Identity management has never been so complex. Customer data is fragmented between systems, confidentiality regulations are tightening and companies need different identity capacities at different stages of their marketing and data strategies. The challenge is not only identity management – it controls it: use it where and how it is necessary without unnecessary constraints.
For specialists in B2B marketing, this is exacerbated by the difficulty of bringing together commercial and consumers, who come from disparate data games. More sophisticated marketing specialists now adopt a business strategy, where these two identities are no longer divided.
The challenge is to create an identity solution that effectively takes all the relevant information and makes it feasible. Composable identity solves this problem; Unlike rigid and group solutions, it is modular, interoperable and designed for control.
At the time of increased confidentiality requirements, identity control is not optional – it is essential. Businesses need solutions that do not introduce additional complexity or force for ecosystems controlled by suppliers. Instead, identity should work transparently on all platforms, allowing companies to maintain compliance while accelerating activation and measurement.
Why corporate marketing to person requires composable identity solutions
B2P marketing reflects a fundamental change and an opportunity for B2B marketing specialists to connect with potential customers in a new way. Commercial decision -makers engage in content in personal and professional contexts, using consumption platforms and devices outside of traditional commercial environments. Reaching them effectively requires bringing together several sources of identity while maintaining security, conformity and scalability.
To achieve the full value of B2P, companies need identity solutions that can connect commercial data and consumption sets, resolve anonymous signals with usable information and ensure that identity is available in all marketing and activation environments.
However, traditional identity platforms are struggling to support this level of flexibility. Many companies force a rigid and prepackaged battery or require several solutions of disconnected points which create ineffectiveness.
This is where the composable identity is found. Companies can integrate identity into their own environment, guaranteeing compliance while reducing ineffectiveness caused by excessive transcoding and supplier dependencies. Instead of being locked in a single approach, they can only select the identity components they need and on a scale as their needs evolve.
This level of flexibility allows complete marketing programs and guarantees that identity is available in all marketing and activation environments. A composable identity approach eliminates the obstacles from pre-battled identity solutions by allowing companies to merge the identity data of companies and consumers in their terms, without adding a friction or increasing the risk of conformity. This need for flexibility and interoperability has led Dun & Bradstreet, one of Adstra's data partners, to adopt a composable identity approach to feed its B2P strategy.
How composable identity fuels the B2P strategy of D&B
The ability of Dun & Bradstreet to execute B2P marketing is based on control, adaptability and transparent integration – key elements that allow composable identity. Unlike traditional identity solutions which require an organization to take advantage of external platforms to carry out their data processing, D&B and ADSTRA jointly allow their customers the possibility of preserving critical identity functions in their own environment. This means that identity can be managed, resolved and activated while providing business visibility on how identity is used through its ecosystem.
By providing internal identity, Dun & Bradstreet reduces dependence on third parties who often introduce ineffectures, limit personalization or create risks of confidentiality. Dun & Bradstreet can configure identity workflows according to the specific needs of a customer instead of counting on a unique system. This includes resolution of anonymous website traffic to known commercial prospects, enriching public intelligence and by transparent identity in all marketing and CRM environments.
A key advantage of composable identity is to eliminate unnecessary transcoding. Traditional identity systems often require repeated conversions to operate on different platforms, adding the cost, complexity and potential loss of data at each stage. By building its strategy around composable identity, Dun & Bradstreet can operate directly in its own data infrastructure, avoiding these ineffectiveness while improving speed, precision and scalability. Better still, Dun & Bradstreet can transmit all these advantages to its customers, which can, in turn, use the advantages of composable identity.
This approach guarantees that identity is always available, adaptable and usable – whether used for customer information, media activation or account -based marketing – instead of forcing identity in predefined structures.
Why identity control helps marketing specialists to overcome challenges
As compliance requirements become more strict, companies must ensure that identity solutions improve safety rather than introducing risks.
Identity control improves compliance while reducing operational ineffectiveness. Companies based on the identity managed by suppliers are often faced with excessive transcoding charges, where the data must be transformed several times to operate on different platforms. Each transformation adds the cost, complexity and risk. A composable model eliminates these challenges by allowing companies to work in their systems without the need for constant data conversion.
B2P is an important opportunity for companies to join decision -makers with greater precision. To take full advantage of it, companies need a flexible, evolving and built identity framework for interoperability. Component Identity meets this need, ensuring that companies can activate, integrate and control identity without compromise.
Sponsored by Adstra
