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B2B Detect
B2B Detect lets you access firmographic data about your users, such as their industry, beginning with their first interaction. The addition of firmographic data allows Marketing Cloud Personalization to provide more targeted personalization to your accounts and their users.
Firmographic Information Based on IP Address
At the time of a user's first page view or app event, Personalization provides firmographic information about that user based on their IP address. The initial firmographic information automatically updates as Personalization learns a user’s email address, account domain, or account ID, so you always have the most up-to-date firmographic data.
Account Origin
The account origin determines the account where a user belongs. The more explicit the account origin, the more confidence Personalization has in it.
Personalization uses the origin that provides the highest level of confidence until another origin becomes available that instills equal or higher confidence. The four account origins, in increasing order of confidence, are:
Account origin |
Example |
Likely sources |
Derivation of organization |
|---|---|---|---|
IP address |
25.25.25.1 |
First event from site or mobile visit |
IP address > location/organization > match in firmographic database |
Email address |
user@salesforce.com |
Form submission, user login |
Domain > match in firmographic database |
Account domain |
salesforce.com |
Third-party sync, user login, user upsert |
Domain > match in firmographic database |
Account ID* |
evg:343536 nto |
Upsert Third-party sync, user login, user upsert |
Exact Exact |
*An “evg:” prefix indicates an account with associated firmographic data. A nonprefixed account ID doesn’t have firmographic data.
Account Detection
The user’s account assignment can change if one of the origins updates and is of the same or higher confidence level than the existing account origin. Therefore, the account assignment can only improve. For example, if Teresa Lee provides her email address, teresa.lee@acme.com, Personalization assigns her to the Acme account. Personalization doesn’t use Theresa's IP address as an origin, even if it changes, because an IP address has a lower confidence level than an email address.
Account Assignment Process
When you have B2B Detect enabled in Personalization, the following occurs automatically whenever there’s an update to the account origin:
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Personalization looks up an organization based on the account origin:
Origin Description IP address Personalization looks up the corresponding location and organization. Email address or account domain Personalization uses the domain to look up the organization. Account ID Personalization looks up the organization with that same ID as the account. -
If Personalization finds an organization, it looks up or creates a corresponding account.
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Personalization adds or updates the firmographic data about the organization for the account record. The firmographic data is read-only and is visible along with any other account attributes that are in Personalization.
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Personalization adds the user to the account.
Firmographic Data
Firmographic data gives you a more in-depth profile of each account, so you can segment on any of the following properties:
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Name
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NAICS code/Industry name
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Revenue
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Employee count
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Category—The category consists of a list of keywords that Personalization extracts from the company description. In fast-moving sectors, such as technology, the category can be more useful than a standard NAICS code.
Updates to the firmographic organizational data come from Personalization’s service providers on a monthly basis.
