OMI in Forbes: 4 Strategies Shaping Marketing Targeting & Execution Now

In 2025, OMI was quoted more than 50 times in Forbes. That level of visibility doesn’t happen by accident. Each month, Forbes Agency Council editors curate a small number of member insights from hundreds—often thousands—of submissions across the agency and marketing landscape.

What stood out to the editors also reflects what stood out in the market: practical, data-driven approaches to marketing strategy and execution. Taken together, these quotes form a clear snapshot of what shaped our industry as well as our services at OMI in 2025. Here are four of them that zero in on what we do and what we believe will continue to have relevance and impact in 2026:

1. Precision Targeting Without Cookies
   In “How to Run Smart, Scalable Campaigns without Cookies,” we outlined how modern identity and data architecture can replace legacy tracking methods:

“We use identity graphs with anonymized IDs, data enrichment, and AI-supported audience modeling. By linking verified business domains, emails, and device IDs—and merging client CRM data with verified B2B and B2B2C datasets—we create privacy-safe, cross-channel profiles. With AI and other tools, we unlock lookalike and intent-based segments to add precision, scale, and measurability to campaigns.”

The takeaway: cookie loss doesn’t reduce precision—it raises the bar for better data design.

2. Enriching Data to Power Marketing Performance
   In “How To Leverage Automated Emails: 17 Tips To Reach Target Audiences,” we addressed a common automation gap: shallow prospect profiles.

“The more information you can collect about your prospects, the better you can customize your email automation. You can build more complete prospect profiles using techniques like B2B2C matching, which provides insights into personal and professional attributes for improved personalization and reach.”

At OMI, this approach shapes how we support email automation at scale. While many brands and agencies often rely primarily on CRM or form-fill data, we start by leveraging our massive, high-quality B2B2C database to identify net new prospects, while also enriching and expanding prospect records using verified B2B and B2B2C linkages.

B2B2C linkage enable more precise segmentation by role, company context, and real-world attributes—without increasing send volume or compromising compliance—and it’s applicable beyond email (we use it for programmatic, social, and other channels).

For insight into our email data and campaign services, go here to check out a recent case study on how we drove 13X ROI for a leading telecom provider. Read on for more on our approach to B2B2C data linkage.

3. Why B2B2C Data Is Becoming Foundational
   In “How to Leverage 17 Martech Trends Smart Brands Are Utilizing Now,” we spoke to the growing relevance of B2B2C data as buyer behavior continues to blur traditional lines.

“As the convergence of our personal and professional lives increases, smart brands are turning to B2B2C data to power their campaigns. B2B2C data links consumer demographics with B2B attributes, improving relevance, reach, and personalization across customer acquisition efforts.”

This convergence isn’t theoretical—it’s reshaping how audiences are built and activated. In another Forbes article, we took a deep dive into our approach to B2B2C matching:

“The way we approach B2B2C matching for client campaigns is to first build a custom audience of business prospects sourced from our extensive B2B contact database. Next, our data team will identify consumer attributes that align with each prospect, such as LinkedIn profiles, demographics, and residential addresses. We weave together the consumer and professional attributes to create a single B2B2C audience file, which will be used to fuel the client’s omni-channel campaigns.

By blending the B2B and B2C attributes (while respecting privacy and compliance), we enable B2B marketers to:

• Better understand the person behind the professional title, which leads to improved personalization
• Put their messages in front of prospects at work and at home to increase opportunities for engagement
• Match messaging to behavioral and channel preferences to enhance relevancy and engagement”

4. Use AI Like an Operator, Not a Shortcut
   In “How To Get The Best Out Of A GPT To Complete Creative Agency Tasks,” we shared how we successfully use GPTs to enhance our work, along with a core principle guiding our AI workflows:

“Continually review output and provide corrections—the model evolves with each iteration. We use ChatGPT to assign SIC codes, identify data patterns, summarize calls, and run post-campaign analytics. We also ask it to critique its own work and assumptions. Advanced users can run results through multiple AI engines (we use at least three) to refine and enhance the final output.”

We value our ongoing participation in Forbes Agency Council and the opportunity to contribute practical insights to the broader marketing community. To explore all of OMI’s published Forbes contributions, visit the full archive here.

Find out why leading brands and agencies continue to turn to OMI for data and expertise that delivers measurable results: we invite you to connect with our team in the New Year!