Identity is a must for B2B organizations to best reach key buyers in a privacy-safe way. Historically, organizations would manage lead generation efforts separately from their nurture, growth, and retention efforts. This resulted in disjointed teams, disjointed messaging, and cold-start problems that could be avoided if all efforts were being coordinated through one platform. At the same time, lead generation efforts largely depended on third-party cookies, which are going away.

In part two of our three part video blog series with Merkle's Beth Billingsley and ActionIQ's James Meyers, they'll share the future-proofed solution to enable marketers to increase leads, boost conversions, and improve audience intelligence, effectiveness, new customer acquisition, and revenue generation.