Powering data-driven marketing that works for B2B

Today, a data-driven approach isn’t a nice-to-have addition to your marketing. It’s the foundation of every effective, intelligent marketing campaign.

The most effective marketers know this. They use data in all aspects of their strategy – because they need to get the right message to the right people at the right time, to maximize ROI from their marketing budgets.

B2B marketers can finally connect the dots.

We’ve created a platform where you can activate your first-party data and connect it with the best ethically-sourced third-party data – to build richer profiles of the audiences you care about, and power smarter campaigns to engage them, then accurately measure the impact of your marketing.

Modern marketing and advertising tech stacks were never designed for the B2B world. So while B2B marketers got by with the tools, platforms, and data available to them, none of it was optimized to meet the challenges of B2B. Matching data – like professional email, phone number and device – to target individuals and accounts hasn’t been possible.

Until now.

Identity Resolution for B2B is here

Identity resolution

Identity resolution is what makes accurate B2B targeting, measurement, and personalization possible at scale. It happens at the individual and company level – and it’s this ability to resolve to professional identity at both levels that’s key for B2B marketers.

Identity resolution is the ability to connect the data dots and create anonymized, omnichannel views of your audience – so you can tie disparate data touchpoints back to individuals and companies, and use those insights to improve your targeting.

Introducing IdentityLink

IdentityLink™, LiveRamp’s powerful identity resolution platform, matches identifiers from many trusted data sources so you can reach the decision-makers and influencers within the accounts that matter most, target them more accurately, and measure the impact of your marketing.

IdentityLink is trusted by the world’s top consumer brands to reconcile online and offline data to create anonymized, omnichannel views of their audience – so they can build customer profiles, map customer journeys, and measure campaign success.

Using LiveRamp B2B’s universal identity graph, personal and organizational identifiers – like emails, postal addresses, and phone numbers – are connected to anonymous identifiers – like cookies and device IDs in a privacy-conscious way. These connections allow you to reach the people and accounts you want to sell into and attribute the interactions to individuals across any channel or technology platform.

Built on top of our B2C solution, LiveRamp B2B layers in professional and firmographic data, enhancing your ability to reach B2B audiences with professional identity at the individual level, and bringing a company-level dimension to identity resolution.

Ultimately, it helps to close the loop in data-driven B2B marketing.

It’s the best of account-based marketing and people-based marketing combined. We’re already doing it in the US, and we’re working on everywhere else.

Ready to talk to us about your B2B identity needs?

Grow B2B audiences globally and find new customers

Your ideal prospects are a rare breed. So how do you amplify your reach without diluting the effectiveness of your campaigns?

How do you use informed, tailor-made audiences to target better than the competition – and ultimately win market share?

You do it by leveraging your proprietary data and trusted third-party sources, so you can increase the breadth and depth of your B2B marketing campaigns – targeting based on de-identified individual as well as company-level attributes.

In the past, this data was hard (and expensive) to access and use in B2B marketing. Which made it even harder to make audience profiles rich enough for truly targeted marketing.

Any data you need

With LiveRamp B2B, you can build bespoke and differentiated audiences, including account-based audiences, in over 200 markets around the world. Our global B2B Data Store makes it easy to find new customers using the best syndicated and custom third-party data sources. It also helps you deepen the conversation with existing customers and enables measurement – at all stages of the buying journey.

The LiveRamp B2B Data Store is your one-stop-shop for B2B marketing data. It brings together the world’s best data providers, including Bombora and D&B, so you can define and reach your audiences based on attributes like role, seniority, ABM lists, B2B intent, firmographics and technographics, across 100 markets. Syndicated audiences are readily available and custom audiences can be tailor-made within 7 business days. The LiveRamp B2B team is happy to help you find or create the right audiences to make your B2B marketing strategy and campaigns come to life.

Third Party Data Sources LiveRamp:

Do it in a privacy-safe way

IdentityLink is a LiveRamp Safe Haven®, which means that all of your data is kept private and secure.

You get out-of-the-box privacy compliance that stays up to date with the latest legislation – so your business and your customers are protected.

Learn more about how we protect your data.

LiveRamp B2B in action

Onboard data
Activate offline data from CRM, email marketing platforms, or any other customer or prospect lists, and reach your audience wherever they are.
Reach your audiences at scale
Use your first-party data in conjunction with rich third-party data, to engage your prospects and extend your reach to more of the audience you care about.
Analyze your prospects
Analyze your audiences with third-party data according to multiple audience data types, including: professional, account-based marketing (ABM) audiences, firmographic, technographic, and B2B intent.
Measure ROI
Connect the dots with IdentityLink to prove the impact of your marketing spend on the bottom line
Simplify everything
Use a single platform to onboard, augment, and activate your data, discover new audiences, and analyze results – with expert support.