Creating an ABM Focused Ad Campaign
Successful B2B marketing uses multiple channels to generate leads. Most tech companies prioritize paid advertising as a large part of their lead generation strategy. Paid ads can be extremely effective, especially when complemented by an ABM campaign. Targeting ads to the specific needs of your prospects can help create a narrative between your organization and your potential clients.
Scaling Account-Based Marketing
Account-based marketing, or ABM, is a technique in which both sales and marketing work together to generate demand by targeting a very specific group of buyers. ABM has become a widely accepted practice in most B2B organizations, especially since intent data and analytics have changed the way marketers understand their customers. As such, ABM has evolved forms to fit the needs of digital marketer’s lead generation goals.
Regardless of how you approach it, ABM requires a strategic mindset. This makes it hard to scale, as it’s not a transactional process. However, there are ways to create agile campaigns without ruining the quality of the results. One way to approach scalable ABM is through targeted display and remarketing ad campaigns. These enable you to quickly create ads for groups of buyers that might have engaged with your products or your competitors in the past.
Building a Targeted Ad Campaign
Since you can’t templatize ABM, marketers have opted to create campaigns with targeted ads that run across multiple channels. To make this happen, there are four key steps to building a targeted ad campaign:
- Identify your ABM list of targeted accounts.
- Discover what content your accounts are engaging with.
- Prioritize specific high-value channels that have previously converted.
- Run your ads with multiple calls-to-action.
It’s important to remember these ads you’re creating are for a specific group of buyers, so make sure you’re following trends or commonality between accounts. Your ABM list might have your top 25 accounts, but that doesn’t mean you’ve identified any kind of shared need those accounts have. However, if you can leverage a few key challenges your buyers face and tie those into your value proposition, you’ll see higher lead conversions once they hit your landing page.
As you build your campaign, try and think like your buyer. What ads would they engage with? Are your competitors running ads similar to yours? The more you know about the buying landscape ahead of time, the better prepared you’ll be once you launch your campaign.
Identifying Account Needs
The most important part of any targeted ad strategy is to ensure your ads coincide with specific values, needs, and challenges that resonate with the targeted accounts. How can you identify the needs your accounts have? While there isn’t one single way to enrich account data, there are a few best practices to keep an eye out for as you plan your research.
Running your ABM list against an intent data algorithm should be a priority. B2B intent AI can track how specific prospects are behaving, what they’re engaging with, and how they’re consuming content. Using this information, you can leverage the top performing keywords in your ad campaigns. Ideally, these keywords and topics will align with your company’s products, making for an easy conversion with the right content.
A great way to figure what type of content your target accounts are looking for is to run a pre-ABM content syndication campaign. Take some of your best pieces of content (whitepapers and infographics, for instance) and market them across your target account list. This will provide you with a good snapshot of engagement trends to follow as you look to build your advertisements. If your accounts are consuming the content you send them, chances are they’ll engage with your ads.
Prior to any ABM campaign, it’s important to get buy-in from the sales leadership at your company. Doing so will align the outreach messaging across both the sales and marketing departments. However, you can also have the sales team nurture your accounts before you even start your ad campaign. The value here is the sales reps will be able to creatively prospect your accounts, hopefully building thought leadership and awareness.
If you’re interested in running a targeted ad campaign with your ABM strategy, DemandScience offers a unique solution to help generate quality leads. PureABM markets your advertisements across our display network through leveraging native ad placements. Our solution doesn’t rely on cookie tracking, instead opting to build a personalized account profile for each campaign we run.
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