OMI's Year in Review: Key Milestones and What They Mean for B2B Marketers
May 20, 2025 · By Paula Chiocchi · 2 min read
By Paula Chiocchi · May 20, 2025
Reflecting back on our business in 2024, we witnessed an evolution in what our clients wanted the most from us. As a performance marketing agency serving Fortune 1000 clients as well as agencies, third-party B2B marketing data has been one of our core offerings since 2005. Our clients use it to drive their omni-channel campaigns, but in 2024, the way they leverage our data shifted. Here's how:
Insight 1
They want their data to bridge B2B and B2C: This year more brands are turning to OMI to incorporate both B2B and B2C attributes into their customer acquisition data sets to achieve a more complete view of their prospects' profiles. This involves matching personal contact data to B2B data to power improved relevance and more personalized campaigns.
Insight 2
At OMI, we've embraced B2B2C convergence, launching a new B2B2C data linkage service this year that enables marketers to identify and connect with prospects and customers at work and at home on their personal and professional channels, including direct mail, email, social, and programmatic. It lets you link and overlay consumer audience demographics -- such as marital status, children, income, gender, age, residential address, and LinkedIn profile – on top of B2B attributes, such as email, firmo
Insight 3
Officially known as our Universal Person Marketing (UPM) database, the B2B2C file contains 145 million business contact records, with linkage to residential addresses and alternate emails on 90 million of those records. This is an exceptional match rate -- check out this recent case study for more details.
Insight 4
They want custom audiences for media activation: There are clear benefits to programmatic advertising, but over the past few years a lot of criticism has been leveled around its lack of transparency. As advertisers rely on algorithms and data to make decisions about where their ads will appear, there's limited visibility into the specifics and contexts around where ads are displayed. This makes transparent media activation a requirement to get the most out of your advertising budget. Getting to
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