With the sudden and heavy shift to completely digital, account-based marketers struggled to adapt to these major changes.
It’s already difficult enough to capture the right audience and cut through the noise. But now, it’s noisier and more competitive than ever with so many companies going virtual.
Throughout 2020, marketers have been faced with new challenges including identifying their prospects. Reverse IP lookups no longer cut it. Most people are working from home which means they are accessing the web from their home IP address. This traces back to their internet service provider rather than their company’s domain name like it would if they were still working in the office. To thrive during this time, it’s vital to be innovative and take advantage of marketing across different channels where your audience is spending more of their time. More specifically, we’re talking about over-the-top (OTT) and connected TV (CTV).
Continue reading about how CTV can help your team overcome new challenges presented by a work-from-home world here.