5/1/2023 0 Comments Ip look upWebsite fraud can take many forms including phishing, credit card scams, ad fraud and more. Reverse IP lookup technologies can gather website visitor information including their IP address, which can then be leveraged to serve ads directly to those IP addresses associated with accounts that have visited your site. On average, only around 2% of your website traffic will convert into a lead via a contact form, direct email, etc. Retargeting is a highly effective way to re-engage with accounts that have visited your website but have left without reaching out. Reverse IP lookup technologies allow B2B marketers to leverage firmographic data to customize everything from a simple banner saying “Hello Company X”, all the way to creating entirely unique navigation and content for high-value target audiences. This data is then used by platforms like Google Optimize and Adobe Target to personalize your website by showing relevant content to the visitor based on their firmographic profile. To personalize website content in real-time, reverse IP lookup technologies determine what company the visitor is coming from and provide firmographic information (industry, revenue, location, and more) in the time it takes for a webpage to load. Leveraging personalized content on your website is one of the most effective ways to deliver 1:1 marketing at scale and drive higher website conversion rates. This can include various firmographic attributes – industry, revenue, employee count, and more – with the end goal of engaging the viewer. In a B2B context, content personalization involves displaying customized website content based on visitor data. By integrating reverse IP lookup data into your website analytics platform you can not only see sheer traffic volume, but you can dive deeper into your traffic to see exactly who is visiting your site. For effective account based marketing to take place, B2B marketers need to know exactly which companies are visiting their website. These are fantastic tools for providing insights into website traffic volume, but they have their limitations. You might be familiar with Google Analytics or Adobe Analytics platforms. Website analytics refers to the practice of tracking a variety of behaviors of visitors to a website including traffic, clickpath, conversion rates, attribution, and more. Traditionally, reverse IP lookup technologies have been used to gather information about website traffic, however savvy B2B marketers are now using this information to enhance a variety of account based marketing activities. This is generally done by inputting a specific IP address into a Reverse DNS Lookup tool, which contains domain names registered to each IP address as reported on a Regional Internet Registry (RIR) or by private firms that specialize in gathering IP address data. The process of reverse IP lookup involves querying a registry of domain names in order to find the exact domain name behind an IP address.
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