B2B account activation to advertising destinations and file destinations

Last update: August 28, 2024

CREATED FOR:

  • Developer
  • User

Account-Based Engagement allows B2B marketers to create audiences of accounts (i.e., lists of companies) and target those companies via destinations like LinkedIn that accept lists of companies as input or export to cloud storage destinations for targeting and sales outreach.

Use cases

Using account-based engagement, marketers can unlock three key use cases:

  • Fill buying group gaps: A marketer can advertise on accounts where they do not yet have contacts for the CMO or CIO roles. They can first build an audience of accounts without a contact with the title “CMO” or “CIO” and then activate the audience on LinkedIn. Within the destination, LinkedIn, they can then launch a campaign targeting that audience and specific people with “CMO” or “CIO” job titles to reach these new contacts and highlight the benefits of their offerings.
  • Upsell or cross-sell to other divisions of a company that is an existing customer: A marketer can build an account audience that purchased product X between 3 and 9 months ago but does not yet own product Y. They can then activate, highlighting the benefits of product Y to that target audience.
  • Target companies that are using competing products: A marketer can market to accounts to displace a competitor’s products, even without any contacts at those accounts. They can create an audience of accounts based on partner data showing ownership or usage of a competitor’s product, then activate via LinkedIn to source contacts at target accounts for expansion.

Applications

  • Real-time Customer Data Platform B2B Edition

Integration patterns

  • B2B data sources (Marketo, Salesforce, etc.) -> Real-time Customer Data Platform B2B Edition -> Destinations.
  • Various B2B data sources can be used to map account, lead, opportunity, and people data to the B2B Edition of Real-time Customer Data Platform.

Architecture

Reference architecture for B2B Account Audience Activation Blueprint

Account audience destinations

  • (Companies) LinkedIn Matched Audiences

  • Cloud Storage destinations

    • Azure Data Lake
    • Data Landing Zone
    • SFTP
    • Azure Blob
    • AWS S3

Guardrails

  • Capped at 50 account segments per sandbox.

  • Batch segmentation evaluation.

    • Automatically evaluated every 24 hours following the completion of the batch audience run and profile export jobs.
    • No edge, streaming, or ad-hoc evaluation support.

  • Account attributes are available for export.

  • Events of people.

    • Up to 30 days of event lookback, no ordering of event predicates.
    • AND / OR are supported (so you can say “A and B have to happen,”  but you can’t say “A must happen 3 days before B”).

  • For cloud storage destinations, the export schedule supports the “After segment evaluation” option.

  • B2B Profile & Segmentation Guardrails.