Merkle Launches Its Data Service For Businesses

As it becomes ever more apparent that the business-to-business sector often demands the same services and buying experiences as those within the business-to-consumer market, some service providers are taking their successes within their B2C operations and offering them to the B2B side.

One of these companies is Merkle, a marketing agency that offers data sourcing and aggregation tools – and no longer just for B2C customers.

“We’ve leveraged our long-standing, industry-leading expertise and capabilities in B2C data sourcing in order to create the most robust B2B marketing platform available,” Marc Fanelli, Merkle Vice President and general Manager of Global Data Solutions, said in a statement released Monday (March 2).

The remarks coincided with the release of Merkle’s new DataSource for Business, a multinational database that allows B2B marketers to collect and analyze data crucial to successful sales operations.

Information supplied by DataSource for Business includes financial, firmagraphic and contact information for millions of businesses and their executives across the globe, the company said. Merkle added that the service is especially useful for SMEs.

Offering a global resource for businesses, DataSource collects information from top data suppliers in each country in which it operates. “Our data-agnostic sourcing approach ensures our clients obtain access to a highly scaled source of sites and contacts that have been aggregated from best-in-class data within each country,” Fanelli said. “Thus data coverage, data element fill rates, data accuracy and ultimately data performance will create a strategic advantage for companies that seek efficiencies with how they source the best information to drive actionable insights.”

Merkle’s decision to offer its data solutions for the B2B market reflect the evolving importance of big data for buyers and suppliers. As technology implements deeper into B2B operations – from digital procurement and e-invoicing to SaaS – experts agree that it is crucial for B2B players to be able to collect and analyze data in real-time to accurately asses the health of their businesses.