Businesses and B2B marketing can find it difficult to understand their ideal audience in today’s dynamic and complex digital landscape. There are countless advertising channels and many different identifiers.
Some solutions claim to be able to reduce the many-to-many connections to a manageable, one-to-1 identifier for each customer. B2B marketers still have a significant hurdle to overcome: the need to connect the personal and professional aspects of an individual’s online presence and life. Then, they must tailor their marketing according to the B2B2C insights uncovered.
By combining these two factors, you can improve your B2B Marketing Strategy and gain a better understanding of the people behind your prospects rather than their job titles.
B2B marketers who have access to B2B2C information can engage and personalize their prospects in ways that were previously reserved for B2C marketers.
This article explores the power of B2B2C data linkage. This article explains how you can integrate this data into your existing data-driven strategy and use it as a way to amplify your marketing outreach efforts.
B2B2C linkages: the key to personalization
A successful B2B strategy is built on a thorough understanding of your target audience’s behaviors, characteristics, and needs.
In a hybrid, “always on” world where the boundaries between personal and professional life continue to blur, the effectiveness of B2B marketing is challenged.
The idea of a dedicated workspace and personal space is increasingly outdated. There is no such thing as “personal” or “work” devices anymore since they are interwoven in our everyday lives.
Data that is comprehensive, reliable, and predictive and goes beyond firmographics can provide the insight and understanding necessary to overcome this challenge.
B2B2C links can be used to bridge the gap between a customer’s professional profile (B2B) and personal profile (B2C). B2B2C data and its identifiers are powerful tools that help connect the dots between customer profiles (B2B) and individual profiles (B2C).
In an overlapping digital ecosystem, the fusion between personal and professional data allows marketers to understand their target audiences holistically, paving the road for truly personalized strategies that are relevant across all devices and contexts.
Professional-as-a-Person
Take into consideration the dual online identities most professionals have. On LinkedIn, a CEO may express business-related behavior or intentions while on Facebook or Instagram, sharing personal interests or activities. A small tech startup founder may also be a volunteer and an avid outdoor enthusiast. A product manager might use Slack to manage projects and communicate professionally, but Reddit for DIY projects during their free time.
B2B2C links combine disparate data to create a holistic view of your target audience. This allows B2B marketers to personalize their outreach by identifying their prospects, their preferences, and the factors that influence their decision-making. After all, businesses don’t make decisions–people do.
Linkage data can be incorporated into your data-driven strategies
B2B2C links offer comprehensive and robust data that can easily be integrated into current systems, databases, and strategies. By adding new insights about people and business to your existing data, you will have a more complete picture.
B2B marketers will be able to gain a better understanding of their ideal customers by enriching their database with 360-degree views of their clients and prospects. This includes who they are professionally, what drives their decisions, and their personal lives.
It’s time to use this rich data in your marketing efforts. B2B2C data can help you move from generic mass-marketing to more personalized and targeted strategies that appeal to your audience both on a professional and personal level.
B2B companies can tap into powerful use cases by capturing a 360-degree view of their audience, which includes both professionals and regular people.
- Personalized marketing
- Sophisticated modeling
- Audience segmentation
- Upsell and cross-sell opportunities
- Real-time Product Offers
Consider this:
- If you know that your target audience is heavily involved in environmental causes, for example, you could highlight the company’s commitment to sustainability. You could, for instance, highlight the sustainability commitment of your company in your message if you know your audience is deeply involved in environmental issues.
- B2B2C data linkage can also enhance your audience segments and allow you to create more meaningful segments. You might identify a segment of small business owners who are fitness enthusiasts both in their personal and professional lives.
- B2B2C data can also be used to create real-time offers for products and cross-selling. You can customize your product offerings to suit your prospects or customers’ immediate needs and interests because you know their professional and personal side. Insurance carriers, for example, could offer auto insurance to commercial customers and vice versa.
The Final Connection
B2B2C data can be a powerful tool to supercharge B2B marketing by giving you a more detailed understanding of your target audience.
You can improve your customer experiences by treating customers and prospects like people who have many different aspects to their lives.