• by Laurie Sullivan  @lauriesullivan, June 24, 2021

Zeta Global Holdings and Dun & Bradstreet have announced a new market segment that combines consumer and business data into a private data cloud with more than 220 million permission-based profiles of individuals in the United States.

The partnership joins Zeta’s business-to-consumer (B2C) data such as intent, behavioral, transactional and location-based signals with Dun & Bradstreet’s business-to-business (B2B) employer data including companies, titles, and emails.

All this will power a new market segment for the two companies — business-to-person (B2P).

“We believe bringing together this data will help marketers blend personal and professional profiles to provide a more comprehensive, 360-degree view of the customer,” said David Steinberg, CEO, Chairman and co-founder of Zeta Global. “It will enable businesses to unlock the buying power of decision makers through more personalized, insight-driven marketing touchpoints.”

The alliance lets Zeta expand its offering to B2B and small-and-medium-sized businesses (SMB) markets. It lets Dun & Bradstreet expand on the types of services it can offer. In this multiple-year partnership, D&B is one of Zeta’s largest strategic alliances.

The alliance will initially focus on bringing together data from Zeta’s and Dun & Bradstreet’s respective data clouds to create B2P marketing.

While this strategic alliance with Dun & Bradstreet is unique in that the company combines B2B and B2C data, Zeta has dozens of other partners that support the enrichment of its proprietary data and customers’ first-party data.

Steinberg said the alliance represents a new opportunity for both companies to address the needs of businesses of all sizes -- enterprise, medium and small business -- to generate new lines of revenue, and moves beyond traditional ideas of business-to-business versus business-to-consumer.