Person accounts (B2C): converting a lead and reaching people in marketing
When your business sells to consumers (B2C), the account can be an individual person instead of a company. See how to convert a lead into a person account and how marketing reaches those people.
An account can represent a company (B2B) or an individual person (B2C). The tenant's business model sets the default behavior: in B2C, lead conversion already offers the "person" path; in mixed models (both), you choose case by case; in pure B2B, the account is always a company.
The "Account type" field and the fields that appear
When you create or edit an account, the "Account type" field sets whether it is a company or an individual person. The form adjusts itself to the chosen value: for "Individual person" the person fields appear (first name, last name, tax ID or document, date of birth, person email and phone); for "Company" the trade name and the other company fields appear. Only the visible fields are required, so the account starts out consistent with the chosen type, without asking for data that makes no sense.
Convert a lead into a person account
- Open the lead and click "Convert lead".
- In B2C or mixed tenants, choose "Is a person" in the Customer selector (in pure B2C it comes preselected).
- A person account is created from the lead: first and last name derived from the name, plus the email and phone provided.
- The opportunity (if you choose to create one) uses that person account as the customer.
Marketing to people
Person accounts join a marketing audience through the person email (person_email). Build a segment on the accounts object filtering account type equal to "person": recipient resolution uses the person email. Company accounts have no personal email and are skipped.
- Consent and unsubscribe (opt-out) still apply, enforced on the person email.
- Sequences, flows and bulk sends also use the person email when the recipient is a person account.