B2B marketers are often envious of their B2C counterparts getting all the cool stuff. But when the B2B crowd tries to learn a few tricks from their consumer-facing colleagues, they find that many B2C tactics are better suited to selling candy bars than copying machines. Plus, a candy bar isn’t usually a considered purchase with a long sales cycle and multiple influencers. Unless you have kids.
In an effort to improve the targeting capabilities of its B2B user base, Oracle Data Cloud unveiled its B2B audience data marketplace solution. The company states that the solution will provide users access to more than 400 million business profiles and more than one million U.S. companies for easier account-based targeting.
Bombora provides B2B intent, demographic and firmographic data to uncover business buying intent. The data is collected from a co-op of more than 2,500 publishers. The platform recently introduced a new Surge Reports module for identifying audience interest based on content consumption.
People Pattern, a marketing analytics platform, has received $4.5 million in Series A funding. The investment will allow People Pattern to deploy its technology on a much broader level, according to company officials.
The platform automates the collection and analysis of audience data, and combines social business and data science. This equips marketers with predictive segmentation data in real-time to better recognize, target and engage active and potential consumers.