Salesforce, Inc. announced enhanced capabilities in its B2B marketing product suite with the launch of hierarchical aggregation functionality within Salesforce Data Cloud Segmentation. Recognising that business-to-business customers operate as complex organisations rather than individual entities, Salesforce now enables marketers to build audience segments that reflect entire account hierarchies of parent companies, subsidiaries, regional offices and divisions.
Salesforce’s Account Hierarchy feature permits the labelling of relationships such as parent company → subsidiary, headquarters → regional office, and holding company → brands or divisions. The newly introduced hierarchical aggregation functionality consolidates key metrics—from revenue to pipeline value to engagement—across all linked child accounts up to the parent account, delivering a comprehensive view of the organisation and enabling more strategic targeting.
According to Salesforce, the value of aggregating data across account hierarchies includes more precise cross-sell and expansion targeting, enabling marketing teams to identify parent accounts whose total pipeline value meets specified thresholds; it also allows for exclusion of entire organisational structures when critical support cases are outstanding, thereby reducing campaign risk.
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“Account Hierarchical Aggregation is a strategic capability that enables B2B marketers to model real-world business complexity,” stated Rekha Ayothi, Director, Product Management, Data Cloud at Salesforce. “By furnishing a complete perspective of entire corporate structures and consolidating vital data such as opportunities and service concerns, this functionality empowers marketers to establish exceptionally precise segments. Ultimately, this optimises campaign efficacy and stimulates enduring expansion within intricate B2B landscapes.”
Salesforce customers can now create Account or Unified Account-based segments in Data Cloud and enable the “Hierarchical Aggregation” checkbox to automatically include all related child-accounts when applying filters such as “Opportunity.Total Amount ≥ 50 k” or “Annual Revenue > 600 M”. Additional filters allow marketers to restrict audiences to top-level parent accounts or suppress engagement for any account with an unresolved, high-priority support case across its hierarchy.