s e s s e c o r M p B III 7 A t e r a h P T Using web traffic ABM efforts are likely serving to improve awareness if web traffic increases, especially compared to traffic from non-targeted accounts. Use reverse IP lookup technology to identify which accounts are visiting your website. While you can build this yourself, there are tools — including Engagio — that can do it for you. Pro tip While web traffic is interesting, don’t be fooled into thinking you can measure ABM results with web traffic alone. It’s just one component Increasing web traffic from target accounts is a sign of increasing awareness. of engagement. 114