Combine B2B and B2C data from across all business lines onto one unified platform

Creating consistency across multiple lines of business is challenging

Customers demand the same personalised experience whether they’re buying for themselves or on behalf of their company. But creating a seamless, continuous customer experience is especially challenging if you have several B2B and B2C businesses, each with their own data platforms. Companies who want to stand out from the competition, recognise new revenue opportunities and maximise conversions with customers need to find a way to provide the seamless experience today’s customers expect. Combining both consumer and professional data for each customer in real-time provides the unified insights companies need to personalise the right content and deliver it fast enough that your customers feel like VIPs no matter which line of business they engage with.

Adobe can help

Adobe's Real-Time CDP was purpose-built to combine both B2C and B2B data using Adobe's Experience Data Model (XDM), a uniform and flexible data model designed to be easily customised for complex enterprise data management needs. B2C and B2B marketers benefit from XDM’s ability to combine all consumer and professional data attributes and behaviour across all lines of business into a single, unified person profile. These hybrid profiles of B2C and B2B data allow for cross-business segmentation including the ability to create B2C audience segments using B2B data, and vice versa. Additionally, Adobe's CDP uses both types of data for even more accurate identity management across businesses.

The industry’s first hybrid profile

Users can segment hybrid profiles made up of combined B2C and B2B data to easily identify and execute all-new revenue opportunities across multiple lines of business.

Examples of cross-business audience segments

• All existing B2B customers that have corporate stock plans through an employer but don’t have a personal brokerage account.
• All existing B2C customers that have personal mobile phone plans and own a small business but haven't got a small business plan.