Good morning, and have you heard the saying “ABM is B2B marketing”?

I associate the phrase with Sangram Vajre, an irrepressible evangelist for ABM and co-founder of ABM vendor Terminus. And it has never seemed more true: in the era of COVID, B2B brands facing a dearth of leads, as well as brands swamped with an over abundance, find it equally important to apply triage to accounts, and engage with them closely.

Unfortunately, COVID also reminds us that strategies and technologies in which we place our trust can let us down. Using AI to match online activity to corporate IP addresses was a major part of ABM until remote working came along. In the story below, we learn that there are fallback strategies, but this is COVID—yet again—showing us how it can disrupt things we long took for granted.

Kim Davis,
Editorial Director

 
 
 
ABM
 

What do you do when COVID makes corporate IPs redundant

Remote working is not universal, of course, and it may not be permanent. But more U.S. B2B buyers are working from home more than ever, and by no means all of them are ever coming back to an office—especially as CFOs eye the savings to be made on real estate.

The situation has led to extensive discussion by marketing ops specialists, especially those detecting a drop off in successful activity/account matching by their ABM vendors, about how to replace matching by the corporate IP address.  Speaking to some of the leading vendors, however, it became clear that the corporate IP address has not been the only identifier they’ve been using.

Cookies can fill in a lot of gaps. If a buyer has visited a B2B website from their corporate IP address, they’re rewarded with a cookie which, going forward, will be associated with the account at that address. Terminus told us it has long worked with a deep cookie pool and not relied primarily on the corporate IP. 6Sense also uses cookies, but emphasizes that the results are probabilistic (they get a confidence ranking), and even more problematic when spouses might be working for completely different companies from the same home IP.

Google is threatening the end of third-party cookies within the Chrome ecosystem. What we’re discussing here is not third-party cookies—but it’s worth pondering that cookies are another technology not entirely within the control of ABM vendors, but on which they’re now placing great reliance.

Read more here »

 

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Social
 

Twitter ad engagement drops, Snap Minis launch, more brands pause Facebook Ads

There’s a lot of activity in the world of social media right now, whether related to COVID or the intense political environment. Here are three stories we’re watching:

  • Twitter reported that even as monetizable daily active users increased by 34% to 186 million, ad revenue fell by 23% year-over-year to $562 million in Q2 (total revenue was $683 million, down 19% year-over-year), that’s coming off flat ad revenue growth in the first quarter of 2020. Performance advertisers are looking for engagement, and not finding it.
  • The erosion of ad support from big brands continued to plague Facebook. Disney has pulled ads for Disney+, and Walmart, Geico, Allstate, Kellogg’s, Kohl’s, Dell, McDonald’s, Peloton and Ikea have already joined the more than 1,000 brands suspending advertising for the month of July.
  • Snapchat rolled out Snap Minis, lightweight apps that allow users to perform a range of disparate tasks—like studying with friends—without leaving the Snapchat environment. More time engaged will likely encourage advertisers to spend.

Read More »

 
MarTech Minute
 

Cardlytics may not be the best known name in digital advertising, but with their reach boosted to 150 million monthly active users, it says it has become the fourth largest player in the U.S. digital ad space, just behind Google, Facebook and Amazon. 

The reason Cardlytics’ reach just increased is the launch of its long-anticipated partnership with Wells Fargo, adding another major bank to a list that includes Bank of America and Chase. Cardlytics delivers native ads to customers within the banks’ own digital channels. It allows brands to reach customers in secure environments, and to reach them with relevant offers based on transaction data. Cardlytics claims visibility into half the card swipes in the U.S.

Why we care. Cardlytics seems to be having success with a digital ad strategy completely different to those of other major platforms. It makes us wonder if there are yet more novel ad channels to be discovered out there.

Other announcements:

 

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What We're Reading
 

We've curated our picks from across the web so you can retire your feed reader.

Google tells employees to get used to working from home for another year – Mashable

What to do about TikTok – New York Times

Facebook’s ‘Red Team’ hacks its own AI programs – Wired