A computer hardware company desired to evolve its account-based marketing (ABM) program by adding more IT contacts, expanding its target account profiles, and increasing its digital reach. In addition, this company wanted to move away from cookie targeting and more toward a people-based solution in hopes of better understanding its customers’ journeys. The ultimate goal was aimed at increasing campaign performance and driving sales.
Prior to partnering with Merkle in 2017, the company was relying primarily on third-party, cookie-based data; this data included intent and firmographic information. However, with the industry shift to embrace user privacy and eschew cookie targeting, the company needed a more accurate solution to reach, and ultimately convert, valuable accounts.
A people-based solution is built on identity, not cookies. Cookie-based targeting can lead advertisers to target multiple identifiers associated with a single user. This problem is becoming increasingly prevalent as users navigate the Internet with multiple devices, and on multiple web browsers, which means that cookies and device IDs are inaccurate proxies to reach targeted individuals. As more browsers (e.g., Safari, Firefox, Brave) seek to end advertisers’ reliance on cookies, this method of targeting is no longer an option for brands who wish to make the most impact.