Account-Based Marketing and Personalization: A Multi-Layered Approach

Account-Based Marketing (ABM) has been a hot topic in B2B marketing strategy lately. Marketers are going crazy for the ability to collect information on their targeted accounts and use it to reach them more effectively. There are many different ABM approaches that marketers can take to do this (email campaigns, digital advertising, trade shows, etc.), but one of the more common tactics is to use reverse IP lookup to identify when an employee from a particular company lands on your homepage. Typically, marketers are looking to ensure that visitors see content specific to their industries on the homepage. The problem with this is that reverse IP lookup technologies, including our own B2B Detect product, have limited coverage. Only companies with their own dedicated IP address ranges match to an account or industry with these technologies, and even in those companies, [...]