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In today's complex and dynamic digital landscape, made up of countless advertising channels and disparate identifiers, achieving a reliable understanding of your ideal audiences can be a challenge for businesses and B2B marketers.

Many solutions purport to have the ability to break down the often bewildering many-to-many connections into a manageable one-to-one identifier of individual customers. But B2B marketers must still overcome a considerable hurdle: connecting the personal and professional facets of a person's life and online presence, then tailoring their marketing based on the B2B2C insights that are uncovered.

Linking those two aspects of your audience's life can transform your B2B marketing strategy by unlocking an understanding of your prospects as people rather than just job titles at an account.

Armed with B2B2C data, B2B marketers can personalize and engage with prospects in a way that has previously been reserved for their B2C counterparts.

This article delves into the power of B2B2C linkage data. It explains how to integrate that data into your current data-driven strategies and use it to amplify your marketing outreach efforts.

B2B2C Linkages: The Key to Personalization

Truly grasping your target audience's behavior, characteristics, and needs is the foundation of a successful B2B marketing strategy.

However, in a hybrid and "always-on" environment where the lines between our personal and professional lives continue to blur, the effectiveness of traditional B2B marketing strategies is being challenged.

The concept of dedicated work and personal spaces is becoming increasingly obsolete. It's no longer a question of "work" or "personal" devices, because the two have intertwined in our daily lives.

The level of insight and understanding needed to overcome such a challenge stems from comprehensive, reliable, and predictive data that extends beyond basic firmographics.

That is where B2B2C linkages come into play. B2B2C data and its identifiers are a potent tool that connects the dots between a customer's professional profile (the B2B side) and personal profile (the B2C side).

In this overlapping digital ecosystem, the fusion of personal and professional data lets marketers understand their target audience in a holistic manner, thus paving the way for truly personalized strategies that are relevant across devices and contexts.

B2B2C linkage data chart

Professional-as-a-Person

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Link Prospects' Personal and Business Data to Engage and Convert: The Awesome Power of B2B2C Linkage Data

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ABOUT THE AUTHOR

image of Scarlett Shipp

Scarlett Shipp is the CEO of AnalyticsIQ and the driving force behind the company's innovative data and identity solutions, informed by her 30+ years of extensive experience in the Big Data, analytics, and computer software industries.

LinkedIn: Scarlett Shipp