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Hi-Res ABM

Accounts don’t make decisions, people do

09/08/2021

If you're at B2B Marketing Exchange, join us at Influ's booth #300 😎 And get your sweet macaron from a homegrown Boston business - 🍬

15/01/2021

IP targeting + Cookie + AI = Random Traffic? In the WFH world, ABM advertising has limited targeting capabilities. So, why have your ABM metrics remained good when they shouldn’t have? Can you trust account engagement metrics at all?

In the WFH world, ABM advertising has limited targeting capabilities. So, why have your ABM metrics remained good when they couldn’t?

06/01/2021

A world, painted by the marketing narrative, is all-shining, beautiful, and pixel-perfect. We are so obsessed with this creation of our minds that we tend to perceive our work through the same rose-colored glasses.

And then the tough questions come in. Why does our ABM program rock, but the sales department complains that there are no results? How can website visitors read a 15-minute article in less than 20 seconds on average? Who sees our ads if we target people based on their office IP while they work from home? Can our ABM program claim account-wins if there were no conversions for these accounts?

We need to take a sober look at our toolkit. It’s about obtaining an undistorted perspective of the harsh realities of a world with tightening privacy, a world controlled by the FAAMG monopoly, a world of stretched “10x improvements” with no appropriate method for measuring them.

We commit to digging deeper, sharing what we find, and challenging every authority, including our own. Stay tuned!

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