Merge pull request #8363 from braze-inc/bd-3319-2

BD-3319-2 Add B2B account-based segmentation

_docs/_user_guide/getting_started/b2b_use_cases.md

@@ -0,0 +1,24 @@
+---
+nav_title: B2B Use Cases
+page_order: 11
+layout: dev_guide
+guide_top_header: "B2B use cases"
+guide_top_text: "Braze has a powerful customer engagement suite that provides unprecedented ways to engage prospects and customers, from lead acquisition strategies to product-led sales and growth initiatives, all the way to churn prevention.<br><br>This section explains how to set up Braze for business-to-business (B2B) use cases, including initial data model creation, account-based segmentation, operational campaigns like lead scoring, and more."
+description: "Check out the different ways you can use Braze to support your B2B use cases."
+
+guide_featured_title: "Featured use cases"
+guide_featured_list:
+  - name: B2B Data Model
+    link: /docs/user_guide/getting_started/b2b_use_cases/b2b_data_models/
+    image: /assets/img/braze_icons/dataflow-02.svg
+  - name: Account-Based Segmentation
+    link: /docs/user_guide/getting_started/b2b_use_cases/account_based_segmentation/
+    image: /assets/img/braze_icons/users-01.svg
+  - name: Lead Scoring
+    link: /docs/user_guide/getting_started/b2b_use_cases/lead_scoring/
+    image: /assets/img/braze_icons/user-plus-01.svg
+  - name: Landing Pages
+    link: /docs/user_guide/engagement_tools/landing_pages/
+    image: /assets/img/braze_icons/table.svg
+
+---

_docs/_user_guide/getting_started/b2b_use_cases/account_based_segmentation.md

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+---
+nav_title: Account-Based Segmentation
+article_title: Setting Up Account-Based Segmentation
+page_order: 2
+page_type: reference
+description: "Learn how to use various Braze features to power your B2B account-based segmentation use cases."
+---
+
+# Setting up account-based segmentation
+
+> This page shows how to use various Braze features to power your B2B account-based segmentation use cases.
+
+You can do B2B account-based segmentation in two ways, depending on how you set up your [B2B data model]({{site. baseurl}}/user_guide/data_and_analytics/ideas_and_strategies/b2b_data_models/):
+
+- When using [catalogs for your business objects](#option-1-when-using-catalogs-for-your-business-objects)
+- When using [connected sources for your business objects](#option-2-when-using-connected-sources-for-your-business-objects)
+
+## Setting up B2B account-based segmentation
+
+### Option 1: When using catalogs for your business objects
+
+#### Basic SQL template segmentation
+
+To help you get started, we created basic SQL templates for simple account-based segmentation.
+
+Let’s say you want to segment users who are employees of a target enterprise account. 
+
+1. Go to **Audience** > **Segment Extensions** > **Create New Extension** > **Start with a template** and select the template **Catalog segment for events**. <br><br> !["Select a Template" modal with catalog segment options for events or purchases.][1]<br><br>The SQL editor automatically populates with a template that joins user event data with catalog data to segment users who engage with certain catalog items. <br><br>![A SQL editor for a new extension with an open "Variables" tab.][2]<br><br>
+2. Use the **Variables** tab to provide the necessary fields for your template before generating your segment.<br><br>For Braze to identify users based on their engagement with catalog items, you need to do the following:
+- Select a catalog that contains a catalog field
+- Select a custom event that contains an event property
+- Match your catalog field and event property values
+
+##### Variables guidelines for B2B use cases
+
+Select the following variables for a B2B account-based segmentation use case:
+
+| Variable | Property |
+| --- | --- |
+| Catalog | Account Catalog |
+| Catalog field | Id |
+| Custom event | account_linked |
+| Custom event property | account_id |
+| (Under Filter SQL Results) Catalog Field | Classification |
+| (Under Filter SQL Results) Value | Enterprise |
+{: .reset-td-br-1 .reset-td-br-2 role="presentation" }
+
+#### Sophisticated SQL segmentation
+
+For more sophisticated or complex segmentation, refer to [SQL Segment Extensions]({{site.baseurl}}/user_guide/engagement_tools/segments/sql_segments/). To help you get started, here are a few SQL templates you can use to help you get a head start with B2B account-based segmentation:
+
+1. Create a segment comparing two filters in a single catalog (such as users who work in the restaurant industry for an enterprise-level account).
+
+```sql
+WITH salesforce_accounts AS (
+   SELECT
+       ITEM_ID as id,
+       MAX(CASE WHEN FIELD_NAME = 'Industry' THEN FIELD_VALUE END) AS Industry,
+       MAX(CASE WHEN FIELD_NAME = 'Classification' THEN FIELD_VALUE END) AS Classification,
+   FROM CATALOGS_ITEMS_SHARED
+   WHERE CATALOG_ID = '6655ef5213ea0f00591816e2' -- salesforce_accounts
+   GROUP BY ITEM_ID
+)
+SELECT DISTINCT events.USER_ID
+FROM USERS_BEHAVIORS_CUSTOMEVENT_SHARED as events
+JOIN salesforce_accounts
+ON TRY_PARSE_JSON(events.properties):account_id::STRING = salesforce_accounts.id
+WHERE events.name = 'account_linked'
+AND salesforce_accounts.Industry = 'Restaurants'
+AND salesforce_accounts.Classification = 'Enterprise'
+; 
+```
+
+{: start="2"}
+2. Create a segment comparing two filters across two separate catalogs (such as users associated with enterprise-target accounts that have an open “Stage 3” opportunity).
+
+```sql
+-- Reformat catalog data into a table with columns for each field
+WITH salesforce_accounts AS (
+   SELECT
+       ITEM_ID as id,
+       MAX(CASE WHEN FIELD_NAME = 'Industry' THEN FIELD_VALUE END) AS Industry,
+       MAX(CASE WHEN FIELD_NAME = 'Classification' THEN FIELD_VALUE END) AS Classification,
+   FROM CATALOGS_ITEMS_SHARED
+   WHERE CATALOG_ID = '6655ef5213ea0f00591816e2' -- salesforce_accounts
+   GROUP BY ITEM_ID
+),
+salesforce_opportunities AS (
+   SELECT
+       ITEM_ID as id,
+       MAX(CASE WHEN FIELD_NAME = 'Account_ID' THEN FIELD_VALUE END) AS Account_ID,
+       MAX(CASE WHEN FIELD_NAME = 'Stage' THEN FIELD_VALUE END) AS Stage,
+   FROM CATALOGS_ITEMS_SHARED
+   WHERE CATALOG_ID = '6655f84a348f0f0059ad0627' -- salesforce_opportunities
+   GROUP BY ITEM_ID
+)
+SELECT DISTINCT events.USER_ID
+FROM USERS_BEHAVIORS_CUSTOMEVENT_SHARED as events
+JOIN salesforce_accounts
+ON TRY_PARSE_JSON(events.properties):account_id::STRING = salesforce_accounts.id
+JOIN salesforce_opportunities
+ON salesforce_accounts.id = salesforce_opportunities.Account_ID
+WHERE events.name = 'account_linked'
+AND salesforce_accounts.Industry = 'Restaurants'
+AND salesforce_opportunities.Stage = 'Closed Won'
+;
+```
+
+### Option 2: When using connected sources for your business objects
+
+For the basics on how to use connected sources in segmentation, refer to [CDI segments]({{site.baseurl}}/user_guide/engagement_tools/segments/segment_extension/cdi_segments/). Use the templates covered in [When using catalogs](#option-1-when-using-catalogs-for-your-business-objects) for inspiration on how to format the source tables, as you can format them any way you want.
+
+## Using your account-based extension in a segment
+
+After you’ve created your account-level segmentation in the above steps, you can directly pull those Segment Extensions into your targeting criteria. It’s also easy to layer on incremental user demographic criteria such as role, engagement with previous campaigns, and more. For more information, refer to [Using your extension in a segment]({{site.baseurl}}/user_guide/engagement_tools/segments/segment_extension/#step-6-use-your-extension-in-a-segment).
+
+[1]: {% image_buster /assets/img/b2b/select_a_template.png %}
+[2]: {% image_buster /assets/img/b2b/enter_new_name.png %}

_docs/_user_guide/data_and_analytics/ideas_and_strategies/b2b_data_models.md → _docs/_user_guide/getting_started/b2b_use_cases/b2b_data_models.md

@@ -1,5 +1,5 @@
 ---
-nav_title: B2B Data Models
+nav_title: Data Models
 article_title: Creating a B2B Data Model
 page_order: 0
 page_type: reference

_docs/_user_guide/engagement_tools/canvas/ideas_and_strategies/lead_scoring.md → _docs/_user_guide/getting_started/b2b_use_cases/lead_scoring.md

@@ -1,6 +1,8 @@
 ---
 nav_title: Lead Scoring
 article_title: Creating a Lead-Scoring Workflow
+page_order: 1
+page_type: reference
 description: "Learn how to use Braze to do simple lead scoring, external lead scoring, and lead handoffs."
 ---
 

_docs/_user_guide/message_building_by_channel/webhooks/lead_scoring.md

@@ -3,5 +3,5 @@ nav_title: Lead Scoring
 page_order: 6
 noindex: true
 layout: redirect
-redirect_to: /docs/user_guide/engagement_tools/canvas/ideas_and_strategies/lead_scoring/
+redirect_to: /docs/user_guide/getting_started/use_cases/lead_scoring/
 ---