Unlocking the Power of High-Quality B2B2C Data: 6 Essential Use Cases
In today’s intricate and evolving marketing landscape, the line separating B2B and B2C personas has blurred. Instead of toggling between a "work self" and a "home self," consumers now navigate a continuum that intertwines their professional and personal lives. For instance, a procurement manager may be meticulously researching SaaS tools during office hours but might also be scrolling for hiking gear in the evening. The key question for marketers? It’s not which identity to target—but rather how to engage the whole person.
As this shift unfolds, the need for high-quality B2B2C data has never been more pressing. This data encompasses identity-linked insights that marry consumer behavior with professional context. At the center of this data-driven approach is the Ideal Person Profile (IPP)—a multifaceted customer identity that combines first-party data with verified business and consumer attributes. These IPPs serve as a bridge connecting roles, platforms, and behaviors, enabling brands to craft more human-centric campaigns.
Let’s explore six compelling use cases where high-quality B2B2C data—through the development of IPPs—drives tangible business value.
1. Insights and Analytics
In the world of marketing, insights are king. The effectiveness of marketing strategies hinges on the depth of understanding behind them. By linking professional contact details with rich consumer attributes like interests, demographics, and purchase intent, marketers can create comprehensive IPPs that unveil the full picture of their audiences.
This holistic view goes beyond mere assumptions. It fosters better segmentation, sharper campaign planning, and deeper post-campaign analytics. Brands can now make informed decisions grounded in data that reflects how people think, act, and buy, whether at work or in their personal lives.
2. Lookalike Modeling
Amid soaring acquisition costs, the pressure to scale efficiently has heightened. Enter lookalike modeling powered by IPPs. This technique enables marketers to spot new prospects mirroring their most valuable customers—not just by job title or industry, but through a shared fabric of personal interests, digital behaviors, and purchasing patterns.
Such an approach enhances audience quality and conversion potential. Lookalike models birthed from IPPs are enriched with deterministic business data and nuanced consumer signals, paving the way for smarter, more predictive growth.
3. Precision Targeting
The promise of precision targeting has always relied on identifying and reaching the right individuals with relevant messages. IPPs make this more achievable by merging professional credentials with consumer traits into a privacy-compliant, actionable framework.
Whether activating campaigns across mobile, display, social media, connected TV (CTV), digital out-of-home (DOOH), audio, or email, IPPs enable refined targeting. Marketers can now reach specific decision-makers who fit the desired professional profile and personal mindset. This dual perspective minimizes wasted impressions and maximizes impact.
4. Omnichannel Personalization
Consistency is the cornerstone of exceptional customer experiences. Without a unified view of the audience, personalization efforts often miss the mark, leading to disjointed brand interactions. IPPs empower consistent personalization across all channels by ensuring engagement with the same individual—whether they’re on a B2B research site or consuming content during downtime.
With a seamless flow of identity signals, marketers can customize tone, messaging, and offers based on the context, delivering richer and more relevant experiences throughout the customer journey.
5. Privacy-Compliant Audience Activation
As data privacy regulations reshape the marketing landscape—think GDPR, CCPA, and the decline of third-party cookies—the importance of audience activation in a compliant manner is paramount. The creation of IPPs must rely on data that prioritizes consent, transparency, and compliance.
Utilizing hashed identifiers and responsibly sourced data, IPPs facilitate audience activation while respecting regulatory mandates. This ensures that marketers can maintain addressability in a privacy-conscious environment.
6. Marketing and Sales Data Enrichment
Many organizations possess a goldmine of first-party data, yet the challenge lies in leveraging it effectively. Enriching existing records with consumer and business signals—such as purchase intent and demographic data—allows for the creation of IPPs that fuel enhanced collaboration between marketing and sales teams.
This enrichment leads to improved lead scoring, deeper customer understanding, and personalized outreach—ultimately helping teams prioritize the right prospects and tailor their approach.
Closing the Identity Gap
The aforementioned use cases highlight the vast potential of IPPs, but the success of any B2B2C strategy hinges on the quality of the data that underpins it. Crafting unified, accurate, and privacy-conscious IPPs necessitates a robust foundation of linked identity data—a feat that many brands find challenging to achieve independently.
This is where Dun & Bradstreet’s ID Graph Plus steps in. Designed to facilitate IPP development, it boasts expansive coverage of 127 million professionals and 250 million consumers, linking verified business and consumer identities through hashed emails while integrating over two billion digital attributes. This powerful resource empowers brands to enrich their first-party data and engage individuals meaningfully across channels while remaining compliant.
Ultimately, the goal of marketing transcends targeting job titles or households—it’s about forging genuine connections with real people in real contexts. By investing in a sound data strategy and prioritizing the creation of IPPs, marketers can unleash improved insights, sharpened targeting, and superior outcomes.
The future of marketing rests on understanding the complete customer journey. It begins with bridging identities and culminates in nurturing authentic relationships.
Explore more about B2B2C data strategies here.
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