Joel Burke, Partner and Analytics Lead at Outshine, discusses how the company assists B2B clients, like One2Team, in optimizing their marketing through Account Based Marketing (ABM) by addressing the challenge of tracking and reporting on marketing initiatives. Traditional analytics often fall short in identifying the most effective channels and content for target accounts, especially before potential customers provide identifiable information. By utilizing tools like Clearbit Reveal and Google Analytics, Outshine can de-anonymize site visitors based on their company affiliation, enabling One2Team to determine which marketing activities engage their target accounts. This integration allows the creation of dashboards segmented by target companies, facilitating the validation of campaign accuracy and the calculation of marketing ROI. This approach enhances collaboration between marketing and sales teams by providing insights into how advertising efforts reach and engage target accounts, ultimately driving revenue for high-growth B2B companies.