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 →

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 →

Predictive Modeling for Top-of-Funnel B2B Demand Generation

Posted on June 12, 2014 by Mani

Over the past few months, we have been watching with great interest several new companies in the “predictive analytics” space. We have met with several of them at the recent Marketo Summit 2014 in San Francisco, and the SiriusDecisions Summit 2014 in Orlando.

During these summits, we spoke with the companies to see how we could generate predictive B2B target account lists and contact lists for our customers as follows:
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Kwanzoo Ranked in the Top 2% on Slideshare

Posted on January 27, 2014 by Mani

We are super excited. Kwanzoo was just ranked in the top 2% of most-watched B2B and B2C marketing content on Slideshare for 2013! We pride ourselves on providing a wide variety of high-quality, informative resources for demand marketers. Here’s a recap of our most-viewed resources:

Slideshare Top 2%

Display Advertising 101

An introductory presentation and on-demand webinar on display advertising for marketers who know how to generate leads on their website, or how to run email campaigns, but are new to display. We cover display advertising concepts, help you advocate for your needs and priorities with colleagues in corporate marketing, brand advertising, or at your media agency.

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Tag Archives: display

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

Predictive Modeling for Top-of-Funnel B2B Demand Generation

Kwanzoo Ranked in the Top 2% on Slideshare

Display Advertising 101