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.
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.
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.
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.
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.
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.
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.
Now it’s over to you – but don’t worry, you’re not on your own.
Our experts are on hand to get you moving. They can help you figure out how better, ethically-sourced data, smarter identity resolution and faster audience creation can lift your marketing campaign performance.