Folloze Offers New B2B Identity Matching Tool

Business-to-business (B2B) experience platform Folloze has an identity sourcing feature that it says can help enterprise marketers strengthen their personalization.  

The goal is to provide marketers with “a better way to learn about their customers with identity matching and behavioral data that helps enhance the buyer journey,” said David Brutman, co-founder and chief product officer at Folloze.  

Brutman notes: "When it comes down to it, people don’t like form fills, and they provide only a small piece of information about a buyer. Yet this invasive tool remains the norm today.”

Enhanced with cookie matching capabilities, the new tool combines known and unknown identity markers with behavioral data to get the richest picture of the buyer and their needs so that brands are no longer entirely dependent on IP matching, the firm says. It is part of Folloze’s BX 3.0 platform. 



Cookie matching yields up to 40% more known leads, Folloze says, adding that this function is now available with such automation-solution providers as Marketo and Eloqua. 

Folloze surfaces the buyer’s entire activity history and provides several forms of identity matching including the traditional form fill, clicking into a trackable link, or informed content matching provided by other data sources including 6sense and Demandbase.


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