On the 12th of February 2020, 180byTwo unveiled its AI-driven Customer Data & Identity Platform to help B2B marketers integrate their data-driven marketing endeavors & centralize their technology stacks for cross-functionality between several departments including operations, sales & marketing.

The initial launch of the AI-driven Customer Data & Identify Platform, called Unifi was partnered by some of the well-known names in the marketing world including Marketo an Adobe Company, Oracle Data Cloud, Lotame, LinkedIn, Pubmatic & the Trade Desk. Each of the partner companies provides important support to suffice the objectives of B2B marketers.

The AI-driven Customer Data & Identity Platform has been developed by 180byTwo’s AccountLink B2B graph, AI, and DAAS solutions. The platform enables B2B & Account-Based Marketers to execute a marketing program which not only can be easily split-tested & optimized for results but can also be used to deliver seamless experiences to all the prospects & customers across omnichannel.

Eric Shaffer, Founder, and CEO of 180byTwo explained that since the inception of ABM, marketers have been aspiring to leverage their prime asset ‘customer data’ across traditional as well as digital marketing channels & having an AI-driven customer data & identity platform (Unifi) will equip marketers to execute against this strategy.

He also enlightened on the mission behind the development of Unifi which was to provide B2B marketers with a range of solutions & technology partners to simply, accelerate & orchestrate their omnichannel marketing programs, in a way that energies relevant, quantifiable & repeated results in the long run.

He also elucidated the problem statement behind the development of the AI-driven Customer Data & Identity Platform, stating how even after the proliferation of account-based marketing in recent years, companies have struggled with fragmented point solutions. The development of Unifi will resolve the problems resulting from fragmented point solutions as the resources & human power competencies of the B2B companies will be optimally utilized.

Ben Goldman, CRO of 180byTwo stated that evolution is an innate necessity & a continuous process to suffice the client data & technology needs of the clients.

He further added that empowering their clients with the AI-driven customer data & identity platform called Unifi will allow the companies to personalize their messaging to the right contacts, at right time & to the accounts across multiple channels.

He also added that Unifi is capable of driving leads down the funnel.

The AI-driven customer data & identity platform combines proprietary data matching, identity resolution, AI-powered predictive intent & analytics for B2B marketers, serving as a central platform for translation layers for existing technology stacks.

Shahed Ahmed, Senior Vice President & Partner at Merritt Group stated that their company shared 180byTwo’s vision of building a unified Account-Based Marketing strategy.

He further added that their clients are spending a tremendous amount of time & resources to implement an effective data-centric marketing strategy across marketing channels & that the key ingredient of a unified marketing strategy is great data & technology, which was the prime reason of them partnering with 180byTwo. 

About 180byTwo

180byTWO employs data-driven decision making to create meaningful opportunities for their clients, partners & customers. They leverage cutting-edge technology analytics & data assets. Their approach to data solutions & services is intimate as well as collaborative. The company was founded in the year 2017, is headquartered in Clearwater, Florida & specializes in Data as a Service, Audience Solutions, Account-Based Marketing, Identity Resolution, Measurement, Omni Channel marketing & B2B Data.

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