How the move to the cloud and work-from-homers are changing how anonymous B2B traffic is resolved to companies
A common method for associating anonymous website traffic with a company is to use the feedback loops found in the DNS that associate name servers with physical equipment. To varying degrees these are listed with entity names or have contextual clues in the domain string that point directly to the parent Company or through subsidiary relationships.
This technology type is integrated into various marketing service solutions designed to help marketers know who (which companies) are visiting their website so they can engage in further development. It’s accurate and fairly good at resolving very large organizations.
Where it’s leaving companies that could be resolved for further Account Based Marketing (ABM) work is in firms that allow employees to work from home outside of corporate VPN’s and in hosted equipment services like AWS and Google Cloud.
If you follow EMM, you’ll know our Linkkey product resolves B2B emails to B2C emails through a series of logic’s at various confidence levels. What you may not know is that when we walk the B2C email over to the B2B file, the B2C consent information comes with the email. Within that information is a series of IP addresses over time collected for the purpose of documenting marketing consent.
So how does that give us an IP address for a company? Linkkey is able to associate a consent IP (or IP’s) with a business contact, associate that contact with a company, then use groups of contacts at companies to build an IP profile of the company!
This provides ABM’ers with more IP’s to serve targeted ads to and it can be done using any of the targeting details on the offline record, not just company level data.