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. As a result, B2C and B2B marketing teams can work closer together as one team to identity very targeted cross-sell/up-sell revenue opportunities between businesses based on the same data and understanding of each customer and prospect, all while using a single CDP. By putting all your data in one place, you make sure that all of your teams are reading from the same playbook.