Identity Graphs: Responsible For Powering The Real-Time B2B Marketing Experience

Did you know that by 2025, 80 percent of B2B sales interactions will start online? Nowadays, buyers use multiple devices to interact with a particular website or to complete a purchase. While doing so, these individuals not only leave behind important data about themselves but also send out vivid signals of their intentions. If you (as a B2B marketer) can capture these kinds of live signals of intent and then collect the necessary data from all the devices, you can potentially succeed in delivering real-time marketing experiences to customers with a personal touch.

But the question is how? How do you leverage these digital signals from potential customers in real time, identify the same customers across different devices and channels, and instantly interact with the right message and/or offer? Fortunately, the perfect solution is in your fingerprints – an identity graph. It identifies all personal data about an individual, associates that data with a specific customer profile and other relevant behavioral data such as browsing activity or purchase history, and then combines it all together into a unified view.

Read also: The innovative role of identity solvers in a world without cookies

Top 3 reasons to use identity graphs to benefit from real-time marketing that focuses on intent

If you’re ready to discover three unique ways the identity graph works to learn about audiences in your market and increase your marketing efforts in real time, keep reading!

1. It works in real time

First, it is possible to engage potential customers in a timely manner with content relevant to their needs as long as the identity graph technology you use collects, matches and activates intent data within minutes. Identity graphs are known for synchronizing data across different touch points in real time and creating a comprehensive view of customers and prospects. Without this capability, it is difficult to engage with potential customers at the critical moments when they are most likely to make a purchase.

2. It is fast and efficient

Second, it is important to keep in mind that intent statements have a short lifetime. However, identity graphs can quickly capture live signals of intent and meet immediate customer needs. These charts can also accurately define expectations across various devices and channels, giving marketers greater flexibility to react instantly to changing requirements.

3. Works with fixed customer profiles

Last but not least, effective real-time marketing requires constant audience appreciation. Unfortunately, this cannot be achieved if customer profiles are linked to decomposed third-party cookies. Brands cannot gain complete insights into their prospects without a cookie along with the fact that they have seen something on a particular website. Brands are not able to analyze the customer journey across devices either.

The identity graph is not based on outdated cookies or cookies that can be easily deleted. Instead, it works with static client profiles using authentication identifiers such as different names, email addresses, or usernames. So, when prospects present these types of authenticated data, the identity graph can quickly associate this data with a specific customer profile. The more data you generate, the more identity the customer has. In turn, identity graphs for brands provide a unified, permanent, and stable display of customer profiles that are always on and ready for activation.

If you want to win the battle of attracting more active buyers in the market, make sure that your strategies are combined with the right technology. Using identity graphs helps bring live intent, identity, and profile data together in one platform, creating a unified customer view and real-time marketing experience based on overall intent! Don’t stop now though – keep learning by checking out these two articles located below.

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The innovative role of identity solvers in a world without cookies
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