What Is B2B2C Data?
B2B2C data connects professional information about a person — such as their company, role, or industry — with consumer-level attributes that provide a broader understanding of the individual.
B2B2C Data, Explained Simply
Traditional B2B data tells marketers about a professional in a business context: where they work, what they do, and characteristics of their company.
B2B2C data creates a more connected view by linking that professional identity with relevant consumer-level information.
For marketers, the value is context. A decision-maker does not stop being a consumer when the workday ends. Connecting business and consumer identities can create a more complete understanding of an audience and expand the ways marketers can reach that audience across channels.
Why B2B2C Data Matters
B2B2C data can enable marketers to:
- Develop a more complete view of business decision-makers
- Connect professional audiences with consumer identities
- Expand addressable audience opportunities
- Improve cross-channel audience activation
- Support more relevant segmentation and personalization
- Bridge traditionally separate B2B and B2C data strategies
PAULA'S PERSPECTIVE
B2B marketing increasingly happens across channels that were once considered primarily consumer environments.
The opportunity is not simply to collect more information about a person. It is to connect identities responsibly so marketers can understand how to reach the same professional across the environments where that person actually spends time.
B2B2C data becomes valuable when the linkage improves audience understanding and activation — not when it simply adds more fields to a record.
— Paula Chiocchi
B2B2C Data in Practice
- Step 1Cybersecurity Company
- Step 2IT Executives
- Step 3B2B Audience
- Step 4B2B2C Linkage
- Step 5Cross-Channel Reach
Imagine a cybersecurity company wants to reach IT executives at mid-market organizations.
A B2B dataset can identify the appropriate companies and IT decision-makers.
B2B2C linkage can then connect those professionals to additional addressable identifiers or attributes, enabling the marketer to reach that same audience across relevant digital and consumer-oriented channels.
The result is a more connected audience strategy built around the individual behind the business title.
KEY TAKEAWAY
B2B2C data connects professional and consumer identities to give marketers a more complete view of business decision-makers and expand cross-channel audience opportunities.
Related Glossary Terms
About Paula Chiocchi
Paula Chiocchi is the Founder and CEO of Outward Media, Inc. and host of B2B Influence: Spotlight on Industry Game-Changers, with decades of experience in data-driven marketing.