Why Not All B2B Traffic Lives on Corporate Networks
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 that visit can be turned into a targetable account depends entirely on what kind of network carried the traffic. To understand why this matters, it […]
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 […]
When SEO Meets ChatGPT: Why B2B Brands Need Display Advertising to Stay Discoverable
In a world where AI assistants answer questions faster than Google can list them, how do B2B brands stay visible? Traditional SEO isn’t dead but it’s no longer the only gateway to discovery. The rise of ChatGPT, Copilot, Perplexity … means decision-makers increasingly rely on AI-driven summaries and suggestions, not search results pages. For B2B […]