B2B Addressability: Turn Business Emails Into Full Consumer Identity
Your CRM is full of business emails. Your ad platforms run on consumer identity.
If you're a B2B company, most of your first-party data lives in work email addresses — but Meta, Google, TikTok, CTV platforms, and most programmatic exchanges are built around personal identifiers: personal emails and their hashed equivalents (HEMs), and mobile ad IDs (MAIDs). That mismatch is why so many B2B advertisers can't find their own prospects and customers on the platforms where their audience actually spends time. And even when they can, a single HEM only goes so far — most people rotate between several personal emails, so real reach depends on resolving multiple HEMs per person, not just one.
Retention.com closes that gap — turning a business email into a fully addressable consumer profile, ready to activate anywhere.
Business emails don't match the way ad platforms see people.
Low consumer match rates
Business emails have low match rates on ad platforms built for consumer identity.
One identifier isn't enough
Even when a business email does match, it's usually just one identifier — not enough for frequency, reach, or omnichannel targeting.
A single HEM caps reach
Most people have several active personal emails, and platforms only match on the ones you actually have.
Buying committees are multi-channel
Buying committees include multiple people, multiple devices, and multiple channels — a single email doesn't cover any of that.
No one starts from business email
Most identity providers can resolve consumer households. Almost none start from a business email and work backward to the person.
From business email to multi-identifier consumer profile.
Three steps to make your B2B list addressable everywhere.
B2B Email to Personal Email
We take the business email you already have and resolve it to the real person behind it — matching to their personal email address(es). This is the critical first hop: without it, nothing downstream is addressable on consumer ad platforms.
Identity Expansion
Once we've identified the person, we expand the profile: additional personal emails and their corresponding hashed emails (HEMs), verified contact points, and person-level attributes. The more HEMs we can resolve per person, the more surface area you have for matching on Meta, Google, CTV, and the open exchange.
MAID & Device Resolution
From that expanded consumer identity, we resolve mobile advertising IDs (MAIDs) and other device-level identifiers tied to the same person — so you can reach them across mobile, CTV, and programmatic, not just email.
The result: one business email in, a multi-identifier consumer profile out — multiple personal emails and HEMs plus device-level IDs — delivered directly into your data warehouse, ready for activation through the tools you already use.
Built for B2B advertisers.
Higher match rates
Personal identifiers match dramatically better than business emails on Meta, Google, and the open exchange.
Multiple HEMs per person
Most people rotate between several active personal emails; resolving all of them multiplies your match surface area across platforms.
Full-funnel reach
Target the same contact across email, social, mobile, and CTV instead of a single channel.
Buying committee coverage
Expand beyond a single contact to reach influencers and decision-makers tied to the same account.
Better retargeting & suppression
Match website visitors, demo requests, and closed-lost leads to real people, not just form-fill emails.
No graph to maintain
We handle resolution and refresh; you keep using your existing data stack.
Plug into your existing workflows.
Demo & trial retargeting
Retarget demo requests and free-trial signups who converted with a work email.
Account suppression
Suppress closed-won or closed-lost accounts from prospecting campaigns.
Intent enrichment
Enrich intent and firmographic data with reachable consumer-side identifiers.
ABM feed
Feed ABM programs with device- and household-level reach, not just email.
Lookalike audiences
Build lookalike and expansion audiences off your actual customer base.
The same identity infrastructure that powers our own products.
This isn't a standalone identity product we built to sell data — it's the same data infrastructure that powers our own core point solutions, including RB2B for B2B website visitor identification and our ecommerce identity resolution product. That data now runs at scale across thousands of customers. We're simply licensing direct access to it.
We're not an identity resolution platform trying to replace your CRM or activation tools — we're the data layer that feeds them. Records land directly into your data warehouse, refreshed on an ongoing basis, so your existing tools do what they already do — just with a much deeper identity graph behind every contact.
See What Your List Could Look Like
Send us a sample of your business email list and we'll show you match rates, personal email coverage, and MAID resolution — before you commit to anything.