Identity Graphs: Responsible For Powering a Real-Time B2B Marketing Experience

Posted December 20, 2021

Identity Graphs: Responsible For Powering a Real-Time B2B Marketing Experience

Posted December 20, 2021

Did you know that by 2025, 80 percent of B2B sales interactions will begin online? Nowadays, multiple devices are used by buyers to interact with a specific website or to complete a purchase. While doing so, these individuals not only leave behind crucial data about themselves, but also send out live signals of their intent. If you (as a B2B marketer) can capture those types of live intent signals and then gather necessary data from all devices, you’re likely to succeed at delivering real-time marketing experiences to customers with a personalized touch. 

But the question is, how? How can you leverage these digital cues from prospects in real-time, identify the same customers across different devices and channels, and react instantly with the right message and/or offer? Fortunately, the perfect solution is at your fingerprints–an identity graph. It identifies all the personal data related to an individual, connects that data with a specific customer’s profile and other related behavioral data such as browsing activity or purchase history, and then stitches it all together into a unified view.

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

Top 3 Reasons to Use Identity Graphs For Leveraging Intent-Focused, Real-Time Marketing

If you’re ready to discover three unique ways an identity graph operates to recognize in-market audiences and supercharge real-time marketing efforts, keep on reading!

1. Works In Real-Time

First, engaging prospects at the right time with content that’s relevant to their needs is possible as long as the identity graph technology you use collects, matches, and activates intent data within minutes. Identity graphs are known to sync data across different touchpoints in real-time and create a holistic view of customers and prospects. Without this capability, it’s difficult to engage with prospects in the critical moments when they are most likely to make a purchase.

2. It’s Speedy and Efficient 

Secondly, it’s important to keep in mind that intent data has a short life. However, identity graphs can quickly capture live intent signals and fulfill customers’ immediate needs. These graphs can also accurately identify prospects across various devices and channels, giving marketers greater flexibility to instantly react to changing requirements.

3. Works With Persistent Customer Profiles

Last, but not least, effective real-time marketing requires always-on audience recognition. Unfortunately, it’s unachievable if customers’ profiles are tied with decaying third-party cookies. Brands can’t gain complete insights into their prospects without the cookie besides the fact that they viewed something on a specific website. Brands aren’t able to analyze prospects’  cross-device journey either.

An identity graph doesn’t depend on cookies that are outdated or cookies that can easily be deleted. Instead, it works with persistent customer profiles by using authenticated IDs such as different names, email addresses, or user names. So, whenever prospects provide these types of authenticated data, an identity graph can quickly link that data to a specific customer’s profile. The more data it creates, the more a customer’s identity grows. In turn, identity graphs provide brands with a unified, permanent, and stable view of customers’ profiles that are always on and ready for activation.

If you want to win the battle of attracting more active buyers in the market, make sure your strategies are coupled with the right technology. Using identity graphs help bring live intent, identity, and profile data together in one platform, which results in the creation of a unified customer view and an overall intent-based, real-time marketing experience! Don’t stop now though–keep learning by checking out these two Anteriad articles below.

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