OMI Unscripted: The State of B2B Marketing Data in 2025

In case you missed it, OMI just launched the Marketing Vanguard, a weekly podcast I host to highlight the people and innovations transforming how organizations market to Small-to-Medium-Sized Businesses (SMBs). In episode one, we flipped the script and invited Josh Elledge, founder and CEO of UpMyInfluence, to interview me instead of me interviewing a guest. It was an opportunity to put B2B marketing data in the spotlight and share our mission, vision, and why top brands turn to us to gain a competitive edge. Here are some highlights from the discussion:

What is OMI best known for?

OMI is a performance agency and we are best known for our massive B2B database containing over 18 million businesses and 140 million contacts, which our clients can access to develop new customers. We also have a core competency in the SMB marketplace, with the world’s largest U.S.-focused SMB database. Clients come to us to have us build them custom data sets for media activation, email marketing, direct mail, outbound telemarketing, and much more. Each client has a unique marketplace they're trying to reach, and we build them a data file that empowers them to execute targeted omni-channel marketing campaigns.

What is the state of B2B data in 2025?

Marketing leaders are looking closely at the quality of the data they use today because reaching real people and the right people with their marketing is more important than ever. Data quality is essential for building trust, creating relationships with prospects, and gaining improved transparency and measurement capabilities across your marketing campaigns. There are so many different data companies out there today, and the main thing that we coach our clients on is getting a read on data quality. Is the contact data accurate? Are the addresses and phone numbers current and valid? Is the company description correct? It's a big deal because the error rate is significant across the provider landscape. We pride ourselves in a 95% contact quality validity guarantee for email addresses. That's something else we advise people to do: Get a guarantee on the quality of the data.

What else is on the B2B marketing radar this year?

Another data trend we’re seeing in marketing is that B2B and B2C personas are converging, creating a world where "B2B2C" data unlocks your prospects' personal and professional attributes, enabling improved targeting, personalization, and relevance. Questions are coming up across the marketing community around the techniques, channels, and data sets that activate reach to the right companies and decision-makers--whether at work or home--to turn a prospect into a customer.

OMI is ahead of the curve in addressing this movement with our colossal B2B2C database and B2B2C linkage service, which provide our clients with a more robust personal-professional profile of each prospect they target. We combine B2B attributes such as email, firmographics, and job title with 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. For example, with B2B2C data 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.

Our service spans 140 million business contact records with residential/consumer linkage on 90 million of those records, which is an exceptional match rate. We can customize this contact data for each client's needs and then leverage it to fuel campaigns across omni-channel points, including direct mail, email, social, and programmatic.

Lastly, by adding intent data and our audience media activation services, Fortune 2000 companies and mid-size enterprises can achieve invaluable reach, increase their ROI, and grow their target audiences.

Who will be interviewed on the Marketing Vanguard?

Listeners will hear from marketing leaders and innovators who specialize in data compilation and are skilled at campaign execution. Technologies around data are moving so fast and we’ll want to interview people who can cover what’s new and what’s trending. The focus will also be on what's on the horizon, what's worked in the past, what we anticipate will work in the future, and how marketers and their teams can execute to get new customers.

The ideal guest would be anybody who's currently managing their database for marketing outreach, involved in campaign management in the trenches and expected to deliver results, responsible for helping gain market share for their company through new business development, and driving innovation in marketing to SMBs. We will also hear from people who are behind the scenes across these areas and don't necessarily get the credit they deserve.

If you're a successful business leader or marketing professional with insights to share, we'd love to feature you as a guest. Visit outward media.com/podcast to learn more. Be sure to subscribe to "Marketing Vanguard: Leading Voices in B2B Innovation" so you never miss an episode. You can find the live podcast on any of these directories:

Apple Podcast: https://podcasts.apple.com/ph/podcast/the-marketing-vanguard/id1796202298

Amazon Music: https://music.amazon.com/podcasts/fc3e8965-47a0-4bae-8979-4f30f533f958/the-marketing-vanguard

Spotify: https://open.spotify.com/show/5FJn2U5DCEqVtcUTseTJ6e

Audible: https://www.audible.com/podcast/The-Marketing-Vanguard/B0DX1DVV2V?eac_link=epkisUkmXwEY&ref=web_search_eac_asin_1&eac_selected_type=asin&eac_selected=B0DX1DVV2V&qid=vtwLWNsaJW&eac_id=137-1683207-7439325_vtwLWNsaJW&sr=1-1

iHeart Radio: https://www.iheart.com/podcast/269-the-marketing-vanguard-266943124/

RSS: https://feeds.captivate.fm/the-marketing-vanguard/

Please reach out to our team for a no-cost data consultation. Go here to read our white papers and case studies to find out about how we power marketing success with data.