OMI Launches B2B2C Data Linkage to Power Higher-Performing Prospect Marketing

This week we officially launched our new B2B2C data linkage service aimed at enabling marketers to connect with prospects and customers on their terms – on the B2B and B2C channels they use the most, whether at work or at home. Our goal with the new service is to empower clients to achieve higher-performing and more engaging prospect marketing and customer acquisition campaigns.

First, here’s a little background on the “why” behind this new offering: The dramatic increase in the number of people working from home has accelerated the growth of a movement that had already been underway. We call it the B2B2C or “universal person” movement and it reflects the overlap or blending of our personal and professional lives, with more balance – and fewer boundaries -- between the two.

Now available, the new service links B2B attributes, such as email, firmographics and job title, to B2C attributes, such as the prospect's LinkedIn profile, demographics and residential address. This lets brands target and engage prospects more effectively -- across both B2B and B2C channels.

The channel points covered by our service include direct mail, email, social, and programmatic, where available. As an example of B2B2C linkage, a marketer can send direct mail to a B2B contact’s home address while also engaging with them on their business email using the same offer to reinforce the message.

Brands can use OMI’s B2B2C linkage service to elevate marketing ROI in these key ways:

• Gain expanded marketing reach for B2B prospecting with added consumer attributes for your prospects, and the ability to reach them on new channels
• Acquire ABM-level data elements on contacts and companies to power stronger ABM reach and results
• Identify consumer profiles for existing B2B contacts to achieve a more complete profile to drive greater success in your omni-channel campaigns
• Collect vital data elements to help construct your own in-house identity graph
• Get increased matches to both LinkedIn and Meta to enable stronger results for social marketing programs
• Enhance media activation targeting and reach, with the ability to connect with prospects across business and personal channels via their B2B email address and an alternate email address

Social Media Use Case

Recently, OMI’s B2B2C/Universal Personal data linkage strategy played an instrumental role when working with  a leading global e-commerce platform provider. For the social portion of the omni-channel campaign, B2B2C data linkage drove our match rate to 70% for LinkedIn and 42% for Meta, which is well above industry standards. To match the data, our team delivered the custom audience file we built for the provider to both social platforms.

B2B2C Universal Person File Now Available from OMI

OMI’s Universal Person Marketing (UPM) database file contains 140 million business contact records, with residential/consumer linkage on 85 million of those records. In addition, it offers both company- and contact-level social URLs, MAIDS, mobile phone, and a range of LinkID overlays available for client use. Intent flags are also used as part of our B2B2C data linkage service and are based on client-selected market keywords that zero in on prospects whose recent digital behavior (browsing online, reading articles, downloading white papers) indicates interest in our client’s offerings.

Appending UPM contacts is also a component of OMI’s service, with appends made to an existing company and contact file first, followed by expansion to incremental companies and contacts.

Go here for more information on other OMI data solutions and services including our massive B2B database, intent monitoring, media activation, email campaign management, and B2B database cleansing.

 

We invite you to reach out to our team with any questions.