I’ve spent a lot of time recently talking to Customer Data Platform vendors, or companies that looked like they might be. One that sits right on the border is Reltio, which fits the CDP criteria* but goes beyond customer data to all types of enterprise information. That puts it more in the realm of Master Data Management.

Acxiom has added self-service access to its massive Audience Cloud database of cross-channel customer data, Marketers can specify segments, set up test groups, and distribute audiences to their own systems or to advertisers through Acxiom’s LiveRamp partner network.  It’s just another step in making third party data more widely and easily available.

In the same way that Ginger Rogers did everything Fred Astaire did, but backwards and in heels, B2B marketers do everything that B2C marketers do with more complex data and fewer information sources.  Tech can help.  Demandbase just announced Buying Group AI, which uses you-know-what to identify buying team members and their roles.  It’s in beta for now.