Account based marketing (ABM)vsDirekte trafikk

Account Based Marketing (ABM) is a highly targeted B2B strategy focused on engaging specific high-value accounts through personalized campaigns. Direkte trafikk (direct traffic) refers to visitors who arrive at a website by directly typing the URL or via bookmarks, bypassing referral or search channels. In the context of ABM, direct traffic can serve as a critical indicator of engagement and campaign effectiveness. When ABM campaigns include personalized outreach such as emails, direct mail, or targeted ads that encourage prospects to visit a dedicated landing page or microsite, an increase in direct traffic from those accounts signals successful brand recall and intent. This direct traffic is often more valuable because it reflects deliberate visits from targeted accounts rather than passive discovery. Moreover, tracking direct traffic from known ABM accounts helps marketers measure offline or non-digital touchpoints' impact, such as sales calls or events, which may not generate traditional referral or paid traffic. Therefore, integrating ABM efforts with analysis of direct traffic patterns allows businesses to better attribute engagement, optimize personalized content, and refine account-specific digital strategies, ultimately improving conversion rates and pipeline velocity.