An Identity Graph is an online database of crucial data about your potential customers - it consists of customer profiles and all the known identifiers that are tied to those individual consumers. Typically, B2B data focuses on business identifiers, while B2C data can reveal consumer information that provides clues to the emotional reasons and process your customers use when making buying decisions. By combining B2C and B2B data, marketers can develop a more complete profile of a potential customer so they can tailor more relevant content for that customer and get better engagement on marketing campaigns. Read more about our proprietary graph here.