The lines between business and personal are becoming less clear, making it harder to reach the right person with the right message. The B2B population is consuming media anywhere and everywhere: at home, at work, online and offline, blurring the line between B2B and B2C marketing.
The challenge is that most brands do not have an accurate or full view of their total addressable market. They need B2B2C data to preserve and enhance addressability, and to achieve optimal audience reach.
Build a Deeper Relationship with Customers
Customer profiles are only as good as the data they contain, and as the lines between professional and personal continue to blur, marketers are falling short of a complete view of their customers by not incorporating data regarding the media channels a person frequents in both their B2B and B2C lives.
Gaining deeper insights into what customers are thinking, doing and interacting with outside of your brand can open new opportunities for personalization, prospecting and engaging with them in a more meaningful way. B2B2C data use cases include:
- Insights and analytics: Marketers can link B2B contacts with B2C identity and layer on consumer attributes and media channels to create a wider view of customers.
- Lookalike modeling: Marketers can reach people similar to their ideal customers through look-alike modeling.
- Targeting with precision: With B2B2C data, marketers can target customers and prospects with precision across digital channels including programmatic, display and mobile, social and email.
By working with a data partner that can deliver high-quality, scalable B2B2C insights, marketers can solve their toughest data challenges, especially when it comes to addressability. They can overcome fragmented customer insights and uplevel messaging by tying business and consumer data together for a fuller view of customers. At the same time, this more-complete customer view enables marketers to reduce wasted spend by enabling them to optimize campaigns through more precise and accurate targeting.
To see the power of B2B2C identity in action, look no further than the ID Graph, a database that links multiple pieces of data, such as home and business locations, phone numbers, personal and business email addresses, social media activity, and device data. This B2B2C database has 100 million business contacts, 300 million hashed email addresses and 12 million businesses. With this information, we have created 75 million consumer persona linkages.
This data helps brands reach the same person everywhere, every time. For example, a major financial services company recently tapped into this database to establish corporate to personal card member linkages that opened new marketing opportunities that drove strong higher ROI. As a result, the company saw a more than 30 percent increase in digital campaign reach and a more than 20 percent response and conversion rate lift.
Want to learn more? Contact our team at www.dnb.com/contact-us for more information about NetWise B2B2C solutions.
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