Account-Based Marketing 411: Cookie-Based vs. IP-Based ABM

Posted on December 2, 2016 by Rachel Rocker

So…what’s the 411, anyway? If you’re a B2B marketer like me, you’re probably knee-deep in account-based marketing headed into 2017. And…if that’s the case – you’re probably wondering:

“What’s the big deal with cookies and IPs anyway? Does it really make any difference if my program is cookie-based or IP-based? How do I know when to use which?
Should I ever use both?”

That’s where this post comes in…I’m here to give you a quick rundown of what exactly it means for an ABM program to be cookie-based vs IP-based and when and where you can use each one. Continue reading →

ABM Done Right: Going Beyond Flipping Funnels

Posted on April 7, 2016 by Mani

What is “ABM Done Right”?

Over the past year, many B2B marketers are pursuing Account-Based Marketing (ABM) programs to drive more demand. These marketers realize that traditional lead-based marketing has not been tightly aligned with the goals of their sales teams. They find that Sales needs help penetrating and closing deals across a defined universe of target accounts. While much of the conversation in the industry to-date has been about explaining ABM and its value, we at Kwanzoo believe it’s time to move the conversation beyond ABM to “ABM Done Right”.

Why Does “ABM Done Right” Matter?

We believe that it is not enough to simply pursue ABM as the newest marketing approach that’s en vogue or “cool” today. The only way an ABM program will experience sustained use and continued growth at B2B companies is if it delivers results–and delivers them early. Continue reading →

Eliminate Double-Counting of Display Conversions with In-Banner Form Ads

Posted on July 7, 2014 by Rachel Rocker

For the past decade or so, businesses have been hesitant to invest (more) in display advertising. The primary reason? Marketers are often unable to connect their display media spend to subsequent conversion events on their website.

The main obstacle marketers face is their inability to connect a specific display ad with the conversion, viz: purchasing a product or service, signing up for a webinar, or downloading an ebook. The key question for them: how can this linkage be established, when they can’t control how their prospects might behave, or predict the exact time and place of a conversion action? Continue reading →

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ABM Done Right: Going Beyond Flipping Funnels

Eliminate Double-Counting of Display Conversions with In-Banner Form Ads