Account-Based Marketing & programmatic: more than ads & more than tech
- 5th December 2019
It is a fact: increasing risk aversion, compliance concerns ( email and opt-in legislation ) and technology complexity, has resulted in a high increase in the number of people involved in the purchasing process.
As every sales professional knows, the bigger the team, the less likely they are to end up buying. In this context, winning big deals today means working the entire account.
In this context, B2B organisations face 3 real challenges:
- How to reach all the people that make or influence the decision?
- How to optimize engagement with a non-linear sales funnel?
- How to align Marketing and Sales to pursue revenue?
With a programmatic approach, it is possible to layer your digital campaigns to target specific audiences within a larger, account-targeted collective base of potential decisionmakers. This way you can move into a truly personalized marketing strategy with zero spill-over into non-essential connections
The programmatic B2B focus has 3 main areas
IP Address (Company) – Ensuring our targeting is specific only to a set group of IP addresses-Companies
Persona-based media targeting – Literally, a fenced-in approach where we only engage individuals that read specific ( typically professional ) media.
Intent (final layer)– Interest-specific targeting to ensure only those decision-makers reading relevant content see your marketing messages.
Companies implementing ABM have better alignment with sales, increased pipeline velocity and close bigger deals. Its adoption accelerates across industries and changes the way companies drive revenue.
When 92% of B2B companies call ABM a must, learning from the leaders in the field is fundamental.
The Digital Effect invites you to discover all you need to know to successfully run Account-Based Advertising. Reach out for more details.