Downloaded 33 times
Uploaded byDemandbase
Driving Results through Advertising for an ABM Strategy
This document discusses account-based marketing strategies for driving results through advertising. It begins with an overview of account-based marketing and identifies the key accounts to target. It then covers strategies for account-based advertising, including best practices for creative, landing pages, and measuring results. Practical examples are provided for different campaign goals like acquiring new prospects, generating leads, customer engagement, and competitive conquesting. The document concludes with a discussion of testing strategies and measuring campaign performance.
More Related Content
![[Webinar] Creating Harmony Between Demand Generation and ABM](https://cdn.slidesharecdn.com/ss_thumbnails/engagiouberflipwebinar-january29th1-190131170656-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
Similar to Driving Results through Advertising for an ABM Strategy
![The [Virtual] B2B Marketing Game Changer Event](https://cdn.slidesharecdn.com/ss_thumbnails/virtualb2bmarketinggamechanger-acquia-150901215641-lva1-app6892-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
![B2B Advertising [Not] for Dummies](https://cdn.slidesharecdn.com/ss_thumbnails/b2badvertisingnotfordummies-150901222116-lva1-app6892-thumbnail.jpg?width=600ounds&width=560&fit=bounds)
Driving Results through Advertising for an ABM Strategy
- 1. Driving Results throughAdvertising with an ABM Strategy Sarah Nels Director of Campaigns & Customer Data Demandbase
- 2. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Agenda Account-Based Marketing Overview Strategy Best Practices Practical Examples Beyond the Workshop
- 3. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Account-Based Marketing Identify the companies most likely to buy, and then market to them
- 4. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. What is your buying universe? Source: US Census Bureau U.S. Businesses: 28 million >1 Employee: 6 million $10M+: 200,000 $100M+: 20,000 $1B+: 2,000 …most B2B companies target 2,000-5,000 accounts total
- 5. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Focus on what matters: Accounts Identify the right accounts Market to those accounts Measure by accounts STEP 1 STEP 2 STEP 3
- 6. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Why Account-Based Marketing? 6 • Ensures attention is given to top prospects/customers • Defines growth and timing based on account specifics Focuses on best opportunities • More efficient with a defined universe • Delivers on their target accounts Supports sales reality • Linked to greater customer satisfaction and retention • Customers experience less noise, respond at higher rates to more relevant outreach Delivers customer-centric experience
- 7.
- 8. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Where ABA fits Business objectives • Brand awareness • The right traffic • Quality leads • Deeper engagement
- 9. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Customers Prospects Partners Define Segments and Business Objectives Upsell Renewal Awareness Trial Purchase Re- Engage Competitive Acquire Inform CoSell
- 10. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Use cases for ABA Most common Drive website traffic from target accounts Plant the seed for upsells and renewals Expand reach of digital campaigns Experimental Increase sales velocity Competitive conquesting Give direct mail campaigns a digital boost
- 11.
- 12. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Account-Based Advertising Best Practices Use ABA to increase awareness and engagement at target accounts Avoid using ABA solely for direct response, but do drive to a form-enabled page Test creative and landing pages regularly Share actionable insights with your sales team Measure what’s meaningful – CTR’s and CPM’s don’t translate into revenue
- 13. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Creative Best Practices The more you try to say, the less people will hear. Tell your story in one to three frames. Have all ad frames fully communicate the takeaway Utilize dynamic personalized creative to your advantage Establish a creative template to maximize creative efficiency Have a clear call-to-action. (e.g. “Learn More”, “Read our recommendations”, etc.) Avoid “Download Now” or “Click Here” A/B Test
- 14. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Landing Page Best Practices for Engagement Customize the experience with personalized advertising and landing pages Have continuity between ad creative and landing page Sending the audience to a blend of content increases site engagement, but don’t have too many options Control the conversation We recommend strategic routing - Let visitors consider your product before the hand raise Retarget visitors with a lower funnel related message to push for a conversion
- 15. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Landing Page Best Practices for Conversion 100% Gated pages result in high bounce rates and fewer conversions. Have a thorough description of the asset above the fold Included secondary and tertiary content below the fold Keep action to goal ratio low Shorter forms lead to high conversions – only 4-5 fields Privacy statements with forms Thank you page should have links out to main site and suggested content, “You might also be interested in…”
- 16.
- 17. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Advertising Campaign Strategy Strategy What are the campaign objectives for each segment? How will we attract and engage target accounts both on the web and onsite? 2 Identify Key Accounts Target Account List1 What creative messaging to present to each segment throughout the buyer’s journey? Personalization3 KPIs for advertising and website are different. KPIs for segments are different as well. Results4
- 18. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. New metric: Account Lift Increasing page level engagement of accounts Lifters • Send to Sales • Use for intelligent lead gen • Retarget with lower funnel messaging Decliners • Double down efforts • Drive to different content • Remove from nurture lists – out of cycle
- 19. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Defining Segments and Goals Net New Prospects • Drive site traffic • Educate • Submit “Contact Us” SAL/MQLs • Quality over Quantity • Right Company + Right Contact Competitive Conquesting • Driving deeper engagement on key product pages • Demo/Offer/Trial Customer engagement • Cross-Sell • Upsell • Ambassadors!
- 20. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Net New Prospects Goal Tactic How to win 1. Attract Advertising campaign to blended page to educate 75% of segment on site 2. Engage Personalize to industry so prospect knows they are in the right place +20% of target accounts 3. Convert Cookie retarget individuals to form fill submission +5% form submits
- 21. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Net New Prospects - Industry Personalization
- 22. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. MQL/SQL Drivers Goal Tactic How to win 1. Attract Sequential advertising Strong, consistent strategy 2. Engage Personalize messaging by need Serve segment relevant content, hide the rest 3. Convert Right company + Right Contact Demo scheduled with Sales (SQL!)
- 23. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Initial Targeting Banner & LP
- 24. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Cloud Retargeting Banners & LP
- 25. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Customer Engagement Goal Tactic How to win 1. Attract Hand pick customers for nurture campaign Account-Based Retargeting – engage with customers already on your site 2. Engage Retargeting off of key pages Continue personalization on LPs 3. Convert Offer up multiple pieces of gated and ungated content Monitor page views by account to determine interest area
- 26. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Customer Engagement
- 27. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Competitive Conquesting Goal Tactic How to win 1. Attract Create a list of pre-sale lost or post-sale lost Have primary differentiator front and center 2. Engage Primary and Secondary CTA on LP Snackable content that increases education 3. Convert Cookie retarget individuals to form fill +5% form submits
- 28. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Competitive Example
- 29. A/B Testing How thisall comes together
- 30. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. A/B Test – What do I need to know? Know what you’re testing and why Define success Test one element or variable at the same time Run the test at the beginning of a campaign Run for short period of time until the sample size is valid Ensure your primary objective is still intact
- 31. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Creative A/B Test – Keep it simple A: PERSONALIZED Acme Corp., Get your app in the cloud Learn more » cloud ware Get your app in the cloud Learn more » cloud ware B: NON-PERSONALIZED Get your app in the cloud Learn more » cloud ware Get your app in the cloud Learn more » cloud ware A: BLUE BUTTON B: GREEN BUTTON cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD
- 32. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Get your app in the cloud Learn more » cloudware cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD cloud ware Acme Corp., Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD Landing Page A/B Test B: NON-PERSONALIZED A: PERSONALIZED Get your app in the cloud Learn more » cloudware cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD cloud ware Get your app in the cloud Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam quis urna vel lacus congue molestie id eu est. Aenean lacinia vulputate risus ac lacinia. Duis mollis odio erat, sed rhoncus nulla dictum eget. Nunc sit amet turpis sodales, imperdiet mi nec, ullamcorper sem. Aliquam lacinia lorem quis pharetra iaculis. Nulla eget justo id elit consequat sodales. Submit DOWNLOAD A: ORANGE A: DARK BLUE
- 33. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. Top Questions 3 highest priority segments? Business objective for top segments? What content do I want them to engage with? What are the desired actions? What is a conversion for each segment? How do I measure results?
- 34. ©2015 Copyright Demandbase,Inc. Demandbase Confidential. In closing – beyond the workshop Building a target account list aligns sales and marketing efforts Segmenting your list helps prioritize and focus marketing efforts Measure success in attracting, engaging, and converting each segment…true impact on revenue
- 35. THANK YOU! Sarah Nels,Ad Strategy linkedin.com/in/sarahnels @_SarahNels
Editor's Notes
- #5 So let’s recalibrate our approach >> focus on accounts, then segment… B2B marketing is a clear focus on the targets that are actually most likely to be customers. When we step back and take a look at the universe of businesses (in the U.S. in particular), there are some finite boundaries we can use to more accurately target our marketing. Out of 28 million U.S. companies (according the the latest US Census data): Only 6 million have 1 or more employees…(22 million are sole proprietarships, legal entities only, or something else) – ~20% 200,000 have $10 million+ revenue per year 20,000 have $100 million+ revenue per year 2,000 have $1 billion+ revenue per year In our work with a broad range of B2B marketers, we find that their focus is usually on somewhere between 2,000-5,000 companies at the most (depending on your business, size, market, etc.), and is based more factors than just revenue… like industry, geolocation, technology usage, or something else. Taking it a step further: At a given time, you’re probably hyper-focused on an even smaller piece of the pie…trying to drive your 300-500 top target accounts that will make up the next half-year to year’s revenue. TRANSITION: With this in mind, it’s curious why anyone would ever use broad-based marketing tactics to drive awareness, engagement, and conversion with such a finite group of companies?
- #6 So how can you overcome these challenges and be laser-focused on the companies you can actually sell to? It’s called Account-Based Marketing or ABM, and it’s quickly becoming the primary strategy for best-in-class B2B companies. Account-Based Marketing can be done in several flavors, but is broadly characterized as targeting and marketing to specific companies or segments based on their business attributes (firmographics) like: industry, size, revenue, geography, account status, and more. 3A. ENTERPRISE There are consultants, agencies, or solution providers that would paint ABM as complex and difficult…they may have a vested interest in that way of thinking. It’s actually very simple and straightforward… And not only helps alignment, but also makes things more simple and clear cut for marketers Many large companies use the strategy to target and market to a specific set of existing customers, across marketing channels, for upsell and cross-sell 3B. MID-MARKET You can’t afford to do something complicated and involved ABM is a great way to focus effort in a specific vertical like tech, healthcare, finance, etc. Or can even include targeting businesses who use a competitive or complementary technology ABM is a very straightforward approach that can help you “hack” revenue growth and get a competitive advantage ABM Simplified: Identify – the accounts that sales values most and is most likely to close Market – attract, engage and convert those account to prime them for a sales opportunity Measure – keep Sales in the loop, and show them which accounts are progressing, which need attention…collaborate on actionable insights
- #7 There are some really good reasons why account based marketing makes sense for B2B businesses… Focuses on the best opportunities… you select, using a solution like Fliptop, the accounts that have the best potential…you’re not going for volume, your are looking for quality ABM supports sales reality… deliver on their target accounts, and you align with the accounts that are most important to them. Deliver a more personalized, customer centric experience by focusing on a more limited set of customers.
- #11 Should be upfront…this is the “Why use advertising” and justification for it.
- #14 B2C ad creative is transactional – try this, discount code, etc… Why b2b creative needs to be engaging for long term…
- #15 Who would we be trying to engage – very top of funnel, research phase prospect (or customer)
- #18 There are four important parts in Campaign Planning for a target account list: Identify the companies most valuable to you – your most valuable companies ALWAYS align with revenue. If you choose the right targets, the ROI will be much easier to uncover. What do you need to say to each segment Need a clear strategy for creative messaging to each segment at each stage in the buyer’s journey – both offsite and onsite! How do we measure the impact of putting the right message in front of the right segment? KPIs for advertising and website are different - advertising is (lift/visits) and website (lower bounce rates and higher conversions for that group of target accounts).
- #20 4 segments important to Marketers Lets examine Net New Prospects, SAL/MQLs, Competitive Conquesting, and Customer Engagement We’ll look at each segment and analyize how to win!
- #21 How do they WIN with net-new prospects
- #22 Industry Personalization introducing Iron Mountain’s services for this industry…
- #26 Need more strategy here… ABRetargeting…
- #31 Have a hypothesis – if I add more visuals or less, if I include pricing information or not… Test Meaningfully with a limited number of variables: the headline, the right column, the call to action or the overall page layout TO GET TO THIS POINT – THESE CLIENTS A/B TESTED…
- #34 What accounts do I care about? What content do I want them to engage with? What are the desired actions? How do I measure results?