What I mean is that they provide enough information to pair your first-party data with "anonymous" web traffic matched to the account level with enough granularity to line up the two.
That said, most of the companies in this space massively over promise and under deliver. The one thing they all have in common is that they're good at ABM, so they can sell to your CMO/CRO faster than you can call them out on their bullshit.
What I mean is that they provide enough information to pair your first-party data with "anonymous" web traffic matched to the account level with enough granularity to line up the two.
That said, most of the companies in this space massively over promise and under deliver. The one thing they all have in common is that they're good at ABM, so they can sell to your CMO/CRO faster than you can call them out on their bullshit.