ABM Display Advertising: Find New Revenue GOLD with Anonymous Visitor Journey Reporting

When running ABM display, ads are normally served to a list of cookies or IPs generated from your account list. However, with most ABM providers, when it comes to actually measuring the most important outcomes of your campaigns—who visited from what account, and how much each account engaged with your ads —a large percentage of site visits may end up being reported as anonymous visitors. With reverse IP all that you can find out is the account (company) that the anonymous visitor belongs to; and that again only when they visit your website from work or business IP addresses.

Unfortunately, a large proportion of your target account traffic–up to 80%– often ends up being reached via home IPs, through ISPs or through VPNs at those accounts.

Obviously this can create a problem for your ABM display measurement data. It’s important to be able to connect all the gaps in order to know which accounts you are engaging even when the visits are anonymous. Ideally, you want to go even further and understand more about that specific user or visitor.

Fortunately, there are new ABM technologies and processes that enable marketing and sales teams to get deeper insights. For example, Kwanzoo’s Visitor Journey tracking, which is fully integrated with online cookie data from Oracle|BlueKai for B2B (a third party data marketplace powered by the Oracle Data Cloud), identifies and tracks each user by counting every action from any IP address, and identifying key attributes, such as account name, job function, job level or seniority and geo location for those interactions.

Once you are armed with this level of insights on your visitors, you can even go one step further, using our new ABM Contact Discovery service to identify the specific contacts who comprise the key buying group at your engaged accounts. You can now turn anonymous website visitors from targeted accounts into known visitors. This helps your Sales team know exactly who to go after at accounts who have been engaging with your ABM display ads, and are likely to play a role in the purchase decision for your product or service. Sales can mine previous undiscovered revenue gold.

See how it works:

Get a complete picture of who is engaging with your ads and deliver useful data both for your marketing analysis (measuring the results of your campaign) and for your sales team (letting them know who to reach out to). Tap into new Revenue GOLD through ABM display ads today, and run a more complete and ultimately more successful ABM campaign!

Interested in learning more? Contact us, or sign up to try a demo of Kwanzoo’s ABM Display Programs with Anonymous Visitor Journey Reporting.

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