The article discusses the complexities of managing customer identity in a landscape of fragmented data and strict privacy regulations. It highlights the shift toward a business-to-person marketing strategy, which requires B2B marketers to integrate business and consumer identities. Composable identity solutions are presented as key tools to address these challenges, allowing businesses to harmonize various identities across platforms while maintaining security and compliance. This approach enables effective engagement with decision-makers in both personal and professional contexts, ultimately enhancing marketing efforts.
Managing identity has never been more complex due to fragmented customer data and tightening privacy regulations, requiring B2B marketers to adopt composable identity solutions.
In B2B marketing, adopting a business-to-person strategy helps marketers connect with decision-makers across personal and professional contexts, leveraging various interactions and platforms.
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