Most B2B marketers assume that when someone from a company visits their website, that visit somehow belongs to the company’s digital footprint. In reality, this is only sometimes true. Whether
Why Cookie‑Based Attribution and IP‑Based Targeting Don’t Always Align In B2B marketing, companies no longer only want to reach individuals. They need to persuade organisations. This shift in understanding and
Most B2B marketers think in terms of companies. However, most advertising platforms still think in terms of users. That mismatch is the root cause of wasted media spend, weak attribution,