How do you use Data Cloud segmentation for B2B vs B2C use cases?

Data Cloud segmentation supports both B2C (individual-focused) and B2B (account-focused) scenarios:

1. B2C Segmentation — segments are built on the Unified Individual DMO, targeting people based on demographics, behavior, engagement, and purchase history. Typical use cases: high-value customer segments, re-engagement audiences, churn prediction audiences.
2. B2B Segmentation — while Data Cloud's core entity is the Individual, B2B use cases extend to Account-based segmentation by joining the Unified Individual to an Account DMO (synced from Salesforce CRM). Segments can include "All contacts at accounts in the Technology industry with ARR > $500K." Account-based segments are then activated to CRM for ABM campaigns or to LinkedIn Ads for account-targeted advertising. Calculated Insights aggregate metrics at both the individual and account level for rich B2B audience intelligence.