Case Study: 4C Insights achieves consistent online and offline ABM targeting and 65% lower CPMs with Dun & Bradstreet

How 4C Delivers ABM Strategies with Consistent Online and Offline Targeting

4C, a data science and marketing-technology company whose Scope platform manages nearly $2 billion in spend, tasked VP of ABM Joshua Dreller with building an account-based strategy in 2018. After selecting 1,000 strategic accounts from 16,000 (using a $10M social-spend cutoff and key verticals), the team struggled to consistently target those accounts across online and offline channels using probabilistic proxies like job title and behavior.

4C partnered with Dun & Bradstreet to deterministically match the 1,000 accounts to digital cookies and mobile IDs and push segments to AppNexus, Twitter and Facebook, while using D&B Hoovers to expand contacts per account from 2–3 to 50–100. The campaign achieved CPMs below $5 (about 65% lower than other vendors), enabled full-funnel attribution via the D‑U‑N‑S® tracking pixel, and produced measurable lifts in targeted account site visits, downloads and webinar attendance.

4C Insights

Joshua Dreller

Vice President of Account-Based Marketing