Data Marketplace, Digital Advertising, Eyeota Insights, Privacy & Verification, privacy, Privacy Compliance, Global Data Resources, consumer privacy

The Audience Targeting Playbook: The B2B Data Required for Omnichannel Success

By: Sandro Demirovic, Digital Account Executive


Brands looking to target B2B audiences can now use audience data to more precisely and efficiently meet their goals. However, not all B2B data is created equal.


Quality data is the lifeblood of effective B2B marketing and serves as the foundation upon which successful campaigns are built. In the fast-evolving world of B2B marketing, accurate and up-to-date data ensures that marketers can target the right audience with precision, minimizing wasted resources and maximizing ROI. It enables businesses to understand their customers' needs, preferences, and pain points, facilitating the creation of tailored content and personalized experiences.


Furthermore, quality data fosters trust and credibility, as it allows businesses to deliver relevant and timely messages, establishing themselves as industry leaders. In an era where data-driven decisions reign supreme, the importance of quality data in B2B marketing cannot be overstated for the value it delivers in helping organizations to stay ahead of the competition and forge lasting customer relationships.


By 2024, companies will be spending nearly $4 billion on B2B marketing data in the U.S. alone, and that’s only a fraction of the budget being invested in such data on a global basis. But are these investments moving the needle for B2B marketing organizations in a way that delivers a competitive edge?


High-quality third-party data has never been more important to the success of B2B marketing than it is today, particularly as we enter the era of privacy-first customer expectations. Today’s organizations are challenged to move beyond traditional B2B marketing channels to embrace omnichannel customers who welcome professional communications across display, mobile, social, and more—but they must do so in a reality where data signals are becoming increasingly hard to come by.


So, how can brands targeting B2B audiences reach their best target customers and influence buyers more effectively? The answer lies in high-quality, privacy-safe B2B audience data, and here at Eyeota, a Dun & Bradstreet company, that’s what we deliver. With 500 million businesses worldwide classified by a D-U-N-S® Number, this powerful business ID is used by B2B brands to understand their target customers Account Marketability Score, Company Growth, Financial Analytics, Spending Power, Purchase Intent, as well as enabling the identification of relationships between corporate entities such as hierarchies and linkages.


From driving awareness to engaging consumers in-market, the Dun & Bradstreet B2B Audience Playbook has the personas and profiles you need to identify, reach, and engage your target audience on display, mobile and social channels.


In this playbook, you’ll discover addressable digital audience profiles to target your ideal customers. Parameters include:


- Companies (by Size, Type & Revenue)

- Decision Makers

- Employees (by Industry & Job Function)

- B2B Product and Service Intenders

- Custom Account-Based Audiences

- And many more!


If you’re ready to take your B2B audience strategy to the next level, download the Dun & Bradstreet B2B Audience Playbook here . And if you’re interested in exploring how we can deliver a custom audience targeting strategy for your organization, connect with our Data Desk team today!