How do you use Data Cloud for B2B Account-Based Marketing (ABM)?

Data Cloud for B2B ABM enables unified account profiles and targeted segment activation:

Data Ingestion: Data Cloud ingests data from Salesforce CRM (Accounts, Contacts, Opportunities), Marketing Cloud, Account Engagement, website analytics, and third-party intent data providers (Bombora, 6sense) via Data Cloud connectors or Data Stream APIs.

Account Profile Unification: Data Cloud's Identity Resolution maps and merges duplicate account records across sources into a Unified Account Profile. This is the single source of truth for an ABM target account — combining firmographic data, CRM data, and intent signals.

Account-Based Segmentation: Build segments in Data Cloud based on account attributes (industry, revenue, technology stack) AND intent signals (topics researched, competitor consideration). Segments can be at account level (all contacts at target accounts) or contact level within target accounts.

Activation: Activate segments to Marketing Cloud for personalised email/advertising campaigns, to LinkedIn Campaign Manager for matched audience advertising, or to Salesforce Sales Cloud to automatically create Tasks and flag high-priority accounts for reps.

Measurement: Data Cloud tracks which ABM segments convert to opportunities and revenue, enabling closed-loop ABM measurement.