How to use B2B data to boost marketing outcomes like an expert

B2B customers, like their B2C personas, want personalization and an omnichannel experience.

B2B customers are just like their B2C counterparts–they want the ability to buy online, they want an omnichannel experience, and they want increasingly hyperpersonalized touchpoints.

According to a study from Salesforce, over 75% of B2B buyers expect personalized experiences similar to B2C interactions. 

Your ideal B2B customer doesn’t become a different person once they step out of the office. The most successful users of identity graphs and B2B data know to link business profiles with B2C personas, and market to the whole person, not just one-half.

What exactly is B2B data?

Business-to-business data is information that businesses collect about other companies and the individuals within those companies, particularly those with purchasing power. That means firmographic and technographic data about the company as a whole, as well as information on company decision-makers and those within sales and marketing teams. 

How is B2B marketing changing? 

The sales funnels in B2B are often long and complex, involving input from multiple stakeholders and a long deliberation process. However, B2B buyers are also gravitating toward more seamless purchasing procedures–especially self-serve ecommerce experiences. 

Ecommerce

A 2023 study from McKinsey and Co. revealed ecommerce as the most effective sales channel within B2B, rated first by 35% of respondents, followed by in-person sales and video conference. Additionally, nearly half of B2B businesses that are winners in the space are also on industry-specific ecommerce marketplaces. 

It makes sense–with B2C buyers also increasingly gravitating toward ecommerce, B2B buyers are doing the same. 

Omnichannel experiences

Siloed outreach is a no-go for 2025, both with B2C and B2B. If you want to give your prospects a truly omnichannel experience, you need to reach them seamlessly across multiple touchpoints. 

The results speak for themselves. B2B companies offering the best omnichannel experiences are seeing 10% higher revenue growth year-on-year, according to McKinsey and Co. 

Hyperpersonalization matters

Like their consumer counterparts, B2B buyers want a personalized experience–including relevant touchpoints, unique offers, and seamless engagement across channels. The more sophisticated the personalization, the better. 

If you want better marketing outcomes using B2B, you need to leverage real-time prospect data, artificial intelligence, and predictive analytics. 

Unique and personalized messaging wins–both within B2B and B2C. 

Linking B2B and B2C data: the ultimate solution

Linking B2B and B2C data through an identity graph should be a no-brainer in 2025. If you want to give your prospects a truly omnichannel, personalized experience, B2B2C linkage is the way to go. 

Stirista’s B2B data

Lucky for you, Stirista has been offering B2B2C linkage for years now. Our proprietary solution lets you get a complete view of the interests, financials, and demographics that make your prospects unique. 

B2C and B2B buyers want the same thing, because they’re the same people. So, in addition to company data, firmographics, contact data, social data, tech, and intent, our identity graph gives you access to over 400 consumer traits, including hobbies, financial backgrounds, and social media profiles. The resulting multifaceted prospect data profiles give you unprecedented targeting options that span beyond traditionally siloed datasets.

With Stirista, you can discover who your B2B prospects truly are.