Which CQL attributes exist for B2B targeting like company and job title?
Building account-based experiences for a B2B analytics SaaS. In our CRM I have these fields per contact: company, job title, industry, company size, buying stage.
Two questions. What does CQL see out of the box vs what do I have to set myself? And what happens with anonymous visitors, which is most of my traffic, since they have no CRM record to match
1 answer
Mapping your list to the two sides:
Set yourself (known users). The user variable exposes company and jobTitle among its attributes; the full set is id, firstName, lastName, age, birthDate, gender, email, phone, address, company, jobTitle, interests, activities, and stats. You populate them from your app, for example after login or a form fill:
croct.user.edit() .set('company', 'Acme Corp') .set('jobTitle', 'Data Engineer') .save();Then audiences query them like any other attribute.
Out of the box (anonymous visitors). Industry, company size, and buying stage for anonymous traffic come from the ABM firmographic integrations: 6sense, Demandbase, ZoomInfo, and Clearbit. Those resolve the visitor's company from their network and feed firmographics into audiences in real time, no CRM match required.
One caveat to plan around: firmographic resolution takes a moment on the first page view, so ABM-driven experiences typically activate on subsequent page views during the session. Design the first-touch page to work well generically and let the account-specific content kick in as they browse.