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LiveRamp Extends IdentityLink to B2B Marketers

  • 2 min read

With the launch of LiveRamp B2B, marketers now have access to a central hub to facilitate all of their data-driven B2B marketing needs. This hub offers solutions for targeting, measurement, analytics and personalisation, providing marketers with the tools required to maximise the impact of their campaigns.

According to a recent article by Marketing Magazine analysing Green Hat’s annual 2019 B2B Marketing Research Report, providing marketing impact and ROI, and the struggle to optimise customer experience were the Australian B2B marketing industry’s greatest challenge last year. LiveRamp B2B offers the ability to harness, understand and correctly utilise data from LiveRamp’s IdentityLink Data Marketplace, then accurately measure effectiveness to inform future campaigns.

In Australia, we are seeing a very sophisticated level of B2B advertising and marketing. However, with the growing need in the region to engage professionals and business owners across various verticals, it’s vital for marketers to have access the rights tools.

Implementing LiveRamp B2B into their MarTech stack is one way of ensuring are marketers accurately pinpointing their potential and existing customers’ identities at a professional and company level, to then effectively inform the customer journey.

With LiveRamp B2B, Australian marketers can now:

  • Extend first-party reach and impact with CRM expansion audiences
  • Access premium B2B audiences globally from the top third-party data providers in the LiveRamp Data Marketplace
  • Request custom audiences created to your specific parameters for targeting, measurement, and personalisation, enabling an account-based marketing (ABM) approach
  • Analyse your audiences with third-party data according to multiple audience data types, including professional, ABM audiences, firmographic, technographic, and B2B intent.
  • Measure and understand the impact of campaigns with account-based measurement and analytic

LiveRamp B2B is  built upon LiveRamp’s universal Identity Graph, incorporating ethically sourced data both at the company and people-based level. This graph also powers LiveRamp’s IdentityLink Data Marketplace, a global marketplace for high quality, ethically sourced data that reaches business and professional audiences at scale, in over 150 markets.

LiveRamp B2B also enables B2B measurement and analytics, allowing marketers to take campaign metrics and website events and aggregate them at the account level to understand which companies saw which ads, visited the referred website, and took action. This allows marketers to effectively enable their account-based marketing campaigns. Marketers can gain even deeper insights into target audiences by using B2B segments to power analytics to optimise campaigns, plan future initiatives, and personalise content and experiences in a privacy-conscious manner.

There is a huge opportunity to market to the business audience but the challenges targeting the right audience and establishing a meaningful conversation are still prevalent. LiveRamp B2B will help brands better understand their B2B customers and curate personalised experiences in the long term.

If you’re ready to kick-start your B2B marketing strategy and enable your ABM campaigns, reach out to our data marketplace concierge specialist for more information on how LiveRamp B2B can help.