The more you know about your accounts and buyers, the more likely you'll win.
The Role of Resolution
Strong account and buyer resolution is essential to success from your ABM efforts. As a B2B marketer you will want to always target the right accounts and buyer personas.
You will then want to ensure that any and all engagement that occurs as you run ABM programs is in fact from the right accounts and buyers.
Limitations in Resolution Today
A typical enterprise has multiple point platforms and tools in use that provide some type of account resolution. The issue? No one tool can resolve the complete range of accounts and buyers that may engage with the brand, from across all of their global geos and markets. Resolution techniques vary, from IP-based to third-party-cookie-based. IP-based techniques can typically resolve the account of a specific buyer, but can rarely provide insights on the buyer (e.g. the buyer’s seniority and job function).
Unified Account Resolution
We now offer a unique Unified Account Resolution (UAR) capability. As a marketer, you can now configure licenses to multiple account resolution data sources (e.g. Kickfire, Clearbit) and set them up for “cascading” account resolution through the Kwanzoo OpenGTM platform. We will automatically attempt to resolve an account through a second or third or other data source, should the account remain unresolved via the primary data provider.
Benefits of Unified Account Resolution
Higher and more accurate account resolution directly helps your SDR and BDR team pursue more accounts that are showing engagement every week. This drives higher SDR productivity, and helps grow your pipeline with more net new opportunities.
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