Good morning, how do you track corporate IPs when everyone works from home? 

For account-based marketers (ABM), corporate IP addresses can be a critical part of a modern ABM strategy, enabling those in the B2B space to reach potential buyers with highly-targeted campaigns. With much of the corporate workforce still remote, marketers should consider if their ABM efforts are being impacted by a corporate IP lookup problem

“During the early days of the pandemic, there were a lot of questions about whether an ABM approach would still work, since it might be more difficult to match individuals to companies with so many people working from home,” said CMO Peter Isaacson. “However, we were able to maintain, and recently, even increase our match rates and accuracy during this time.”

The key, Isaacson explained, is combining proprietary company IP matching data with individual cookie data. “Together, this helps us correctly identify companies, even as employees are working from home, and target those accounts with ads or personalized web experiences.”

Keep scrolling for news on Facebook’s latest partnership with an Indian telecom firm that aims to help small businesses. 

Taylor Peterson,
Deputy Editor


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Social Shorts

Facebook’s plan to bring India’s corner stores to WhatsApp

“The real power of digital infrastructure will get unleashed when startups and small businesses come online. In many ways they’re already on WhatsApp but we need to help them connect the dots,” Ajit Mohan, vice-president and managing director, Facebook India told live Mint in an interview. “It is how we can make it easy to shop from within WhatsApp. Our goal with the investment in [Indian telecom firm] Jio is to enable new opportunities for businesses of all sizes, especially for small businesses across India. The first example of the collaboration would be to help millions of kirana owners [small neighborhood convenience stores] digitize their product catalogue and use WhatsApp to connect with their customers.”

Why we care. The pandemic has wreaked havoc on small businesses while at at the same time accelerated consumers’ shift to digital and the business need for digital transformation. The social networking giant sees big opportunity in becoming India’s digital tether between SMBs and consumers. 

Google is also investing heavily in Jio Platforms (to the tune of $4.5 billion). The companies are partnering on an Android-based operating system for new Jio mobile devices with the aim of getting millions of more Indians online: a massive new market for ads and apps.


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What we're reading

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

Apple, Facebook, Amazon, Google are headed to Congress, an event years in the making – CNET

The Music Industry Has an Advertising Problem – Rolling Stone 

Why Congress should look at Twitter and Facebook – MIT Technology Review

TikTok has disabled QAnon hashtags – CNet

Facebook’s ‘Red Team’ Hacks Its Own AI Programs – Wired

Animal Crossing has taught us marketers need to be less practical, more sci-fi – The Drum