3 Reasons Why Enriching B2B Data with Consumer Data Levels Up Your Marketing

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 business data and consumer insights 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 insights to reach customers on the channels they use in both their work and personal lives.

 

3 Reasons Why Enriching B2B Data with Consumer Insights Levels Up Your Marketing

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. Enriching business with consumer data use cases include:

• Drive better Insights: Marketers can enrich B2B contacts with B2C identity and layer on consumer attributes and media channels to create a wider view of customers.
• Expand your customer base: Marketers can reach people similar to their ideal customers through look-alike modeling.
• Targeting with precision: With business and consumer 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 business and consumer insights, marketers can solve their toughest data challenges, especially when it comes to enriching their first-party data and maintaining 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.

This data helps brands reach the same person everywhere, every time. To see the power of business and consumer identity in action, let’s explore how a major financial services company recently tapped into business and consumer identity 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.eyeota.com/contact-us for more information about B2B and B2C identity solutions.