--- schema_version: "1" id: 4a86117132933d5635b21ca8d740d76f685bfa1c975bc3ef6714ea48a21f6416 title: B2B Detect collection: admin version: current locale: en-us portal_url: https://docs.salesforce.com/admin/current/en-us/mktg/264-0-0/mc_pers_b2b_detect.md canonical_url: https://help.salesforce.com/s/articleView?id=mktg.mc_pers_b2b_detect.htm&release=264.0.0&type=5 source_site: help.salesforce.com content_type: documentation content_hash: b992076d62ce688ca0e2bc6be1e12617466abfc47dbea755d0a9b7c738957e54 description: B2B Detect lets you access firmographic data about your users, such as their industry, beginning with their first interaction. The addition of firmographic data allows Marketing Cloud Personalization to provide more targeted personalization to your accounts and their users. products: - Marketing - Salesforce Personalization release: "264" --- # B2B Detect B2B Detect lets you access firmographic data about your users, such as their industry, beginning with their first interaction. The addition of firmographic data allows Marketing Cloud Personalization to provide more targeted personalization to your accounts and their users. ![Important](https://sf-zdocs-cdn-prod.zoominsoftware.com/tdta-mktg-mc_personalization-264-0-0-production-enus/16bf1f60-f44c-4260-a56e-f052cfe515a3/images/icon_important.png) Important Account Profiles was retired in August 2024. For more information, see [Personalization Account Profiles Retirement](https://help.salesforce.com/s/articleView?id=001744617&type=1&language=en_US). ## Firmographic Information Based on IP Address At the time of a user's first page view or app event, Personalization provides firmographic information about that user based on their IP address. The initial firmographic information automatically updates as Personalization learns a user’s email address, account domain, or account ID, so you always have the most up-to-date firmographic data. ## Account Origin The account origin determines the account where a user belongs. The more explicit the account origin, the more confidence Personalization has in it. Personalization uses the origin that provides the highest level of confidence until another origin becomes available that instills equal or higher confidence. The four account origins, in increasing order of confidence, are:

Account origin	Example	Likely sources	Derivation of organization
IP address	25.25.25.1	First event from site or mobile visit	IP address > location/organization > match in firmographic database
Email address	user@salesforce.com	Form submission, user login	Domain > match in firmographic database
Account domain	salesforce.com	Third-party sync, user login, user upsert	Domain > match in firmographic database
Account ID*	evg:343536 nto	Upsert Third-party sync, user login, user upsert	Exact Exact

\*An “evg:” prefix indicates an account with associated firmographic data. A nonprefixed account ID doesn’t have firmographic data. ## Account Detection The user’s account assignment can change if one of the origins updates and is of the same or higher confidence level than the existing account origin. Therefore, the account assignment can only improve. For example, if Teresa Lee provides her email address, teresa.lee@acme.com, Personalization assigns her to the Acme account. Personalization doesn’t use Theresa's IP address as an origin, even if it changes, because an IP address has a lower confidence level than an email address. ## Account Assignment Process When you have B2B Detect enabled in Personalization, the following occurs automatically whenever there’s an update to the account origin: - Personalization looks up an organization based on the account origin: | Origin | Description | | --- | --- | | **IP address** | Personalization looks up the corresponding location and organization. | | **Email address or account domain** | Personalization uses the domain to look up the organization. | | **Account ID** | Personalization looks up the organization with that same ID as the account. | - If Personalization finds an organization, it looks up or creates a corresponding account. - Personalization adds or updates the firmographic data about the organization for the account record. The firmographic data is read-only and is visible along with any other account attributes that are in Personalization. - Personalization adds the user to the account. ## Firmographic Data Firmographic data gives you a more in-depth profile of each account, so you can segment on any of the following properties: - Name - NAICS code/Industry name - Revenue - Employee count - Category—The category consists of a list of keywords that Personalization extracts from the company description. In fast-moving sectors, such as technology, the category can be more useful than a standard NAICS code. Updates to the firmographic organizational data come from Personalization’s service providers on a monthly basis. #### See Also - [Add a Personalization Dataset](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_datasets_add.htm&release=264.0.0&type=5 "Datasets in Marketing Cloud Personalization are collections of events, catalog configurations, and user profiles that keep your Personalization data separate and organized.") - [Create a Segment Based on B2B Detect Data](https://help.salesforce.com/s/articleView?id=mktg.mc_pers_segment_create_b2b_detect.htm&release=264.0.0&type=5 "Create segments for your campaigns that target users according to IP data sources and NAICS industry codes. This feature is available only with B2B Detect. Using B2B Detect, you can create personalized calls-to-action, case studies, and banner images based on a user’s industry or company name. You use three location rules to create the segment for B2B Detect data.") - [Personalization Account Profiles Retirement](https://help.salesforce.com/s/articleView?id=001744617&type=1&language=en_US)