Big Tech is increasingly on the defensive these days. One front is Australia’s demand that Google pay news organizations for links to their content. Google threatened last week to remove its search engine from Australia rather than comply. Remember when Google said there’s no need for anti-trust regulation because it faces so much competition?
Google probably doesn’t consider B2B identity resolution vendor Versium as a competitor. But Versium is positioning its latest offering as a way to escape from Google and other “walled gardens”. The extension lets its REACH platform connect business professionals to their consumer identities, giving B2B marketers more ways to reach them and letting consumer marketers target them too.
Speaking of B2B marketing, this LinkedIn study finds that B2B tech buyers are like consumers: they rank price and features as most important when selecting a new vendor. Less expected: 63% of tech purchases are influenced by functions outside of IT. Call them “citizen tech buyers” if that makes you happy.
The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.