Opportunity Person Audience
As part of this exercise, we will build an audience that uses Opportunity, Opportunity Person and B2B Person data
Goal: Build an audience for a retargeting campaign to target known Influencer personas who have not engaged recently and are associated with one or more open opportunities -
Stalled Opportunities with Dormant Influencers
To build such an audience, you would likely use account attributes such as the ones listed below:
- Opportunity Stage = Prospecting
- Role In Opportunity = Influencer
- Low engagement score, that means no interaction with your brand in the last days
Since we are building an audience of "B2B Persons" we should navigate to the above B2B attributes through relationships on the B2B Person Table
- Person -> Opportunity Person -> Opportunity -> Opportunity Stage = Negotiation
- Person -> Opportunity Person -> roleInOpportunity = Influencer
Building a B2B Person based audience using the RTCDP B2B UI
- Click on Audiences under the Customer section in the left navigation panel
- In the top right corner of the screen, click Create Audience and select the Build Rule Option
3. Explore the segmentation canvas. What you see in the left panel under Fields are all objects you saw as part of a Person Profile
5. With Attributes selected, click and expand the directories to drill down as below
XDM Individual Profile -> B2B -> Person Key -> Opportunities -> Opportunity Key -> Opportunity -> Opportunity Stage
6. Drag that attribute to the central canvas
7. Set the value for Opportunity Stage = Prospecting
8. Now to move on to the next attribute, drill out of the sub directories by clicking on the directory icon
9. With Attributes selected, click and expand the directories to drill down as below
XDM Individual Profile -> B2B -> Person Key -> Opportunities -> Person Role
10. Drag that attribute to the central canvas, below and outside of the first grey container
11. Set the value for Person Role = influencer
16. Now to impose the lack of engagement logic, use the Engagement Score
17. Drill out of the sub directories by clicking on the directory icon, click and expand the directories to drill down as below
XDM Individual Profile -> Demopotemea -> Engagement Details -> Engagement Score
18. Add the criteria Engagement Score does not exist
19. Name your audience - Stalled Opportunities with Dormant Influencers + {your initials}
20. Click Save and Close
You can also chose to add data points for event interactions into your audience definitions. Below is FYI.
To choose data points tied to behavioral, engagement, transactional events. For example, include people who have registered for an event in the last X days.
- Click on Audiences under the Customer section in the left navigation panel
- In the top right corner of the screen, click Create Audience and select the Build Rule Option
- Search for eventType and drag it to the central canvas into the Events section
- Set the following
- Change time window operator to In Last
- Set value to 4 weeks
- Set EventType operator to equals event.registration
- Name your audience - Registered for an event in the last 4 weeks + {your initials}
- Click Save and Close