As buyer journeys become more complex and fragmented, marketers are confronting a new reality: the clear divide between B2B and B2C personas no longer exists. People don’t toggle neatly between a “work self” and a “home self”—they exist across a continuum. A procurement manager researching SaaS tools during the day may be browsing for hiking gear that evening. The question for marketers isn’t which identity to engage—it’s how to reach the whole person.

This shift has accelerated the need for high-quality B2B2C data: identity-linked insights that connect consumer behavior with professional context. At the core of this approach is the ideal person profile (IPP)—a robust, multidimensional customer identity that merges first-party data with verified business and consumer attributes. IPPs serve as a bridge between roles, platforms and behaviors, enabling brands to create smarter, more human-centric campaigns.

Here are six key use cases where high-quality B2B2C data, enabled through the development of IPPs, can deliver real business value.

1. Insights and Analytics

Marketing strategies are only as strong as the insights behind them. By linking professional contact information with rich consumer attributes—interests, affinities, demographics, purchase intent—marketers can create IPPs that offer a complete picture of their audiences.

This holistic understanding supports more effective segmentation, sharper campaign planning and deeper post-campaign analytics. Instead of building personas on assumptions, brands can ground decisions in data that reflects how individuals think, act and buy across work and life.

2. Lookalike Modeling

With acquisition costs rising, the pressure to scale efficiently is higher than ever. Lookalike modeling powered by IPPs helps marketers identify new prospects who resemble their highest-value customers—not just in terms of job title or industry, but also through personal interests, digital habits and purchasing patterns.

This approach improves audience quality and conversion potential, as lookalike models built on IPPs are fueled by both deterministic business data and rich consumer signals. This enables smarter, more predictive expansion.

3. Precision Targeting

The promise of precision targeting has always hinged on the ability to accurately identify and reach individuals with relevant messaging. IPPs make this more attainable by tying together business credentials and consumer traits in a privacy-compliant, actionable format.

Whether activating media across mobile, display, social, CTV, DOOH, audio or email, IPPs allow for more refined filters—targeting the specific decision-maker who fits both the right professional profile and personal mindset. This dual perspective helps reduce waste and increase the impact of every impression.

4. Omnichannel Personalization

Consistency is the hallmark of great customer experiences. But without a unified view of your audience, personalization efforts often fall flat or create disjointed brand interactions. IPPs enable consistent personalization across channels by ensuring you’re engaging the same individual—whether they’re on a B2B research site during the day or streaming content in the evening.

With access to unified identity signals, marketers can tailor tone, messaging and offers based on context, delivering more relevant experiences throughout the customer journey.

5. Privacy-Compliant Audience Activation

Data privacy regulations and restrictions are reshaping the marketing landscape, from GDPR and CCPA to the declining relevance of third-party cookies. The creation and use of IPPs must be built on data that respects consent, transparency and compliance.

When developed using hashed identifiers and responsibly sourced datasets, IPPs support audience activation without sacrificing regulatory alignment. This allows marketers to maintain addressability in a privacy-conscious environment.

6. Marketing and Sales Data Enrichment

Many organizations already have a wealth of first-party data. The challenge lies in turning it into something actionable. Enriching existing records with both consumer and business signals—such as purchase intent, household demographics or decision-making authority—enables the creation of IPPs that fuel better marketing and sales coordination.

This type of enrichment supports more effective lead scoring, deeper customer understanding and more tailored outreach. In short, it helps teams prioritize the right prospects and personalize their approach.

Closing the Identity Gap

While the use cases above demonstrate the breadth of what’s possible with IPPs, the success of any B2B2C strategy depends on the quality of the data that powers it. Creating unified, accurate and privacy-conscious IPPs requires a foundation of linked identity data at scale—something many brands struggle to achieve on their own.

That’s where Dun & Bradstreet’s ID Graph Plus comes into play. Built to enable IPP development, it offers expansive coverage of 127 million professionals and 250 million consumers, linking verified business and consumer identities through hashed emails and layering in more than two billion digital attributes. This allows brands to enrich their first-party data and engage individuals across channels in a compliant, meaningful way.

Ultimately, the goal isn’t to market to job titles or households—it’s to connect with real people, with real context. By investing in the right data strategy and prioritizing the creation of IPPs, marketers can unlock better insights, better targeting and better outcomes.

The future of marketing lies in understanding the full customer. It starts with bridging identities, and it ends with building real relationships.