Business Agency GALE has announced a strategic partnership with commercial data company Dun & Bradstreet. The deal will enable GALE to leverage Dun & Bradstreet’s professional and firmographic profiling of over 100M business professionals in its audience segmentation algorithms, precision targeting and campaign measurement solutions.

The combination of GALE's audience-first marketing approach and Dun & Bradstreet's professional B2B2C identity graph and B2B audience data for targeting will allow B2B marketing leaders to go-to-market with a new degree of audience insight, precision and sophistication that has previously been reserved for their B2C counterparts.

GALE clients, including H&R Block and Dropbox, will benefit from the deal through improved offerings in four pivotal areas:

• Deeper customer insights. GALE’s B2B clients can now benefit from enriching their first-party CRM data with comprehensive data about professional, firmographic, demographic, psychographic, and interest profiles of their customers and leads.
• Smarter models. With more detailed professional and personal profiling, GALE can build more powerful lookalike and segmentation models. In turn, stronger models guide smarter decisions about which audiences are more likely to convert or bring high LTV, and which value propositions are most likely to motivate them.
• Improved reach & brand recognition. By linking B2B profiles to B2C profiles and media consumption habits, GALE can help clients develop and activate surround-sound media strategies. Reaching B2B prospects in personal media channels can help B2B brands play the upper-funnel long game, by accessing lower CPMs and building brand recognition and preference with prospects over time - before they even know they need a solution.  
• Media cost efficiencies. Regardless of funnel stage or activation platform, GALE’s clients will benefit from preferred pricing for usage of Dun & Bradstreet’s market-leading B2B audience segments for targeting. They will also be able to leverage GALE’s direct connections between its ID Graph and media platforms to minimize onboarding fees.

“At GALE, more than 40% of our business is B2B and we expect this to increase as marketers in the space continue to increase their marketing spend and invest in brand-building activities,” GALE CEO Brad Simms said. "This partnership allows us to bring more value to our B2B clients, help them better navigate the complexities of the market and unlock the endless opportunities that this golden age of B2B presents.”

The deal with Dun & Bradstreet is another example of GALE’s commitment to forging strategic partnerships with industry leaders, such as renowned gaming specialist Moonrock Labs, to deliver best-in-class services to its clients.