B2B Trade vs B2C Consumer Audience Strategy
You need two distinct sets of audiences serving different business objectives. Let's map them out.
B2C Consumer Audiences
- Loyalty tier segments (Platinum/Gold/Silver)
- Browse abandonment (viewed, no cart)
- Cart abandonment (added, no purchase)
- Post-purchase (cross-sell, reviews)
- Seasonal / campaign targeting
- Win-back (60/90/120 day lapsed)
B2B Trade Audiences
- Active buyers (recent + frequent)
- Lapsed accounts (no orders in X days)
- New trade registrations (onboarding)
- High-value accounts (volume/revenue)
- Role-based (decision makers vs users)
- Buying group stage-based
Cross-Channel Advanced Segments
The real power is combining behavioral events with account-level attributes. These segments are only possible because your identity graph and schema architecture connect all the data points.
Example: High-Intent Trade Decision Maker
Trade account decision makers who visited the pricing page 3+ times in the last 14 days but haven't requested a quote. Combines: person-level behavioral events + account-level role data + negative event condition.
Example: Cross-Brand Loyalty Upsell
Consumers who are Platinum loyalty members for Brand A but have never purchased from Brand B, and have browsed Brand B products in the last 30 days. Combines: profile attributes + brand affiliation + cross-brand behavioral data.
Build these in the Segment Builder
Use profile attributes for who they are, ExperienceEvents for what they did, and time windows to add urgency. Sequential segments let you capture ordered event chains. Streaming evaluation gives you real-time qualification for journeys.