Good morning Marketer, how do you track corporate IPs when everyone works from home?
For account-based marketers (ABM), corporate IP addresses can be a critical part of a modern ABM strategy, enabling those in the B2B space to reach potential buyers with highly-targeted campaigns. With much of the corporate workforce still remote, marketers should consider if their ABM efforts are being impacted by a corporate IP lookup problem.
“During the early days of the pandemic, there were a lot of questions about whether an ABM approach would still work, since it might be more difficult to match individuals to companies with so many people working from home,” said CMO Peter Isaacson. “However, we were able to maintain, and recently, even increase our match rates and accuracy during this time.”
The key, Isaacson explained, is combining proprietary company IP matching data with individual cookie data. “Together, this helps us correctly identify companies, even as employees are working from home, and target those accounts with ads or personalized web experiences.”
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Taylor Peterson,
Deputy Editor
