Why business-to-person marketing requires a new identity approach

Lance Brothers, Chief Revenue Officer, Adstra

Managing identity has never been more complex. Customer data is fragmented across systems, privacy regulations are tightening and enterprises need different identity capabilities at various stages of their marketing and data strategies. The challenge isn’t just managing identity — it’s controlling it: using it where and how it’s needed without unnecessary constraints.

For B2B marketers, this is exacerbated by the difficulty in stitching together business and consumer identities, which come from disparate data sets. More sophisticated marketers are now adopting a business-to-person strategy, where these two identities are no longer divided. 

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