: Find B2B profiles by job title and annual account revenue find-by-job-title-and-revenue

Find all the people whose job title is Vice President and have any account with annual revenue of the given amount ($100 million) or more, and have visited the pricing page at least 3 times in the last month. This audience requires a link between the XDM Individual Profile class, XDM Business Account class, and XDM ExperienceEvent class.

Example 7: Find “decision-makers” by opportunity status and browsing behavior find-by-opportunity-status-and-browsing-behavior

Find all the people who are a “Decision Maker” of any closed-lost opportunity, and visited the pricing page in the last week. This audience requires a link between the XDM Individual Profile class, XDM Business Opportunity Person Relation class, XDM Business Opportunity class, and XDM ExperienceEvent class.

Example 8: Use related accounts to expand segmentation reach related-accounts

Find all the people who work in a Human Resources (HR) department and are related to any account or any one of the account’s related accounts that has at least one open opportunity worth the given amount ($1 million) or more. This audience requires a link between the XDM Individual Profile class, XDM Business Account class, and XDM Business Opportunity class.

Example 9: Use lead scores and/or account scores to qualify profile account-scoring

Find all profiles with the lead score over 80.

Example 10: Find B2B profiles associated with accounts whose parent org have revenue over a certain dollar amount find-parent-org-amount

Find all people that are associated with accounts whose Parent Org has a revenue more than the given amount ($100,000,000).

Example 11: Find B2B profiles by job title and account name with an active relationship find-by-job-title-and-account-name

Find all the people who are a “Manager” on the account “Acme”, where the account relationship is “Active”.

Example 12: Find B2B profiles targeted for campaigns where the actualCost exceeds the budgetedCost find-actualcost-exceed-budgetcost

Find all the people who are targeted for campaigns where the actualCost exceeded the budgetedCost.

Example 13: Find B2B profiles belonging to a Marketo Static list and isDeleted=false find-marketo-static-list

Find all the people belonging to the Marketo Static list “Anniversary users” where isDeleted=false.

Next steps next-steps

After reading this overview, you now have an understanding of the segmentation possibilities that are available using Real-Time CDP, B2B Edition. For more information about the Segmentation Service, please read the Segmentation documentation.