Company‑Level Identification in B2B Marketing
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 focus has given rise to account‑based marketing, B2B intent data, and company‑level visitor analytics. But behind the scenes, two very different technologies are being used […]
Why B2B Advertising Breaks When It Uses B2C Targeting Tools
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, and ineffective account-based marketing. B2C platforms such as Meta, Instagram, Google Display and most mainstream DSPs were built to identify, track and retarget individuals. B2B […]
Top 10 Signs Your B2B Display Campaigns Are Reaching the Wrong Companies
In B2B display campaigns, precision is everything. You can have a brilliant creative, a great message, and strong media spend but if your ads reach the wrong companies, you’re simply fueling someone else’s awareness. In a digital landscape full of blurred data, shared devices and anonymous cookies, many B2B display campaigns miss their mark without realizing […]