Marketing to the company and not the individual is an easy thing to say but not so easy to do. As the article linked to below implies, most martech and automation tools come from a background of targeting and analysing people, not organisations.

To give you an idea of how beneficial it can be, recently we tracked how many individuals we could trace during the buying cycle for a large transaction that happened with one of our clients. 

We only had access to outbound marketing data, but we still found 26 individuals consuming content across the organisation. When this was combined with organic data - the picture became both clear and valuable.

To put it in simple terms: it helped that we could track that content consumption intensity by organisation level and feed back during their negotiations. This gave exactly the insight needed to accelerate some part of the sales cycle. 

Result? Happy marketing department, happy sales department, happy client.

High fives all round.