Interesting – and a little spooky:
Chris Golec, CEO of Demandbase said he thinks online b-to-b marketing today is being delivered with a sledgehammer when a dart is all that’s needed.
To help b-to-b marketers better target their potential customers, his company has developed a Web-based technology that tracks IP addresses and matches them to specific companies.
This allows marketers to recognize the company, department and even customer status of a website visitor in real time. Using this information, a marketer can then “provide a whole different Internet experience,” Golec said.
(Hat Tip: http://www.btobonline.com/article/20110214/EMAIL06/302119984/micromarketing-with-ip-addresses)