ABM Blogs

Ecosystem-led growth (ELG) is a growth motion that uses partner networks, integrations, and multi-vendor ecosystems as the primary sales and marketing channels, rather than relying on direct sales teams.

Cookieless targeting for B2B is the practice of identifying, segmenting, and reaching business accounts and prospects without relying on third-party cookies, using IP addresses, first-party email data, and account-based identifiers instead.

B2B programmatic advertising is the use of automated, algorithm-driven systems to buy and deliver display and video ads to business accounts in real time, using company data (firmographics, intent, fit) to target and optimize delivery rather than relying on keyword matching or manual placement buying.

Account match rate (AMR) is the percentage of accounts on your target account list (TAL) that an ABM platform successfully identifies in your first-party data (website visitors, email list, CRM records) using IP resolution, email matching, and data enrichment techniques.

Account-based retargeting (ABR) is an advertising strategy that uses IP targeting, account identification, and ad networks to deliver personalized display or video ads to all employees at a target account after they’ve shown engagement with your website or content.

Website visitor deanonymization is the process of identifying anonymous website visitors by name, company, and role using IP address mapping, account intelligence, and behavioral analysis to reveal the actual people researching your solution.

Predictive lead scoring is a machine-learning approach that analyzes historical customer data and behavioral patterns to automatically score prospects based on their likelihood to close, eliminating manual rule-based scoring and adapting as your data evolves.

B2B lookalike audiences are algorithmically-generated lists of accounts or individuals that share key characteristics (firmographic, technographic, behavioral) with your existing best customers, used to identify and target high-potential prospects similar to those already winning deals.

Contact enrichment is the process of appending missing or outdated contact data to existing records using third-party data providers, enriching your CRM with current email addresses, phone numbers, job titles, company information, and technographic data.

Buying committee identification is the process of discovering and mapping the specific roles, individuals, and influence patterns within a target account that shape purchasing decisions for your solution category.

B2B demand generation is the process of creating and nurturing buyer interest in your solution through targeted campaigns, content, and multi-touch engagement designed to move prospects toward sales conversations.

Anonymous traffic identification is the process of reverse-identifying website visitors, attributing them to specific companies and often individual names, based on IP addresses, behavioral patterns, and account intelligence data without requiring form fills or logins.