Integrate’s blog shares tips and insights to help you leverage marketing technology to overcome demand marketing challenges. Integrate has developed the first closed-loop marketing sofware that empowers marketers to gain complete control over their marketing and media programs via one dashboard.
Marketing professionals are under tremendous pressure to demonstrate pipeline revenue from account-based marketing (ABM) programs. In fact, according to the DemandGen Report’s 2018 Benchmark Survey, 30% of marketing decision-makers say their primary success metric is revenue pipeline contributions. As marketing leaders face pressure to turn budgets into measurable results, it is logical to explore methodologies that will drive the best ROI.
If your customers and prospects are not feeling enough love from your marketing narrative, and your engagement levels have suffered, it’s time to incorporate personalization tactics into account-based content to boost performance. When included in overall messaging, personalization enhances credibility, exhibits buying intent, customizes prospects’ overall experience with your brand and transforms loyal customers into brand advocates.
Shoot Cupid’s arrow into your content: Here are a few benefits of adding cross-channel personalization to your ABM efforts and best practices to effectively customize content to drive pipeline revenue.
Ignite a fire to scale personalization efforts
The average B2B marketing team spends 32% of its marketing budget on content, and the most successful B2B teams spend 40% on content creation and distribution. Successful account-based marketers know the value that customized messaging plays in their overall ABM strategy and diversify content by segmenting accounts.
ABM has three layers of personalization:
Personalization for top-tier accounts
Immensely tailored marketing and sales outreach
Content is customized based on designated personas and disseminated to account groups that match specified criteria
Scaling personalization by leveraging technology to distribute tailored content to named accounts
The 2017 ITSMA Benchmark Study found on average, the number of one-to-one accounts is 13, one-to-few is around 50, and one-to-many is 725.
After you’ve segmented accounts, it’s important to take time to understand each segment to create messaging that appeals to prospects’ specific needs throughout the buyer's journey. During the awareness stage, run programmatic display and CPL campaigns in tandem for more personalized outreach.
Data obtained from CPL campaigns (e.g. content syndication) can be used to shape custom experiences in programmatic display efforts. For example, if an individual at a targeted account downloads a whitepaper about a product or service you offer, use real-time data to drive awareness through personalized, targeted display ads. In addition, by unifying third-party demand and display, your sales team will be able to ignite meaningful conversations with potential customers using the content they engaged with.
All you need is love and personalized messaging
On average, your prospects will be targeted with 1700 banner ads per month. To cut through the advertising clutter, account-based marketers should tailor content based on data collected prior to outreach (e.g. prospect name, location, job title, seniority level, previous engagements and more).
Regardless of your team size, it’s likely that you do not have the bandwidth to produce thousands or even hundreds of pieces of content, customized to individual targets. Map target accounts and create varying messaging for buyers that address common pain points as they move through the funnel.
Personalization is the foundation of any ABM campaign; however, you don’t have to reinvent the content wheel when targeting new accounts. It’s likely your team has hundreds of pieces of content at your disposal. Before creating new marketing collateral, conduct an audit to determine what content you can edit, recycle or re-purpose. Reuse assets that proved to be successful with previous accounts with similar attributes (e.g. company size, vertical, location, etc.)
Absence doesn’t make the heart grow fonder: Align marketing and sales efforts for increased personalization
If you’re moving to an ABM strategy, aligning sales and marketing teams is the most crucial starting point. For any ABM program to be successful, it's imperative marketing and sales consolidate efforts to identify customers that fit your ideal customer profile. In fact, organizations with unified sales and marketing teams see a 36% increase in customer retention rates and 38% greater sales win rates.
Sales can assist marketing with establishing targeted accounts, creating personas, defining KPIs, and disseminating the right content to prospects. Once you’re no longer are focusing on targets that will never buy your service, marketing and sales must work together to distribute personalized messages to targeted accounts. Using the content prospects downloaded or engaged with throughout the buyer's journey allows sales the ability to spark more meaningful conversations with target customers.
ABM Strategies Are Like a Box of Chocolates
Think of your account-based marketing campaigns as a box of Valentine’s Day chocolates. Diversify your marketing flavors to deliver an assortment of messages targeted to individual tastes. Remember, at the end of the day you’re targeting individual people. Invest in a solution that uniquely connects top-of-funnel ABM tactics and lead generation campaigns to generate and increase pipeline revenue.
I'll end with a poem. Roses are red, violets are blue, incorporate personalization tactics into your overall ABM strategy and you’ll hear your sales team day, “I love you!”
According to Gartner, 75% of B2B technology service providers with more than $10 million dollars in revenue will be adopting account-based marketing as their primary market model in 2019, a 50% increase from 2017.
To help account-based marketers implement cross-channel solutions that tie ABM efforts to pipeline revenue, last week we hosted a webinar with practitioners from LogMeIn, Nintex, and MediaCom titled, “From Programmatic to Pipeline: Maximizing ROI from ABM Programs.”
After the webinar, we released our new eBook, "The Enterprise Playbook to Account-Based Demand Generation.” Download it here.
During the webinar, Leah, Elise and Kate (on behalf of Natalia) provided valuable advice for account-based marketers eager to maximize ROI on their ABM investments. Here are some of the highlights.
How did you get started with ABM? What were the tactics that you tried first? What were some of the challenges that you faced?
Leah: I started by simply running some lead generation programs to the accounts that we cared about. We identified an account list, and we really went with this one-to-many approach. We wanted to make sure that we're filling our funnel and our customer database with the right contacts. We hadn't developed any personalized content or nurtures or anything along those lines, yet. We started to see the right titles. If we dig into Salesforce, multiple leads on an account are engaged with our marketing efforts. From there, we know that we're on the right path.
The next thing we tested was an outbound campaign. We really just armed them with some email templates and content contacts of the new names we were bringing in. We hit a point where we didn't get very far. We saw some pretty low response rates, and we worked to segment out the list of the accounts that we cared about, driving that new pipeline in into three different buckets so that we could personalize the message a little bit more with our BDRs. From there, we saw triple the meeting set with our VR teams. This is the point that we know we're on to something. It's the tipping point into building out that rich, new strategy around ABM for our solutions.
What are the metrics that you, your teams within your broader organization are being looked at to determine success?
Elise: The ultimate goal is pipeline and opportunities. But, of course, we all know that can take time. We'll look at the accounts we're going after, how many of those are engaging, how many people are taking the action we want them to take in that group of accounts. Then, eventually, we get down to pipeline and opportunities and even looking at deal sizes.
Kate: They [MediaCom] do something called "ABM 360 Program.” They receive reporting based on the impressions that are delivered and the engagements that have resulted per account, but also on a per title per account basis. Then, they take that information and relay the high engagement to their client. They share their list, essentially what they call "the surging accounts," with the client to activate further. Depending on the program, it may or may not also generate sales-ready leads.
What technology are you using to implement and execute a successful ABM strategy?
Elise: Marketo, Salesforce, Engagio. Outside of that, we use Outerach, so that we're tracking and able to templatize the stuff that our reps are doing. We use Integrate for our content syndication programs and for display, as well. We also leverage LinkedIn. It's a good tool to try to find the right people and get the right content in front of them to get them into your programs. From the reporting side, we're just using something simple. A data warehouse with a BR reporting tool.
What's the best way to pilot an ABM program before investing in a broader ABM platform?
Elise: Any pilot we've run, we've come up with a theory, and a hypothesis. We've tested it and we've set up the goals that we think we can achieve, and then [measure] how we do against those goals. I think it's important to be specific about what your goals are, but make sure that they're relevant to the kind of activities that you're doing.
Leah: You can work with third party vendors even if you're doing thought leadership webinars with a third party, they'll usually let you give an account-based marketing list, or even run a webinar yourself to a targeted list of accounts; and just test out your messaging and test out with your BDR team what that process looks like and how you can personalize it.
What is the right time frame to execute a pilot? How long do you need to have something in market to have results that are quantifiable?
Elise: It really depends on what does your sale cycle look like, and what you look at as early success metrics in any campaign—and how long you typically wait to see opportunity come up and then base your pilot on that time frame or a similar time frame.
What's the best way to prioritize accounts for an ABM strategy?
Leah: We just went through this exercise looking at some of our top closed deals from 2018. We plan to translate those themes into our ABM campaigns. You need to look internally to your organization and say, "Where are we winning?" Also, "What have we seen work," and "How can we replicate that and scale that a little bit?"
Does ABM only work if you have a small target account list of about 200 accounts? How big do you think an account list can go?
Leah: The longer the sales cycle, the more personalized and targeted you want your ABM programs to be. I probably fall a little bit in the middle where I'm running one program that I'm targeting at over 1500 accounts, and my smallest program would be at 400. The answer to the question is, obviously, it depends. But from at least my experience, ABM can scale and still show results.
What are the ABM campaign metrics that you present to the c-suite?
Leah: Ultimately, I would report on the business impact. With our ABM programs, if we're able to show that increase in overall pipeline, what percent of ABM pipeline is making up the broader pipe creation for our solutions?
We hope this wrap-up gave you additional insights into the process of implementing strategic ABM practices to advance pipeline revenue generation. And if you missed the webinar, you can view it on-demand here.
For B2B marketers, launching a successful ABM campaign comes with unique challenges. And while Gartner states 70% of B2B organizations have or plan to assemble account-based programs this year, ABM strategies often falter due to numerous siloed efforts. Siloed channels – especially programmatic and lead gen campaigns – create roadblocks that drain resources, decrease conversion rates and deplete ABM program impact.
If you’re only running programmatic display campaigns to get in front of target accounts, you’re likely not getting the decision-maker contact data you need. And if you’re only running lead gen campaigns, you’re probably not surrounding the entire buying committee. For ABM programs to achieve maximal impact, B2B marketers must effectively orchestrate all engagement efforts, and that requires synchronizing account-based programmatic with lead generation channels.
Here’s a list of the top 5 reasons you should tie programmatic to demand gen today:
1. Increases Program Impact
When ABM-engagement channels are synchronized, there’s a much greater chance that your messaging and content will get in front of targeted audiences.
For example, IP-targeted display impressions rarely convert to actual contact data (i.e., leads), which your demand gen and BDR teams need to nurture accounts into sales opportunities. According to SiriusDecisions, “Average-performing digital display ads tend to have CTRs in the range of .03 to .06 percent.” There’s little to no pipeline generation from programmatic investment alone – it must be used in tandem with other account-focused lead gen channels to provide big ROI gains.
“It’s important to ensure your lead gen channels are fully integrated with your ABM program. Content syndication feeds ABM. If you have contacts that have a high-heat index and are repeatedly downloading your content from numerous sources, it really signifies intent, and gives you the ability to add another group to your ABM program.”– Pamela Guyton-Micheles, Sr. Manager of Demand Generation Marketing and International Programs at Avalara
On the other hand, lead gen campaigns, such as content syndication or LinkedIn Lead Forms, are great for acquiring necessary decision-maker contact data, but they still require these individuals to find your content. Thus, lead gen campaigns alone often can’t surround the entire buying committee. Synchronizing programmatic with lead gen campaigns ensures the holistic account-level engagement your ABM programs need to be successful.
2. Enables Consistent Messaging
When your demand generation channels are siloed, it makes it very difficult to maintain consistent messaging to your target accounts and decision-making personas. That’s why 82% of CMOs say that they struggle with cross-channel performance.
According to the Interactive Advertising Bureau (IAB), consumers viewing a consistent message across a variety of channels improves purchase intent by 90% and brand perception by 68%. By integrating programmatic campaigns with lead gen channels, you can ensure your target-account decision-makers are always consuming relevant, timely content and messages.
For example, Integrate’s enterprise Account-Based Demand Gen solution allows you to sync programmatic and lead gen channels so that when a decision-maker at a target account downloads a piece of content through a lead gen campaign, relevant, dynamic ads can be immediately served to target personas at that account – surrounding the buying-committee with consistent messaging.
3. Improves Program Measurement and Optimization
Effective program optimization depends on marketers’ ability to make apples-to-apples comparisons. When engagement channels are siloed, it’s difficult, if not impossible, to gain the holistic visibility needed to make such comparisons.
A recent Ascend2 survey found that “Analyzing campaigns by channel” was the No. 2 top priority for B2B marketing leaders. Though second to “Defining an attribution strategy,” the survey found that analyzing campaigns by channel was a bigger barrier to success.
When you unify your ABM channels into one holistic, integrated program, you gain a complete picture of how the combined strategy is working – rather than wasting time and resources trying to piece together reports from different vendors and data sources. The resulting analytics will be more accurate and timelier, enabling you to make better optimization decisions.
4. Ensures an Always-Evolving Approach to Your ABM Strategy
Keeping pace with market trends and shifts is vital for today’s B2B marketing teams. ABM strategies and account-engagement tactics must be agile, adapting quickly to changing audience needs. Unfortunately, most organizations are falling behind, and that’s why nearly 9 out of 10 marketers say their digital marketing mix isn’t keeping pace with audience needs.
By synchronizing programmatic display and lead gen channels, you enable each to learn from one another, helping your ABM strategy to evolve as required. For example, via Integrate’s ABM solution, higher display ad clickthrough rates among specific targeted accounts will automatically update your target-account list for lead gen campaigns. Similarly, content downloads via your lead gen campaigns will signal which accounts to focus display impressions on.
5. Enables Full-Funnel Engagement Tactics
B2B marketing teams are responsible for far more than top-of-funnel engagement. Growing pipeline and revenue goals mean marketers must support the entire customer lifecycle by providing content and messaging relevant to each account’s stage. Here, too, synchronizing engagement channels is key.
"84% of B2B marketers say that ABM should provide significant benefits for retaining and expanding current client relationships." –SiriusDecisions
For example, if an individual at a current customer account downloads a white paper on a new product or service, with synchronized ABM engagement channels you can then easily serve display impressions about the same product or service to the entire buying-committee at that account, supporting cross-sell efforts.
A Playbook for Account-Based Demand Gen
Convinced that unifying your programmatic and lead gen channels will result in big gains for your ABM strategy, marketing team and company? Take the next step and find out how Integrate can help. Get the latest addition to Integrate’s Revenue Marketing Strategy Series: “The Enterprise Playbook to Account-Based Demand Generation.”
It seems every day a new marketing term is introduced. And, while new terms are continually invented, old ones never stop evolving. Exhibit A: Demand marketing.
While the real definition of demand marketing hasn't changed much, people use the phrase to refer to all different kinds of marketing. Some may suggest that bringing clarity to marketing terms is an important exercise, and others might claim that it doesn't matter.
Savvy marketers understand the importance of using marketing terms the right way. In the B2B space, misunderstandings can be costly. And, the best way to avoid a misunderstanding is to have a clear understanding up front. And this pursuit of clarity is why we are often asked questions like, "What is demand marketing, exactly?"
What is Demand Marketing?
Demand generation creates a want for a brand's products or services – demand generation is focused on the progression of this "want." A lead doesn't signify demand; it simply shows initial interest. Sales pipeline opportunities, on the other hand, signify demand. Thus, demand generation, as a discipline, includes generating initial leads and then converting them all the way down the funnel into opportunities, and even creating demand for new products/services among existing customers.
Demand generation, as a mindset and practice, is distinguished from other forms of marketing because it’s want-based, not interest-based. When marketers are focused on creating demand instead of leads, they engage in full-funnel marketing activities and work to align processes and technologies with the sales and customer success teams.
The success of demand generation is also measured differently than traditional volume-based B2B marketing metrics. Demand marketing is likely to use full-funnel success metrics such as marketing qualified leads (MQLs), sales qualified leads (SQLs), sales pipeline and even marketing-attributed revenue won.
Where Demand Marketing Fits into B2B Marketing
There is no hard-and-fast, universal definition of demand generation. B2B marketing has evolved drastically over the past decade to accommodate quickly changing consumer behaviors. Terminologies are still becoming solidified. The easiest way to define demand generation is to take it quite literally: the process of creating demand.
It is challenging to define demand generation as a specific marketing mix, range of tactics or use of channels. Commonly, demand generation marketers execute omnichannel campaigns that are designed to set up sales engagement (i.e., get sales reps meetings with qualified decision-makers). These tactics can vary significantly and may incorporate the use of several strategies, such as account-based marketing (ABM) and inbound marketing, and a wide variety of supporting tactics, such as programmatic display and CPL campaigns.
However, by this definition, there are few modern B2B marketing activities that don’t fall under the umbrella of demand generation. Branding activities can support demand creation since they contribute to brand awareness, brand affinity and other concepts that generate a “want” for products or services. Yet, these other efforts typically fall outside the normal understanding of demand gen activities, unless directly synchronized with efforts that generate and convert leads to sales pipeline.
For many B2B organizations, formal adoption of demand marketing may not be an entirely disruptive experience.
33% of B2B marketing organizations are now measuring success in terms of revenue contributions, according to the DemandGen Report’s 2018 Benchmark Survey. Another 30% are measuring program results in terms of MQLs and SQLs.
While this particular definition of demand marketing may be new to you, there’s a good chance you’re already doing some demand generation activities. Perhaps your organization is measuring quality-based success metrics, performing sales-and-marketing-alignment activities or running omnichannel, account-based campaigns.
Adopting demand generation will not represent a fundamental overhaul for most B2B marketing teams, like going from fully outbound to fully inbound might have 6 or 7 years ago. However, there are a couple of success factors required to shift to demand generation successfully:
Establish Company-Wide Understanding Demand generation has the potential to impact the entire organization, which necessitates a shared understanding between marketing, sales, customer success and leadership.
Win Buy-In With any significant shift, B2B marketing leaders face the challenge of winning executive buy-in. While this can represent an issue, it’s unlikely to be a particularly hard sell. Demand generation technologies and processes provide organizations with full-funnel oversight and the ability to better attribute activities and expenditures, a major appeal to leadership.
Demand Marketing Offers Transparency and Control
B2B marketers are facing steep challenges in 2019, including daunting organizational success metrics, tight budgets and barriers to attracting the right audiences. Demand generation offers B2B marketers the baseline needed to scale programs to the challenges of today’s expectations.
With technologies that offer better insight into what’s working and enable stronger organizational alignment, marketers can work to target the right audiences and minimize wasted effort and resources.
The majority of B2B marketers will deploy an account-based marketing strategy in 2019. The pressure is greater than ever for marketers to showcase the value of their ABM investments, but unfortunately, many account-based marketers still struggle to implement cross-channel solutions that tie ABM efforts to pipeline revenue.
Join Integrate, LogMeIn, Nintex, and MediaCom on January 30th for a live webinar where we will discuss tactics organizations can use to create a full-funnel, scalable ABM solution that generates awareness and leads across the buying committee.
Last week everyone here at Integrate was incredibly excited to formally welcome the ListenLoop team to the Integrate family. If you’re unfamiliar with ListenLoop, the company has been driving innovation in account-based advertising with its programmatic display platform.
Jeremy Bloom, Integrate’s CEO, posted a detailed article on LinkedIn last Wednesday, explaining both the reasoning and product testing that eventually led to the acquisition. (It's a good read, so check it out.) Here, I hope to add a few additional points on why this acquisition is – pardon the cliché – a game-changer.
Why This Acquisition is a Big Deal
According to a quick Google search, it was Aristotle who first said,
“The whole is greater than the sum of its parts.”
When it comes to the typically siloed account-based marketing (ABM) channels of programmatic display and CPL, this statement couldn't be more true.
We all know B2B marketers are under growing pressure to show results from their ABM investments, but they’re having trouble meeting these expectations. Siloed account-engagement tactics are largely to blame; account-based programmatic display efforts drive much-needed account awareness but can rarely be tied to pipeline, because display isn’t typically connected to other demand marketing efforts (such as CPL campaigns).
As Jeremy discussed in his LinkedIn post, we believed (and now know) that by integrating ListenLoop’s programmatic display solution with our existing demand orchestration solution (which enables B2B marketers to generate contact data among targeted accounts), we could drive much more value than each solution creates on its own. So, we tested the theory with a few of our larger enterprise customers, and the results surpassed expectations. As Jeremy writes:
“ListenLoop not only handled the enterprise-scale with grace but to our customers’ delight demonstrated a definite increase in the pipeline, funnel acceleration and provided account insights that were differentiated from any other platform that we tested in the market.
After a few months of beta, it was clear that together we were delivering impressive value to our customers. We now have a robust Account-Based Demand Generation solution that uniquely combines programmatic display and lead generation. And with programmatic ABM, we’ve expanded our demand orchestration sources and capabilities.”
We now have proof that programmatic display is best used in tandem with other account-focused lead gen channels, showing a big impact on pipeline. Integrate’s acquisition of ListenLoop better enables B2B marketing teams to execute on their ABM strategies, providing an always-on, integrated-channel approach to ABM by connecting programmatic display campaigns with account-based lead generation campaigns. This is a surefire way to surround target-account buying committees and set sales teams up for success.
There are more than a few account-based programmatic display providers in the MarTech space, but ListenLoop’s tech offers features and capabilities that put its value markedly above the rest:
Ability to serve image-based and dynamic HTML5 ads
Visibility and control over your ads, showing you where each ad was delivered
Account targeting by geo-location, IP address and cookie audiences
Title and seniority targeting
Custom web content for each account targeted
We have no doubts that the integration of these two systems will vastly strengthen our ability to help B2B marketers achieve measurable business outcomes.
Learn More About Integrate's New Account-Based Demand Generation Solution
As I mentioned, several Integrate customers have been testing the new Account-Based Demand Gen Solution over the last few months, and the results have been strong. If you’re interested in learning more, check out the upcoming webinar, “From Programmatic to Pipeline: Maximizing ROI from ABM Programs,” where several Integrate+ListenLoop customers will discuss what they’ve learned about the value of connecting programmatic display to demand gen.
Today at Integrate, we announced some exciting news – the acquisition of a great new product. Our journey to acquire ListenLoop began with an opportunity to solve a customer pain-point and further serve our mission to orchestrate top-of-funnel demand for B2B marketers.
As the market leader in demand orchestration, our customers often share with us their broader marketing struggles. A common thread on this topic has been programmatic ABM efforts not generating the required pipeline (leads) for sales, which leads to pressure from finance to prove success or risk losing budget.
We saw this challenge as an exciting opportunity as part of our mission to help B2B marketing and sales teams generate clean, intelligent leads from any demand source. We put our heads together and drew up a concept to connect top-of-funnel programmatic with demand generation programs to see whether the insights and engagement captured by programmatic could help make both marketing investments more effective.
With the customer challenge captured and the success metrics defined, we launched a business development initiative to find the best ABM platform to partner with.
The first time I heard about ListenLoop was when a colleague told me that they had built a multi-million dollar profitable business with no sales team, no enablement, minimal customer success and a payment model of credit cards on their website. This was hard to imagine because programmatic ABM is complicated and involves numerous moving parts.
However, after our team experienced their technology for the first time, it became easy to understand why their platform delighted their brand and agency customers. Not only did the technology make it easy to launch sophisticated ABM engagement campaigns, it also reduced the amount of manual work by our internal account management team by orders of magnitude.
The next obvious question was, "Could their platform handle our enterprise customers’ scale?"
We signed commercial partnership terms, connected their account insights into the Integrate dashboard and rolled out a private beta to a few of our larger enterprise customers. We then A/B tested:
Demand generation as a stand-alone
Programmatic as a stand-alone
Programmatic connected to demand generation
Next, we compared/contrasted each methods’ contribution to pipeline and revenue.
ListenLoop not only handled the enterprise-scale with grace but to our customers’ delight demonstrated a definite increase in the pipeline, funnel acceleration and provided account insights that were differentiated from any other platform that we tested in the market.
After a few months of beta, it was clear that together we were delivering impressive value to our customers. We now have a robust Account-based Demand Generation solution that uniquely combines programmatic display and lead generation. And with programmatic ABM, we’ve expanded our demand orchestration sources and capabilities.
During acquisition due diligence, we validated that they had indeed created a profitable and growing business — a significant testament to the great leadership of the two co-founders, Rodrigo Fuentes and Sandeep Arneja.
We are honored to officially lock arms with the talented team at ListenLoop and work together on our bold mission to orchestrate demand and deliver on B2B teams’ growth and pipeline goals.
We will begin to roll out our Account-based Demand Generation solution across our customer base and bring this solution to a broader market. We have also retained all of the former ListenLoop employees that include engineers in New York, Belarus, China, and the Philippines.
Are you having trouble measuring the success of your account-based marketing (ABM) programs? Or worse, are your ABM programs only generating vanity metrics that don’t contribute to down-funnel sales pipeline or revenue?
The quality of leads garnered through programmatic display efforts are often under intense scrutiny. However, when you tie display investments to your ABM pipeline, you will reach actual decision-makers at your targeted accounts–and see a lift in other ABM channels.
Begin thinking of your ABM strategy as the engine of your marketing vehicle. Programmatic display is the oil that keeps your ABM motor running and boosts the efficiency of varying components under your marketing hood: social media, third-party demand generation (e.g., CPL campaigns), paid/organic search and email.
Here are a few ways that programmatic display investments enhance full-funnel, cross-channel demand orchestration:
Jump your social media battery: How display affects social media results
58% of B2B audiences use social media channels to research products and services prior to purchase, solidifying social platforms as useful tools for B2B marketing success. However, many B2B marketers mistakenly silo social media and programmatic display efforts in their ABM programs. When unified with display advertising channels, social media platforms can be used to strategically amplify your top content (whitepapers, eBooks, webinars, etc.) to prospects who have previously shown interest in your company.
Social platforms give you the ability to use tracking pixels to gather prospect information and effectively retarget on display networks as they move through the purchase funnel. For example, say a potential customer is interested in attending an awareness-stage webinar hosted by your company and completes a LinkedIn Lead Gen Form to sign up. You can now use tactical messaging sequences to retarget them effectively as they move down funnel and into the consideration stage.
Rev your search strategy: How display efforts boost paid and organic search results
Display advertising is a very effective brand awareness and demand generation tool that boosts overall response rates and ROI on various downstream tactics. Display ads are typically served to audiences at times when they’re not actively searching for your product or service, but meet the requirements of your specified ideal customer profile. Therefore, you must teach audiences about your product or service by delivering high-value content through strategic display ads.
Programmatic display provides brand recall and drives prospective customers to the consideration stage where business decision-makers will be using search engines to research your company. Use data gathered from display campaigns to target contextual keywords in your SEO and PPC campaigns.
Put the pedal to the floor: How programmatic display enhances CPL efforts
Most B2B marketers work with several third-party demand generation partners that host their marketing materials and disseminate gated content to a designated target audience. However, if CPL campaigns are your only demand generation tactic, you’re missing out on holistic cross-channel marketing opportunities.
You can make your account-based demand generation efforts actionable by targeting programmatic display ads to leads gathered from CPL campaigns (e.g., content syndication). Real-time user data and user behavior allows you to deliver targeted messaging via landing pages, whitepapers, eBooks, etc., throughout your ideal customer’s path to purchase.
Nurture contacts gathered from CPL efforts (as well as other targeted job titles at those companies) through targeted display ad campaigns. Serve customized messaging and creative assets to targeted users based on the type of content they or their colleagues downloaded from your content CPL campaigns. For instance, if a decision-maker at a targeted account downloads an awareness stage piece, reinforce the connection through display advertising, by serving display ads to that job title and other relevant roles at that account. By consolidating third-party demand and display, you’ll amass far more contacts to nurture and eventually send to sales. Your sales team will also be able to spark meaningful conversation with potential customers based on the content they engaged with.
Get in the fast lane: How display strengthens email marketing campaigns
By combining programmatic display and email efforts to serve targeted accounts down-funnel content (like an eBook, whitepaper or blog post) that addresses their pain-points, you can highlight your competitive advantage and spark meaningful conversations for your sales team.
Use data collected through programmatic display and other top-of-funnel efforts to personalize and distribute messages based on role and function within your target customers organization. Be sure to keep your content digestible, conversational and applicable to target buyers.
Take a moment and imagine your spam folder in your email inbox. What messages turned you off to a product or service that you were originally interested in purchasing? Always remember your goal is to engage with your potential customers, and not bombard them with messaging that is overtly promotional, or worse, not relevant to their specific function within their organization.
Use the Right Mix of Channels to Drive Full-Funnel Pipeline Revenue from Your Display Investment
Put the days of focusing on targets who will never buy your service in your rear-view mirror. Invest in strategic account-based programmatic display and achieve enhanced performance on a variety of ABM channels.
Merge programmatic efforts across various channels to get your message in front of your ideal prospects, increase efficiency and optimize full-funnel conversion. Invest in a strategic display advertising partner and propel pipeline revenue across various ABM channels.
You might be thinking, "How do I set concrete goals?" That's a smart question.
“In our work with thousands of B2B marketing teams, we’ve found that goals can vary greatly depending on the maturity of the marketing organization. While documenting annual goals to guide your demand strategy is important, it’s essential to define target outcomes for all core demand generation activities and programs. You’ll never get anywhere if you don’t know where you’re going." -
Triniti Burton, Marketing and Communications Director at Integrate.
The best marketers understand how to set themselves up for success by defining clear, achievable goals and crushing them. While goals change from organization to another, we've cherry picked five goals growth-oriented B2B marketers should adopt in 2019.
5 Demand Generation Goals
Before deploying a demand generation campaign, consider the following:
When it comes to demand generation, what is your organization currently lacking?
What are the quickest fixes that will bring the biggest change and ROI?
Orienting yourself around these qualifiers helps you construct realistic and objective goals. Furthermore, we know that goals vary based on your sales/marketing lifecycle. Rather than focus heavily on numeric metrics, we’ve outlined the baseline goals and objectives that align with all stages of growth:
1. Maximize Marketing-Influenced Leads
The first (and obvious) goal of high-impact demand generation campaigns is to increase marketing-influenced leads. Today, inbound marketing initiatives — content syndication, display advertising, blogging, social media, email and paid search — reign as some of the leading methods for procuring a high volume of marketing-influenced leads. More importantly, there needs to be some clarity around how you define marketing-influenced leads — top-of-funnel, middle-of-funnel and bottom-of-funnel. Moreover, you need to be able to correlate a specific marketing function to the lead effectively.
2. Onboard New Technology Effectively
Strive to fully adopt new technology quickly and efficiently. When a marketing team fails to comprehensively onboard the right MarTech tools, disruptions to marketing activities are more likely occur.
Moreover, a failure to transfer insights from one marketing solution to the next may result in a loss of critical data—intensifying the need for your entire MarTech stack to be integrated, with all tools working in conjunction and sharing accurate information.
3. Build the Right Marketing Team
Commit to creating high-powered and demand-focused B2B marketing teams. There are many different methods to build the right marketing team. However, as a baseline, businesses should try to fill the following roles (one person may fill multiple roles):
The Leader: Someone to lead the team to victory. This person should be able to manage and coach the team, but also, roll up their sleeves and get work done.
The Search Expert: Someone who is a SEO guru. This person should know SEO best practices and work to position your business as expert in your industry—while optimizing search engine results.
The Content Expert: Someone who writes. This person should have a masterful command of writing —email, blogging, social media, etc.
The Developer: Someone who knows web development. This person should be well-equipped to construct web experiences to drive meaningful demand generation.
The Analytics Expert: Someone who understands data. This person should be able to review data and provide demand generation recommendations based on incoming insights.
The Customer Advocate: Someone who understands your target personas. This person should advocate for the customer in all marketing activities, ensuring the messaging you produce is relevant and valuable for your target audience.
4. Increase Conversion Rates & Efficiency
After you’ve captured a lead, your goal should be to convert that lead into a happy customer. Start by identifying “choke points” in the funnel. Is there anywhere where conversion rates are impeded or lower than desirable? Identify those roadblocks and look for opportunities to bolster your nurturing sequence during each customer lifecycle stage. Doing so will increase lead velocity and generate more meaningful conversions with sales.
Additionally, look for ways to increase your conversion efficiency. To calculate efficiency, add your total working hours and divide them by the pipeline value. This simple calculation may reveal some startling revelations about your organization’s overall marketing efficiency. These insights will allow you to pivot and avoid major catastrophe later on.
5. Commit to Clean Data
Finally, the best digital marketers commit to clean data in their demand generation efforts. Quality marketing data is the key to unlocking marketing’s potential to drive maximum business value and create happy, high-value customers. Data-driven marketers should dissect, organize and disseminate insights across stakeholder groups. There are a number of causes and consequences of dirty data including:
Invalid formatting or values/ranges
Invalid email or physical address
Digital marketers streamline demand generation practices, deliver valuable lead nurturing and boost revenues by doing routine analysis and assessment of data.
Become a Demand Generation Superstar
Demand generation efforts are nothing without clearly defined goals and objectives. Ask yourself: What should my demand generation campaign accomplish and how will I get there? With a clearly defined roadmap in place, you can become a demand generation superstar.
January is the coldest month of the year across most of the United States, but that hasn’t stopped B2B marketers from cranking up the heat up on their 2019 demand marketing strategies. Today’s complex digital marketing arena has led to an overwhelming shift in the cross-channel strategies B2B marketers must use to engage with targeted accounts.
There’s no surprise that display has become an essential layer of any demand gen marketer’s account-based marketing (ABM) playbook. In fact, programmatic display advertising spend is projected to exceed $45 billion this year. As competition for ad space rises, it’s imperative B2B marketers analyze their current programmatic investment, identify any gaps and rework their current strategy to maximize full-funnel ROI.
Executing an Always-On, Full-Funnel Approach to Programmatic Display
Display ads fuel other demand generation initiatives and create full-funnel conversion. Furthermore, studies show that display advertising attributes to an increase in organic reach. Investing in display advertising allows you to introduce your brand, warm prospective buyers, and strategically target designated accounts and maximize investment in cross-channel efforts—while simultaneously advancing down-funnel leads.
When mapping your 2019 marketing goals, begin thinking of your programmatic display efforts like your SEO strategy; establish an always-on approach to affect all stages of your conversion funnel concurrently.
Here’s a few tips to generate full-funnel value from your programmatic display investment:
1. Light a fire: Guide prospects to your company and keep them warm
The first step in creating brand awareness is informing your potential customers that you exist. In today’s increasingly competitive search engine landscape, it’s highly unlikely that a prospect who has never heard of your brand will enter a search query and eventually land on your website – you must go to them. Account-targeted display advertising allows you to go out and meet target-account decision-makers where they’re at, warming them to your brand and educating them on your competitive advantage prior to speaking with a sales representative.
Throughout the awareness stage, display advertising creates brand recall for potential prospects encouraging early qualification and continued recognition as they move through the pipeline toward the consideration stage.
Tips to drive top-of-funnel brand awareness through strategic display advertising:
Target specific companies that fall within your ideal customer profile (ICP)
Use IP-address targeting to get engage with buyers that align with your ICP
Get creative to cut through the noise: Design dynamic[DC1] ads that are likely to catch the attention of potential customers
Create engaging CTAs
Drive traffic to your digital assets (website, blog, eBooks, webinars, etc.) to inform your target audience of the pain points you address
2. Prevent your pipes from freezing
The expectations of most B2B buyers have changed in recent years. B2B buyers are craving a B2C marketing experience with additional personalization and touchpoints throughout the buyer's journey. The decision-makers at your target accounts want to be treated like a human, and not just another a record in your marketing automation platform – exemplified by a recent Salesforce report:
72% of business decision makers expect marketing to be personalized to fit their needs
After introducing your brand to a potential buyer during the awareness stage, use a sequenced approach to advance messaging toward a sales meeting. Additionally, throughout the consideration stage, deliver tailored messages to targeted accounts to humanize your brand and encourage elevated engagement numbers. 70% of buyers say “connected processes” such as contextualized engagement established in previous engagements are extremely important to garnering their business.
Tips for driving mid-funnel pipeline conversation through display ads:
Nurture existing prospects by retargeting and reframing messaging based on prior engagement on display and content syndication channels
Humanize your messaging
Target contextually by use of keyword analysis
3. Keep your current customers in front of the fire
For existing customers programmatic display assists with upsell and cross-sell opportunities and renewals. We all know that it’s much more cost-effective to retain a current customer than it is to win a new one. However, if a customer is unaware of the benefits of a new product or service launch, they’re very unlikely to purchase.
Tips for upselling and cross-selling current customers through display ads:
Personalized targeting to reinforce customers buying decision and keep them engaged after onboarding
Use customers website behavior to craft messaging based on intent
Educate audience by sharing owned media around product launches and cross-sell products
Don’t Let Your Outdated Programmatic Display Strategy Leave Your Company Out in the Cold
Set a New Year’s resolution to reevaluate your display advertising investment, find and repair the hypothetical drafts and ignite your automation to approach programmatic as you do SEO.
Much like your heat in the dead of winter, your display advertising should always be on for optimal effect. When done correctly, display ads will be synchronized with other demand channels (e.g., content syndication, events, social, webinars, etc.), strongly supporting all stages of your marketing funnel and enabling maximal pipeline scale.