Account-based marketing, or strategic account marketing, is a B2B marketing approach. This feature will allow you to identify companies that visit your website without filling out forms! This is an opportunity for your sales team to detect projects with these accounts. So how does this B2B lead strategy work?

Account Based Marketing

Marketing automation allows you to personalise your communication to deliver the right message to the right person at the right time. ABM has the same idea, with the particularity of focusing on strategic accounts through campaigns dedicated to them. 

Why use ABM?

When you know that 98% of visitors of your website are anonymous and therefore impossible to contact, by working on this level, you can quickly understand the potential of ABM! Thanks to this feature in Webmecanik Automation, you can track anonymous visitors (while remaining in compliance with GDPR) who browse your website and track website visits, even if the contact is not identified. Indeed, you have (as long as he does not fill in a form) no ways to contact him: neither name, nor email, nor even IP address, as it is a declarative data.

Thanks to the ABM, Webmecanik Automation checks the public database of company IP addresses (Extreme IP lookup) in order to make the link between the visitor's IP address and his company. As these IP addresses are anonymised (for privacy reasons), the name of the company to which the contact belongs is available instead. 

You will thus have a visitor with a filled-in company field, an important piece of information for the continuation of your targeted strategy!

You will thus know which pages have been visited by each company and will be able to adapt your communication or prospecting to them. To find out more about its implementation, you will find our support article here and my article on best practices for the implementation of ABM to detect commercial opportunities and B2B leads!