Omnichannel Personalization at Scale: The New Data Requirements

By Nate Carter - Vice President, Global Sales at Dun & Bradstreet

As the lines between work and personal identities continue to blur, traditional B2B and B2C segmentation approaches are becoming obsolete. Today’s marketers must adopt a B2B2C data strategy—one that unifies identities, ensures compliance, and enables personalized, omnichannel engagement.

This new blended strategy requires a new breed of data solutions. Let’s explore the new requirements of omnichannel personalization and how advertisers should vet their data partners to meet these needs.

The Shifts Driving the Data Revolution  

Personalization has become an expectation, not a luxury, for brands. Today, 4 out of 5 consumers worldwide are comfortable with personalized experiences, and the majority expect them. In addition, business buyers are increasingly exhibiting consumer-like behaviors in their purchasing. B2B customers now use an average of 10 interaction channels in their buying journey, up from five in 2016, and expect seamless transitions among them. If these expectations aren’t met, more than half are willing to switch suppliers.

The rise of generative AI in sales and marketing further underscores the need for high-quality data. Nineteen percent of B2B sales forces are already implementing gen AI use cases and seeing success, with another 23 percent in the experimentation phase. Organizations that blend AI with personalized customer experiences are 1.7 times more likely to increase market share than those that do not. 

The message is clear: Marketers and sales teams require data that fuels personalization, drives engagement, and flows seamlessly across channels.

What Omnichannel Personalization Requires in 2025  

To deliver effective omnichannel personalization, marketers need to be able to leverage data to deliver on all the following use cases: 

• Marketers must have access to insights and analytics that link B2B contacts with B2C identities, allowing them to layer consumer attributes and form a holistic customer view.
• Businesses need robust lookalike modeling to help them identify and reach people who closely resemble their ideal customers.
• Companies should be able to precisely target customers and prospects across various digital channels, including programmatic, display, mobile, social, and email.
• A successful omnichannel personalization strategy requires messaging that remains consistent across programmatic, display, social, mobile, CTV, and email.
• Marketers must be able to ensure privacy-compliant audience activation that allows them to target audiences while adhering to GDPR, CCPA, and other global privacy regulations.
• Organizations need to be able to enrich their first-party sales and marketing data with business and consumer linkages, providing a more complete view of prospects and customers.

Addressing all the above needs in a blended B2B2C capacity requires a sophisticated approach to identity resolution. 

The Inner Workings of a Modern Identity Solution  

Marketers and sales teams can no longer afford to rely on fragmented, outdated data solutions. Omnichannel personalization requires a unified, compliant, and future-proofed data strategy that bridges B2B and B2C identities. Here’s how D&B ID Graph Plus delivers on the current requirements of true omnichannel personalization: 

• Insights and Analytics: D&B ID Graph Plus provides privacy-compliant identity resolution, seamlessly linking business and consumer data (B2B2C) to create a unified, accurate customer view.
• Lookalike Modeling: Built on Dun & Bradstreet’s extensive, continuously refreshed dataset, D&B’s identity resolution is reliable, scalable, and future-proofed for evolving marketing needs.
• Precision Targeting: D&B’s extensive B2B and B2C datasets cover millions of businesses and consumer records, encompassing a wide range of industries, companies, regions, and individuals, such as Gen Z and credit invisibles.
• Cross-Channel Audience Activation: D&B’s data connects effortlessly across programmatic, social, mobile, and CTV platforms, enabling frictionless identity activation and optimized audience reach. ID Graph Plus helps brands connect with business decision-makers and consumers across multiple touchpoints, ensuring consistent, data-driven engagement strategies. 
• Privacy Compliance: D&B’s focus on responsible data processing and regulatory compliance builds client trust and positions the company as a leader in the market. As a responsible data steward for almost 200 years, D&B strives to balance its commercial obligations and responsibilities with respect for the interests of the organizations and people about whom it processes data. 
• First-Party Data Enrichment: D&B ID Graph Plus helps companies discover high-value prospects by developing enriched lookalike profiles, improving campaign efficiency, and expanding market opportunities.

As consumer expectations rise and AI-driven engagement accelerates, businesses must ensure their data partners can support personalized, seamless customer experiences at scale. Are your data solutions ready for the future of omnichannel personalization?