Leadspace’s new summer release to help brands improve targeting
Leadspace, a B2B customer data platform (CDP) provider, yesterday announced details of its new product release. Highlights include the addition of Equifax commercial data, the creation of direct connectors to advertising platforms, and expanded intent data capabilities.
Leadspace’s integrations with Equifax commercial data is expected to position Leadspace a complete data management and unification platform. The company says its flexible platform draws from over 40 data sources, enabling marketers to â€œconnect the dotsâ€ and drive bottom line growth.
â€œOne of our guiding principles is being data agnostic, so we’ve worked hard to build partnerships with a wide range of the best data providers in the industry. We’re excited to integrate Equifax commercial data into the Leadspace CDP, one of the company data sources with the broadest coverage across the globe,â€ notes Leadspace CEO, Doug Bewsher. â€œWith this release, we’ve also continued our work applying AI to additional B2B use cases, unifying customers’ internal data and intelligence, and activating all of it across any channel they use to interact with their end customers. The companies we work with are really helping push our platform to new levels with all their innovation.â€
Building on their channel-agnostic vision, Leadspace is also releasing the first of several direct connectors to popular social networks and advertising platforms to fuelÂ more targeted and data-driven audiences. Customers are using these connectors to activate audiences and reach the specific accounts and people that are more likely to buy, using data only available through the Leadspace platform like persona profiles, company fit scoring, intent, technographics, and more. These audiences are fed into the advertising channels, where customers can use the myriad of ad products â€” like sponsored posts, display ads, and lead forms â€” to drive more engagement, conversions, and opportunities.
Emerging CDP Trends Post COVID
As businesses embark on the journey to economic recovery, the ability to detect buying signals early in the journey and power personalized, relevant experiences will prove to be a powerful driver. Buyer habits now are skewed towards online interactions rather than physical ones even after shelter-in-place orders have been lifted. Creating exceptional customer experiences during these uncertain times will result in lasting loyalty as the situation evolves. And that’s what CDP companies like Leadspace are intending to achieve.
Newer CDP capabilities centred around analytics and measurement is helping brands gain visibility what customers want to buy, why, and with which channels. To that end, Leadspace’s AI-powered data activation capabilities will be invaluable for marketers looking to make a short and quick recovery.