XDM
Real-Time CDP B2B Edition provides several new XDM schema classes, field groups, and relationship types to capture and structure your data specifically for B2B purposes. See the overview on XDM in Real-Time CDP B2B edition for a breakdown of each of these enhancements.
By using preconfigured B2B schemas, you can bring in data in a standardized, actionable structure. Many of the new schema classes map almost directly to those encountered in mainstream CRMs such as Salesforce, Microsoft Dynamics, Marketo, and other B2B data sources. With Real-Time CDP B2B Edition, you can bring data from B2B sources into Platform in a straightforward manner and with results that are easy to audit.
These XDM enhancements allow you to better ingest and activate data via B2B-centric sources and destinations, improving data unification and presentation for more various and flexible use cases.
Identity resolution
After schemas are defined and data has been ingested conforming to those schemas, Real-Time CDP B2B Edition identifies source records that represent real-world people and businesses through a powerful, real-time identity resolution system.
The identity resolution system provides the following features:
- Combined B2B and B2C people records
- A multi-level account hierarchy
- Many-to-many, people-to-account connections
- People and account identities are resolved in real-time
The identity resolution system has been expanded to support a more multifaceted classification of people. The system allows for people to be identified as leads in business opportunities as well as customers.
Account records synchronized by the source CRM and connected via multiple paths within the system are merged together by Platform. The system brings together those people associated wth business opportunities and those recorded as customers, but is also able to preserve the distinction between them as an attribute if they are identifiable.
Matching identifiers are used to link together and merge account records from across multiple systems. Account hierarchies are preserved throughout this process. Differentiators are used scrutinize whether a person is associated with an account or not, and provide the ability to separate them from the account if needed.
Profiles and segmentation
Once Real-Time CDP B2B Edition has ingested data and resolved identities related to people, companies, attributes, and behaviors, that data is used to construct profiles. These profiles can then be segmented into browsable audiences that can then be activated to various destinations.
When implemented correctly, the system tracks people using unique primary identifiers rather than attributes that can change, such as email addresses. This means that when someone changes jobs the system still follows them. The person is still the same entity, but instead they are linked to a new account. This native functionality offers a great vector for expansion into new accounts as the system follows these people as individuals including all of their attributes and behaviors.
B2B sources
Platform allows data to be ingested from external sources while providing you with the ability to structure, label, and enhance incoming data using Platform services. The Marketo source allows you to stream B2B data into Platform and keep this data up to date using Platform-connected applications. It supports any number of instances of Marketo (which is beneficial to large companies with multiple instances) and pulls into a single organization where the data is merged.
See the sources in Real-Time CDP B2B Edition documentation for more information on Marketo and bringing B2B data into Platform.