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DATA FOCUS: Blurring the divide between B2B and B2C

We examine the potentials of blended data for B2B marketers

Imagine being able to target your B2B marketing activity so precisely that you can appeal to the decision maker you want to reach on an individual, one-to-one level – based not only on the characteristics of their business, but also on what you know about them as an individual; their lifestyle, personal tastes and even hobbies. That's the prospect a blended approach to marketing, integrating business and consumer data offers.