Revenge of the Data Nerds: Who Will Be the Next Heartthrob of the B2B Data Market?
ADOTAS — A quick glance at the dance card of digital B2B data providers reads like a dotcom spelling bee. I don’t mean to disparage these brands (or their clever use of the English language), but noticeably absent from the RSVP list are the more academic-minded stalwarts of the B2B database marketing industry. Traditional, class valedictorians are studying hard, and making great strides to bridge the digital gap, but to date have steered clear of the dance floor. They appear to be content hanging out by the punchbowl while the new guy gets his groove on. Things are about to change however and one of these players just might put on the dancing shoes and show moves that would teach Justin Timberlake a thing or two.
Flashy, life of the party first movers, ones that lack the burden of legacy systems and customer commitments, have been able to turn some heads in the B2B digital data arena. While some might say the marketplace is somewhat desperate for anything new and different, when it comes to long-term relationships, trust, dependability and commitment still matter. The experience, infrastructure and capabilities that traditional B2B data companies bring to the party cannot be more understated. Think humorous, kind, stable job – you know, the marrying type.
There are two primary reasons why the battle for affection over database marketers is not a fair fight – quality and depth. For decades traditional B2B data companies have invested heavily in quality and have mature verification and validation processes that ensure greater accuracy. In addition, their direct mail upbringings have developed their modeling and segmentation expertise. As a result they are able to offer far better insights and greater depth to the data they bring to market. Add to the mix the requirements of the data driven, omnichannel marketer and the need for data partners that can support all messaging channels, and it becomes clear who the odds favor.
A secondary reason for the unfair advantage these players hold stems from the evolution of the data industry and the “big data” revolution. While traditional companies have been working to “bridge the gap” from offline to online, companies specializing in “bridge building” have emerged. These digital wingmen enable businesses that, in the past have struggled with sudden shifts in technology, to keep pace. The emergence of DMPs is a prime example, as well as companies such as my own (shameless plug) that provide domain expertise, infrastructure and tools. As a result, technical barriers are much easier to overcome making some of the trickier dance moves a little easier to learn.
Ultimately, the battle for who gets the B2B data bachelor (or bachelorette) comes down to the courage to make a move. Already there are several signs in the marketplace that the data superpowers are trading their pocket protectors for skinny jeans and hoodies. Most noticeable is D&B (Dun & Bradstreet). In addition to hiring a new CEO with a proven track record in the digital arena, D&B has released some very intriguing product offerings in the past year. Furthermore, it was just revealed that D&B targeting data will be available on the BlueKai Audience Data Marketplace. This represents a significant move for D&B and should put the rest of the market on notice. Current online data players will need to focus their attention on how they address depth of offering and quality while traditional players will need to step up their game.
In the end, results are the difference maker. All digital marketing disciplines (search, email, display, social, mobile, etc.) have pursued an aggressive path of greater precision, greater accuracy and more choices in order to deliver the promise of results. The B2B digital data market is no different, and I expect to see a familiar name get the trophy when it is all said and done. Oh, and don’t be surprised by their age either.
No comments yet
Leave a Comment
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens March 6th 2014 SAN FRANCISCO, March 6, 2013 (ADOTAS) – Twelvefold, a big [...] more »
- DataXu Adds Video to Private Exchange Capabilities March 6th 2014 BOSTON, March 6, 2014 (ADOTAS) – DataXu, a leading provider [...] more »
- YuMe, Magid and Razorfish Reveal CTV Creative Best Practices in Latest Study March 6th 2014 REDWOOD CITY, Calif., March 6, 2014 (ADOTAS) – YuMe, Inc. [...] more »
- RR Donnelley Announces $350 Million Debt Offering March 6th 2014 CHICAGO, March 6, 2014 (ADOTAS) – RR Donnelley & Sons [...] more »
- Getty Images to Showcase Free, Legal Embed Capability at SXSWi March 6th 2014 NEW YORK and AUSTIN, March 5, 2014 (ADOTAS) – Global digital [...] more »
- Facebook’s Atlas Solutions Partners with Cross-Screen Ad Platform Innovid March 5th 2014 ADOTAS — Tablets, smartphones, laptops are all competing for people’s [...] more »
- LinkedIn Introduces Sponsored InMail on Mobile March 5th 2014 ADOTAS – LinkedIn expanded its mobile ad offering today with the [...] more »
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns March 6th 2014
- 6 Trends That Reinforce the Need for Unified Data Collection March 6th 2014
- 4 Important Lessons B2B Marketers Learned in 2013 March 5th 2014
- 3 Signs Your Marketing Program is Failing March 4th 2014
- Start Your Engines: A Sneak Peek at SXSW 2014 March 4th 2014
- Marketing Operations Manager - Healthcare
- Director Digital Engagements
- Website Designer
- Online Account Manager
- Online Media Buyer
- Spotlight on Search: Yahoo! Gemini vs. Google Enhanced Campaigns - Responsivemts | Responsivemts: [...] on a Smartphone, You'll Probably Finish on a LaptopDisney Interactive Lays Off 700 WorkersSpotlight
- Twelvefold Introduces Spectrum for Video: Real-Time, URL-Level Video Ad Placements Across All Screens - Responsivemts | Responsivemts: [...] for Quvenzhane Wallis in First 'Annie' TrailerFacebook Cracks Down on Illegal Gun PostsTwelvefold Introduces
- Tyler Burke: Nice article Patrica, and your right 2014 will need more engaging content that can be
- #DailyDigital Quick! Somebody Buy Someone! Anything! | Trey Peden - Digital. Marketing. Management.: [...] It’s Alive! Facebook’s Atlas Ad Server Adds Rich Media API Program I don’t really