Orb Intelligence and LiveRamp Partnership Unlocks International B2B Data-Driven Advertising Opportunities

Orb Intelligence announced today the public launch of their B2B Audience
Targeting Solutions. The solutions combine Orb’s industry-leading
international B2B data set with the largest independent identity graph,
enabling marketers to build international B2B campaigns using GDPR
compliant data across the digital ecosystem.

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Over the last 5 years, Orb Intelligence has built a reputation for
providing high quality, firmographic data that has been used to enrich
account records in CRM and Marketing Automation systems. Now agencies
and brands will also be able to use Orb’s firmographic data for
programmatic B2B advertising.

Through its strategic partnership with LiveRamp
B2B, Orb has onboarded their comprehensive global firmographic data
set of over 46 million active companies. This gives B2B marketers the
unprecedented ability to programmatically target businesses
internationally, across all industries, including small and mid-size
(SMB) companies.

Orb’s taxonomy has over 400 B2B audience segments covering Firmographic,
Technographic and Intelligent categories. In addition, marketers will
also be able to build custom segments based on lists of target accounts,
corporate IP addresses, and niche firmographic segment criteria, or by
leveraging Orb’s proprietary lookalike models to target prospective
customers.

Customers will be able to access Orb’s firmographic data through the
LiveRamp IdentityLink Data Store for activation across the leading DSPs.

Alex Southworth, Orb’s Head of Business Development said, “B2B marketers
should be very excited about this announcement, as this is the first
time that they will have access to GDPR compliant data with this scale,
that will enable them to accurately target businesses and easily execute
B2B campaigns internationally. Historically this capability has been the
preserve of dedicated ABM vendors who have invested in curating and
onboarding their own proprietary data; With the help of LiveRamp, we’ve
removed that barrier and opened up the capability to all B2B marketers.”

“Three significant trends are driving the use of programmatic media
buying by B2B marketers. They are the 'consumerization' of the B2B
buyer; an accelerating shift to ABM; and a growing awareness of what
programmatic media buying is and how to use it”, according to the March
2017 Forrester report, Making Programmatic Advertising Work For B2B
Businesses. The report also noted that, “for B2B marketers using
programmatic advertising as an extension of account-based marketing,
IP-based targeting is a critical capability to devise advertising
tactics rooted in their broader marketing strategy.”

“B2B marketers seek high-quality firmographic and technographic
audiences to power their global marketing initiatives, including Account
Based Marketing, and measure the impact of their marketing spend,” said
Pieter De Temmerman, COO of LiveRamp B2B. “We’re excited to be
partnering with Orb Intelligence, bringing global scale and targeting
capabilities to B2B marketers everywhere.”

“This new dataset is a crucial layer in being able to deliver scale to
ABM-focused digital advertising programs, enabling B2B marketers to
maximize penetration across a target set of accounts,” said Liam
Blackwell, President at B2B QI, a B2B Digital Marketing Consultancy.
“The ability to leverage Orb’s expansive global dataset to define,
refine and ultimately target account lists based on firmographic
analysis is an extremely useful tool in global ABM campaign design.”

About Orb Intelligence

Orb Intelligence is a global firmographic data provider (http://www.orb-intelligence.com/).
Orb’s clients include some of the world’s largest enterprises and
leading B2B sales and marketing solution providers.

Orb is focused on providing our clients with high quality information on
companies, that are used across a number of use cases including CRM data
enrichment, master data management, account based marketing and B2B
predictive analytics. Orb’s proprietary database covers more than 46
million companies in over 150 markets.

Related Links
http://www.orb-intelligence.com

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