In a marketing world where the line between personal and professional personas continues to blur more by the day, it’s imperative for marketers to rethink their targeting strategies. The days of distinct B2C and B2B channels are coming to a close. Going forward, linking business to consumer identity that bridges the gap between the two worlds—what we call B2B2C data—will be the key to unlocking insights that can deliver the competitive edge today’s marketing organizations require.
So, how does the B2C-B2B crossover data imperative affect how marketers vet their data providers going forward? To ensure the greatest success with this leading approach to targeting, brands will want to evaluate their prospective partners based on the following aspects:
Privacy Compliance: Start here. These days, privacy regulation compliance isn’t something you ask about at the end of the vetting process. It’s table stakes. So start with this question and gauge the quickness and transparency with which it’s answered.
Accuracy and Scale: Does the partner have a strong enough footing in both the B2C and B2B worlds to deliver data at scale on both sides? Do the data provider’s sources on both sides of the equation meet key quality needs in terms of reliability, transparency, recency and more?
Omni-channel Application: Can the data you’re investing in be used across any marketing channel?
Today’s customers expect personalized cross-channel marketing experiences from brands. With the ID Graph, marketers can gain deeper insights into what customers are thinking, doing, and interacting with outside of their brands to enhance personalization and prospecting on direct and digital channels. The ID Graph is enhanced by the D-U-N-S® Number, providing customers with more opportunities to reach consumers with more precision at scale. The ID Graph data is refreshed daily to maintain its accuracy, is interoperable across marketing touch-points and future-proofed for a cookieless world. Ultimately, ID Graph provides unrivaled coverage of a wide range of consumer and business data points, encompassing 455 million global companies and more than 1 billion consumer IDs.
Want to learn more? Contact our team at www.dnb.com/contact-us for more information about NetWise B2B2C solutions.
