Step 4: Build a B2B Audience
A key capability of the B2B Edition is multi-entity segmentation. This allows you to build audiences of people based on the attributes of their associated account — something not possible in the standard B2C edition.
In this step, you will build an audience of all people who work at an account in the "Technology" industry.
Create a Multi-Entity Audience
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Navigate to Customer > Audiences.
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Select Create audience to open the Segment Builder.
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In the Fields panel on the left, you will see folders for both:
- XDM Individual Profile (for person attributes)
- XDM Business Account (for account attributes)
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From the XDM Business Account folder, find the B2B Account Details object.
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Drag the
industryattribute and drop it onto the rule builder canvas. -
Set the rule to:
industry equalsTechnology -
Observe the Estimated audience size panel on the right. It should update to show:
- 2 profiles (Alice Anderson and Bob Baker),
because they are linked to TechCorp, which is in the Technology industry.
- 2 profiles (Alice Anderson and Bob Baker),
This demonstrates the power of multi-entity segmentation:
You are building a list of people by querying the attributes of their company.
- In the Audience properties panel, give your audience a name, such as:
Contacts at Tech Companies - Select Save.