The walls between B2C and B2B marketing tactics have been eroding for some time now. Whether companies operate in the B2C or B2B realm—or exist with one foot in each—brands in both worlds must rethink their acquisition and retention strategies to maintain addressability and succeed in this changing landscape.
A huge part of this shift is rethinking the data that powers a brand’s campaigns. Let’s take a deeper look at why the future of data-driven marketing will rely on B2B2C targeting data and insights.
Private and Professional Personas Have Merged
Let’s start with the most obvious reason that marketers of both B2B and B2C brands should be considering crossover B2B2C data resources: Today’s consumers are now fluidly slipping between their private and professional personas. That means marketers must as well.
The shift to home offices and remote work within the pandemic catapulted this gradual transition to the new undeniable reality seemingly overnight. People work and live differently now, and that means they consume media and advertising differently as well. Marketers must pivot accordingly to ensure audiences remain addressable.
Traditional B2B Marketing Opportunities Have Waned
Prior to the pandemic, business professionals were already working from their home offices and personal devices more than ever. Similarly, the prestige and necessity of a lot of massive industry gatherings—and the skyrocketing associated costs—were on the decline. Now, forget about mere scaling back on business travel and events. A lot of industries are waiting to see if these activities come back following the pandemic at all. That means existing B2B marketing budgets for these activities need to be reallocated into new opportunities that can deliver real impact.
B2B Marketers Can Tap into New Marketing Venues
By linking business to consumer identity, B2B marketers have the opportunity to open up new marketing channels for their efforts. For example, if a B2B marketer is selling enterprise software and knows that their prospect is a diehard Cardinals baseball fan, then ESPN and other sports sites could be just as effective a place for that marketer to target their media spend as a SaaS industry trade publication would be. The key, of course, is to be able to unlock these types of personal insights and layer them on top of business data, and at scale.
By employing business to consumer identity linkage that can bridge the gap between the personal and professional channels of audiences, marketers can unlock new opportunities and higher ROI from their investments. Contact our team at www.dnb.com/contact-us for more information about NetWise B2B2C solutions.
