The “Human” Side of B2B: Leveraging Identity Resolution to Reach Your Ideal B2B Target Audience

• The B2P Shift: The line between B2B and B2C is gone; effective marketing targets the person behind the job title.
• Identity Resolution: You cannot effectively reach a B2B target audience without linking their professional and personal digital footprints.
• Work-From-Home Reality: With remote work, targeting based solely on IP addresses at office buildings is obsolete.

For decades, B2B marketing was defined by a rigid separation from consumer marketing. You targeted a job title at an office address during business hours. But at Stirista, we know that the modern decision-maker is not a robot that powers down at 5:00 PM. They are people. They check LinkedIn on the weekends, stream news in the morning, and browse industry blogs on their personal tablets. To capture the attention of a B2B target audience today, you must treat them as consumers who happen to have a job title.

This is where Identity Resolution becomes the most powerful tool in your arsenal. Identity Resolution is the technology that connects disparate data points—a work email, a personal email, a mobile device ID, and a home address—into a single, unified profile.

Why is this critical? Because the “office” is now everywhere. If you are trying to reach a B2B target audience relying solely on corporate IP targeting or workplace postal addresses, you are missing a massive chunk of engagement. A CTO might be researching cloud solutions on their home Wi-Fi on a Sunday night. Without Identity Resolution, that signal is lost. With it, you can serve them a relevant ad on their personal device, right when they are in the research mindset.

Stirista’s Identity Graph is built to bridge this professional and personal divide. We help marketers onboard their CRM data and match it against our graph to find where their B2B target audience lives online. This allows for “surround sound” marketing. You can send an email to their work inbox, serve a display ad to their personal laptop, and even retarget them on CTV.

By utilizing Identity Resolution, you ensure that your message reaches the decision-maker, not just the gatekeeper. It transforms B2B marketing from a cold outreach game into a personalized, relationship-building engine.

FAQs:

1. Is it legal to target a B2B target audience on their personal devices?
   • Yes, provided the data is sourced compliantly. Stirista uses Identity Resolution to match anonymized IDs, ensuring we target the user based on their professional attributes without violating privacy standards.
2. How does Identity Resolution improve account-based marketing (ABM)?
   • Identity Resolution supercharges ABM by allowing you to expand your reach beyond the corporate email. You can target the entire buying committee within a target account across all their devices.
3. Can I use Identity Resolution to build a lookalike B2B target audience?
   • Absolutely. Once you identify your best customers via Identity Resolution, we can analyze their attributes to find new prospects who share similar job titles, skills, and firmographics.