Identity Graph: What Is It & Why Should You Care?

Posted December 17, 2021

Identity Graph: What Is It & Why Should You Care?

Posted December 17, 2021

Did you know that in 2020, the total volume of data generated, collected, copied, and consumed globally was a whopping 64.2 zettabytes? According to Accenture research findings, with the transaction of over 12 exabytes of data each day, the volume of data is expected to massively increase by the end of 2030. Still, a large majority of B2B marketers struggle to gain valuable insights. Fortunately, identity graphs are attractive and effective solutions worth pursuing. Keep reading to understand what is an identify graph and how it enhances B2B marketing campaigns.

ALSO READ: The Innovative Role of Identity Resolution In a Cookie-Less World

What Is An Identity Graph?

In simplest terms, an identity graph is an application that houses all the known identifiers that correlate with individual customers. Usually, buyers are associated with several identifiers such as different names, phone numbers, home addresses, email addresses, associated customer ID numbers, and usernames. An identity graph is known to collect, store, and bring these identifiers together in order to create a comprehensive buyer’s view. 

Why Does An Identity Graph Matter?

In addition, according to MarTech Today, on average B2B marketers use 12 different marketing tool sets to support their data-driven marketing efforts. However, none of those tool sets work together to create unified customer data that immediately activates. Overall, an identity graph is a single form of technology that helps marketers achieve their objectives by helping in the areas of people-based targeting, customer engagement, and ad campaign performance. 

People-Based Targeting
Furthermore, it’s no secret that prospects interact with websites through an array of channels or devices. Buyers tend to switch between multiple devices to browse or complete a purchase. That massively pressures B2B marketers to attract prospects’ attention and drive people-based marketing. In general, an identity graph handles various difficulties and presents solutions, which includes consolidating all identifiers in one place. By facilitating and providing marketers with valuable insights into their prospects’ buying journey, this advanced form of technology not only empowers marketers to recognize prospects, but also to  target them with personalized content.

Customer Engagement
Next, identity graphs are known to pull data related to an individual across all devices, match the data with existing buyers’ profile, and then create a unified view. Identity graphs also give marketers a complete picture of their prospects’ behavior, real-time challenges, intent to purchase specific products or services, and current location within the buying journey. These types of insights can help brands develop tailored solutions and content that meet their prospects’ requirements. However, marketers can also reach prospects as per their requirements, offer personalized content and solutions, and even enhance customer engagement. 

Ad Campaign Performance
Last but not least, is the performance of marketers’ ad campaigns and its importance. These ad campaigns heavily rely on metrics including making the right decisions, data availability, and budget. As an all-in-one technology, identity graphs allow brands to combine data from multiple devices and channels while ensuring all the necessary information is handy. By doing this, marketers are in a position to make better decisions, target the right audiences, appropriately allocate resources, and enhance their marketing campaigns. If you want to add more active buyers to your growing pipeline, make sure your strategies work well with the technology you plan to use. In doing this, you’ll be able to bring live intent, various identifiers, and profile data together in one platform followed by creating a unified customer view and leveraging an intent-based, real-time marketing experience. Continue learning about this important topic as well as intent intelligence by reading through this informative blog article!