Step 5: Activate the B2B Audience
The final step is to activate your newly created B2B audience. The process is similar to the B2C workflow, but the destinations and the data you send are often tailored for B2B use cases — such as sending a list of qualified leads to a sales automation platform or a B2B advertising network.
Activate to a Destination
- Navigate to Connections > Destinations.
- Select the Catalog tab.
You can filter for destinations that are specifically designed for B2B use cases. - For this tutorial, you can simulate activation to a file-based destination like Amazon S3.
- Select it and choose Set up.
- After configuring the destination, navigate to the Activate audiences workflow for that destination.
Select Audience and Map Attributes
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In the Select audiences step:
- Find and select the Contacts at Tech Companies audience you created.
- Select Next.
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In the Mapping step:
- You can map both person-level and account-level attributes to be included in the export file.
Example mappings:
-
Person Attributes:
email,firstName,lastName,jobTitle -
Account Attributes:
accountName,industry
This allows the receiving system to have the full context of both the person and the company they work for.
- Select Next to proceed to the Review step.
- Review the details and select Finish.
You have now completed an end-to-end B2B workflow, from:
- Modeling complex account and person data
- To activating a highly specific, multi-entity audience
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