Triblio is a comprehensive account based marketing software solution that includes web personalization, account based advertising, sales reports and more. This article provides resources and articles on Account Based Marketing.
One of the biggest challenges marketers face is the inability to predict when an account is in an active buying cycle. In b2b marketing, that type of information can be a game changer for business growth. Without visibility into an account’s purchase journey, you’re stuck playing a guessing game on when to reach out, how to reach out, and who to reach out to.
Having the right tools as part of your martech stack can drastically change the way you grow pipeline and make a real impact on revenue. Fortunately, with the right data and strategy, you can overcome this challenge and propel your team to focus on moving the needle where and when it matters most.
We recently sat down with our client, Dodge Data & Analytics, to discuss why it’s so important to have insight into when a prospect is ready to buy, and how the company pivoted its marketing strategy to account-based marketing (ABM) to better position itself for success. You can watch the testimonial here.
Taking on a New Approach
Dodge Data & Analytics is a provider of analytics and software-based workflow integration solutions for the construction industry. The company was having trouble connecting with enterprise accounts. Taking the traditional approach to marking, i.e. form fills, Dodge Data wasn’t getting interest from larger targets. So it decided to take a different approach and rolled out an ABM strategy to target prospects by domain in order to personalize each experience.
Account-based marketing allowed Dodge Data to put the right message in front of the right account at the right time. The company utilized Triblio for a display campaign where they were able to personalize the ad specifically to a target account. It’s Performance Marketing Director, Hassan Brown, leveraged ads, web personalization, and LinkedIn campaigns to expand the reach of their marketing content and drive engagement. As a result, with ABM, Dodge Data improved the way it ran marketing campaigns.
Implementing a successful ABM strategy can give your company the power to reinforced 1:1 messaging as it did with Dodge Data & Analytics. Account-based marketing enabled the company to grow brand impressions and drive traffic to the site. Rather than rely on form fills, Dodge Data was able to measure campaign success monitoring engagement from target accounts.
“I don’t feel the urge to reach out to somebody and get them to fill out a form. I just look in Triblio and see that these people are engaging with the messaging.” –
Hassan Brown, Performance Marketing Director, Dodge Data & Analytics
The Importance of Visibility
Dodge Data was able to pivot their marketing strategy to find new ways to engage target accounts that didn’t include the traditional form fill. So what other benefit did ABM bring to the company? Visibility into target accounts.
Visibility is paramount in bringing in new business. A martech platform that uses intent data can pick up on signals that prospects are researching you or your competitors, allowing marketers to prioritize accounts in an active buying cycle. That is game-changing! According to Hassan, “Without Triblio, I’d be blind to a lot of things. Triblio brings a lot of this account behavior and activity right in front of me so I can act upon it. That’s powerful.”
Why Marketers Should Implement ABM
By working together as one revenue team to prioritize your most valuable accounts, you can increase win rates, decrease time to close and build lasting relationships with the right accounts. That type of functioning business requires both the marketing and sales teams to work hand-in-hand in order to cover all the bases within the purchase journey. Getting the sales team to buy into ABM can make the world of a difference. In fact, a successful account-based marketing campaign can’t work without support and input from sales.
At the end of the day, ABM is not one-size-fits-all. You’ll need to tailor your approach based on your business’ goals, needs, and audience. Most importantly, as a marketer, you need to make sure you select marketing technology that allows you to gain visibility into your target accounts. With that insight, you’re able to aggregate all your account data to easily build, manage, and report on target account lists. With that knowledge and insight, you’ll be able to instantly boost campaign success.
Account-Based Marketing (ABM) is no longer just a martech buzzword or gimmick. The strategy has since transformed the way in which B2B marketing and sales is done. According to a study conducted by ITSMA, 84% of marketers agree that ABM drives higher ROI than other forms of marketing. But for ABM to succeed, sales must be involved in the process from the beginning.
The idea of having your sales and marketing team work together isn’t groundbreaking, but you’d be surprised at how companies don’t think to align the departments to better position the sales team to grow pipeline. ABM improves communication between sales and marketing, which essentially, enables sales teams to track accounts and capture data to best understand what patterns and behaviors make a good lead. Which begs the question, why should your sales team support account-based marketing?
ABM Allows Salespeople To:
Start more in-target conversations – Account-based marketers reach out to a targeted list of prospects. This allows sales to focus on warming up potential customers rather than just anyone who shows interest.
Reach prospects at the right time – Rather than fly blind and rely on cold outreach, ABM insights give sales teams visibility into target account activity. You don’t need personally identifiable information to use first and third-party intent to monitor when companies show heightened levels of interest in your product or service.
Reach prospects with the right messaging – Gain an understanding of the specific topics your targets are researching and offers they’ve responded to on your website. Oftentimes, your ABM team can provide scripts so that your initial outbound messaging/offers are relevant to the prospect’s interests.
If you’re an inside sales rep focused on SMBs – You’ll get scripts depending on the segment.
If you’re an enterprise sales rep working high-value accounts – You’ll see which topics your specific accounts are interested in.
See higher response rates – If you reach out to in-target people at the right time with the right messaging, they’ll want to respond.
Get more support while you meet with prospects – Account-based marketers provide air cover throughout the purchase journey. On Triblio, marketers can automatically trigger ads and web personalization campaigns when prospects progress to the next stage in pipeline so that they’re always getting the most current and consistent messaging.
Get happier prospects and customers – Prospects aren’t getting bombarded with random marketing offers or sales calls. Instead, they’re getting offers that they’re actually interested in, and that makes for happier prospects and customers.
While ABM is a strategy that your entire organization needs to adopt, the support and adoption of the sales team is critical for your account-based marketing program to succeed.
One of the most important things to do to get your marketing and sales teams on the same page and get your organization set up for account-based marketing is determining your metrics of success. Setting up a framework to choose the optimal level of personalization, messaging, and channels for each target audience is key, which is why we created a guide that presents a roadmap for executing award-winning ABM programs. The guide covers proven models for account segmentation, examples of award-winning ABM campaigns, and includes ABM essentials checklists and worksheets. Download the Essentials Guide to ABM and see what steps are needed from start to success. Download Now!
In observance of Bring Your Dog to Work Day, a holiday we take very seriously here at Triblio, we thought we’d devote today’s post a marketer’s best friend! Who is that you ask? Well, it’s the dedicated customer success manager (CSM) for your ABM solution; it’s the platform you rely on to help you launch a successful account-based marketing campaign; it’s the vendor you can count on to give you insights and tips to help grow your pipeline. Let’s jump in, shall we?
In today’s digital business landscape, the average B2B marketer has a lot to consider when looking at marketing technology tools. With the ever-changing environment and the introduction of new tools every day, you should be looking for account-based marketing (ABM) tools that enable you to meet your marketing goals as efficiently as possible.
Today Todd Quinn, Director of Demand Generation at Barracuda, and I are exploring the relationship between martech vendors and marketers. Check out the video below to see what he has to say about what marketers should look for in martech vendors.
Advice from a Marketer, Barracuda - Vimeo
While Todd is the more credible source, as he’s the customer and we’re the vendor, we thought we’d delve into what we think is essential in that marketer to vendor relationship and answer two of the most critical questions B2B marketers should be asking themselves, ‘What should I look for in an ABM vendor?’ and ‘How should vendors be evaluated?’
What Marketers Want from their ABM Vendor
Customers are customers are customers are customers. Whether you are shopping as a customer on Amazon or looking for the services or solutions you need to better run your business, all customers think alike. The modern marketer is also a customer looking to make business operations as effective and efficient as possible for their company. Let’s breakdown what you should be looking for in from ABM platform vendor:
A One-Stop-Shop – How convenient is it to visit Amazon and buy everything you need with a quick search and subsequent “add to cart” button? Just as most of us love the convenience of one-stop-shopping, B2B marketers also like the simplicity of comprehensive services and tools. Are you looking for web personalization, sales activation, and optimizing purchase intent? Then look for an account-based marketing platform that offers features that make performing those tasks easier in one single place. Oftentimes, the integration of disparate marketing channels and sales plays can make or break a campaign. Our client FinancialForce is a great example of how multichannel orchestration saved their direct mail campaign https://triblio.com/why-triblio-financialforce/.
A Partner in Crime – Marketers want to know that they can totally rely on their martech vendor, in case something hits the fan. Being able to rely on their CSM to offer ideas for campaign improvement or helping fine-tune strategy is beneficial. You don’t want to know that you made a large, important purchase from a company and never hear from them again, right? You should look for a martech vendor that is interested and willing to help you along the way, solving any problems you may encounter and, in general, making your ABM campaigns more successful.
How Should Vendors be Evaluated?
According to chiefmartech.com, there are over 7,000 marketing technology solutions currently in the landscape. If you’re a modern marketer, I can’t even begin to imagine sorting through that sea of vendors to asses. That’s a lot, which is why evaluation is key. In an attempt to help you through the assessment process, we’re sharing the 4 criteria you should consider when assessing martech solutions.
Functionality: Is the platform checking all the boxes in the features that you need?
Impact: Is the solution helping your company achieve your marketing objectives?
Integration: How well will this platform integrate with other tools within your martech stack?
Investment: How much of your marketing budget is spent on the platform?
With Triblio, our clients are able to have more functionality within the platform to launch and execute campaigns. Whether it’s personalization or alert notifications, Triblio enables them to gain more visibility into their target accounts to better position themselves for success. Additionally, our CSMs are part of the campaign journey with our clients, offering insights and intelligence that enables our clients to become more effective. To speak to an ABM expert and learn how to impact your pipeline by engaging and converting target accounts, click here.
So your company is moving forward with account-based marketing (ABM), and you’re planning to launch your first set of campaigns. Exciting! But I bet you’re a little overwhelmed with all the ideas your team has in store. You’re talking about running ads alongside web personalization, strategic SDR email touches tied to direct mailers, and everything in between.
While great ideas and proper execution are crucial, it’s important to take a step back to define what ABM success would look like at your organization. What are your main objectives? What are your primary KPIs? How will you know when to scale back or ramp up your different aspects of the program?
Common Demand Gen KPIs
Before we jump into unwrapping the goodness that leads to measuring a successful account-based marketing campaign, we figured we’d share a little background on the traditional standards of measurements that many marketing departments use.
Web traffic – Identify where your traffic is coming from. Watch for lifts in sessions, pages/sessions, average session duration, and specific goals.
Email activity – Track email opens and click-through-rates (CTRs).
Display ads – Look at ad impression and CTRs.
Social engagement – Tally up reach, likes, and follows.
Content downloads – Pay attention to high-performing content. It’ll help you understand what resonates best with your prospects and customers. If your content is gated, count the leads each piece generates and build nurture cadences.
Events – How many people did you talk to? How many emails did you collect, and how many of them were in target?
Leads – The more emails you collect, the more interest you’re generating, and the more you’re getting your name out there.
These KPIs aren’t necessarily wrong, but they also aren’t measuring the impact of marketing campaigns on revenue. With ABM, we’re introducing a new set of metrics that track account progression across the purchase journey. Account-based marketing metrics show when campaigns drive pipeline and revenue numbers, enabling marketers to take a more well-rounded approach to evaluating success.
Measuring Success in ABM
ABM metrics are about both quantity and quality. When you’re evaluating the success of an ABM campaign, you should be asking yourself, ‘How many of the right prospects at the right accounts did I engage?’ Rather than looking at web activity and CTRs for just anyone, focus on driving engagement within your target accounts.
To properly measure account-based marketing, you need to assess target account progression during the entire purchase journey. This enables you to take a broader view and quantify the impact of your campaigns on your bottom line. By doing so, you’re able to see dollars contributed to pipeline and revenue from campaigns aimed at target accounts.
Stages in account progression:
Unengaged – Individuals that haven’t been to your website and haven’t engaged with any of your content.
Engaged – This includes people who have visited your site, downloaded your content, and/or clicked on your ad, meaning they are interested in your product or services and are a potential customer. Targeted ads and web personalization campaigns are the best way to keep your brand in front of this group of people.
Marketing Qualified Account (MQA) – This is based on account scores and shows the engagement of all stakeholders within an account, not just an individual. With an ABM tool, you can aggregate all types of activities into one score such as engagement in email campaigns, ad impressions, third party intent, and web content. Within an ABM tool, marketers can set an MQA threshold that indicates when that account is ready to talk to sales.
Pipeline – This refers to open opportunities in CRM of individuals that have already engaged with the sales team.
Won – Congratulations, the prospect has become a customer!
So you see, ABM isn’t about counting the number of leads you have but rather assessing their value to pipeline. By shifting your measurements of success you gain better visibility into what target accounts should be nurtured and how to properly engage with them to convert prospects into clients.
A lot has changed in the realm of B2B marketing with the introduction of Account-Based Marketing (ABM). Some marketers are asking themselves whether they should invest more heavily in an ABM strategy, wondering if they should switch to ABM from a more established inbound approach.
At first glance, ABM and inbound seem completely different, almost antithetical to each other in how they talk and their methodologies.
How they talk – while inbound marketers talk about letting the demand find you, ABMers talk about generating demand and reaching more target stakeholders to drive growth, a more outbound-heavy strategy.
The choice in methodology – inbound marketers chose the flywheel model, a circular way to represent growth. Account-based marketers, on the other hand, use the funnel analogy, adding stages anterior to the ubiquitous sales funnel as a way to measure growth. SiriusDecision coined the demand unit waterfall for ABM a couple of years ago, but it’s basically a funnel in disguise with new account-based stages.
However, it’s not a question of this or that. Despite what it seems, the two strategies are fundamentally aligned and can be used to support one another. In an attempt to celebrate National Donut Day, let’s look at it like this – the flywheel is essentially the demand unit waterfall in the shape of a donut! Rather than choose between ABM and inbound, Inbound marketers should really seek to harness the power of ABM. Here me out.
What does the flywheel stand for?
Hubspot’s newest marketing model, the flywheel, enables companies to look at growth in a more comprehensive way. The model centers around the idea of building an inbound business strategy that puts customers above all else.
The flywheel is comprised of three categories: attract, engage, and delight. Leveraging a holistic inbound strategy, companies are able to align their teams so that they attract, engage, and delight prospects and customers alike. This helps create an amazing experience throughout the entire customer journey. The idea is to attract new customers and retain existing ones to fuel growth.
It takes more than one team to implement the flywheel methodology:
Marketers leverage ads, social media and create content to attract prospects
Sales reps use email marketing, lead management, and marketing automation tools to drive engagement
Client success managers apply smart content tools and conversion inboxes to retain and renew.
But at each stage, no team is alone in the journey. Marketers help feed sales valuable buyer insights, sales furthers their relationship with prospects as they become customers, and client success helps shape the marketing strategy, giving them insight into the most prominent pain points their solutions solve and where customers are most delighted/find the most value. All that to say, the actions of each team need to feed off each other.
Fundamentally, the flywheel says that in order to grow a business, one has to build lasting relationships, meaning that all customer-facing department should work on attracting, engaging, and delighting prospects and existing customers to create brand trust. And we all know that brand equity can be extremely invaluable, just ask Apple, Google, and Amazon, whose brands are valued at hundreds of billions of dollars.
Behind the Flywheel is a Funnel
To all the account-based marketers out there, does any of this unified growth talk sound familiar? At its core, the flywheel and the demand unit waterfall were both created in the same spirit of customer centricity. Both models promote marketing, sales, and client success alignment. Both focus on the holistic customer life cycle, unify campaigns to create a seamless purchase journey, and realign the entire company towards the same objectives.
Tactically, initiating an ABM strategy can boost inbound efficiency. Account-based marketing comes in multiple forms from 1:1 account targeting to 1:FEW and 1:MANY segment-based targeting. A 1:MANY ABM strategy is really just an efficient and effective inbound strategy.
Let’s look at 1:MANY ABM and inbound further to breakdown a few fundamental principles they both share.
Know Your Customers – in order to delight your customers, you need to have a good grasp on their needs and wants. Today, account-based technology allows businesses to track the digital footprint of all visitors on their site, which means they can start to understand potential customers early in the purchase journey. Inbound marketers can use ABM insights to their advantage when crafting web messaging and email content.
Unify Marketing & Sales Messaging – it is extremely critical for both the sales and marketing teams to work together cohesively in guiding potential customers through the purchase journey. You don’t want to send mixed messages, leaving the prospect confused and frustrated. Inbound marketers should be aware of what sales reps are offering, and the two teams can work towards coordinating their campaigns. It’s about having harmonious alignment between the two departments.
Provide A Personalized Touch– an essential building block to a successful account-based marketing program is creating consistent, relevant messaging across every stage of the purchase journey i.e. highly targeted, personalized content. ABM audience management allows inbound marketers to put relevant content and messaging in front of each target segment. They can create dynamic account clusters, filtered by common firmographic and behavioral attributes. These segments often contain thousands of accounts that all share key attributes, so marketers can strategize on their top challenges and needs. Because ABM technology can identify accounts and sort them into the right segments upon first visit, even direct and organic traffic can receive segment-specific web personalizations.
So are you see it now? Does the flywheel look a bit more like a demand unit waterfall in the shape of a donut? Better yet, can you see how ABM can amplify your inbound marketing approach?
Account-based marketing is about unifying all aspects of the flywheel, from attracting new prospects to engaging and delighting customers. As an inbound marketer, you don’t have to completely disregard your current strategy in order to adopt ABM. Leveraging account-based targeting and personalization tactics alongside your inbound strategy will only fuel better engagement from those who will most benefit from your services. The two approaches work hand in hand, building off one another to drive customer-centric growth.
As a modern marketer, you’ve probably experienced the limitations of traditional lead generation. In leads-based companies, there’s a lot of pressure on demand gen units to deliver more marketing-qualified leads (MQLs). Marketers feel it from their own managers, sales, and the C-suite, but that pressure doesn’t always translate to top-line growth.
Is your sales team complaining about lead quality? Well, they may have a point. Based on a number of studies by leading analysts firms, anywhere from 12-32% of MQLs never convert to SALs. Even the conservative estimates show that two-thirds of marketing efforts don’t make an impact on pipeline.
Is it getting more difficult to reach your MQL goals? You’re not alone. Today, people are avoiding forms altogether. Triblio’s own study shows that of the prospects that visit your site, 45% of them take 90 days or more to fill out a form.
If you can identify with any of these challenges, then you my friend have an MQL problem on your hands and need to fix it.
Step One: Go Account-Based
Let’s face it, when it comes to leads, more is not always better. When leads aren’t viable, salespeople waste time talking to unqualified leads, and marketers waste time trying to hit MQL goals when they could be running campaigns that help grow pipeline and drive revenue.
One of the main principles of account-based marketing is that sales and marketing initiatives focus on guiding the same set of target accounts towards making a purchase decision. Demand gen is no longer tasked to bring in individual leads at random. Instead, marketers nurture the 6.8 stakeholders per target buying group (CEB) and help sales penetrate deeper into high potential opportunities. Through ABM, the two teams work together towards opening sales opportunities, booking meetings with key stakeholders, and selling more product to their target accounts.
However, if everyone’s “working together,” who gets the credit when deals close? One of the biggest obstacles marketing departments face is being able to measure the value of their campaigns, in other words, attribution. Ultimately, sales is still responsible for getting that contract signed and revenue won. Marketing’s role, on the other hand, is less clear cut.
Step Two: Introducing the MQA
Years ago when lead gen was first introduced, the MQL metric gave marketers a seat at the table. High MQL numbers would indicate to the C-suite that marketing was systematically doing a lot of stuff, creating a lot of engagement, and driving a measurable amount of people to awareness.
ABM marketers don’t count leads. Oftentimes, they’re eliminating forms from their websites and ungating their best content because they’re focused not on lead gen but on improving the customer experience and opening conversations with sales. Theoretically, implementing an ABM program allows marketers to directly impact pipeline and revenue, but without MQLs, how do they report their contributions to the C-suite? What KPIs indicate ABM success?
Introducing, the Marketing Qualified Account (MQA). Just as MQLs are based on lead scores, MQAs are based on account scores. Rather than score the engagement of individual prospects, account scores show the engagement of all stakeholders within an account. With an ABM tool, you can aggregate all types of activities into one score from event attendance to engagement with email campaigns, ad impressions, third party intent, and web content, to name a few.
Within such a tool, marketers can set an MQA threshold, a specific account score that indicates when that account is ready to talk to sales. Reaching MQA also gives marketers a fair claim to pipeline and revenue contribution, which helps solve attribution challenges.
At the end of the day, fixing your MQL problem requires you to ditch it altogether. Instead of coming up with more ways to bring in more leads, shift to ABM. Think about how you can make a difference within your company’s target accounts. Oftentimes, you’ll find that it’s not enough to adopt new campaigns and channels. A full transition to the account-based model requires new goals and new KPIs like the MQA. You may need to bring in your strategy team, and you’ll definitely need to work more closely with sales. Redefining strategies and goals is challenging and takes time. But ultimately, a more targeted approach will bring in more revenue with less wasted spend–and that’s what we’re all looking for, isn’t it?
ABM is no longer the new kid on the block. SiriusDecisions held 19 sessions focused on ABM at Summit this year, and dozens of vendors on the show floor latched onto ABM-related messaging.
It’s been two years since the introduction of the demand-unit waterfall, an upgrade from the traditional leads-based funnel. Today, most modern B2B marketers know that chasing after lead volume is not enough. Marketers need to get aligned with sales and focus on contributing to larger company goals like pipeline and revenue growth.
While the novelty of ABM is wearing off, SD Summit kept ABM weird and fresh in Austin this year by bringing in intent. Leveraging intent data is one of the key tenets in executing successful ABM programs. The more you know about your target accounts and personas, the better content you can deliver at each stage of the purchase journey. Used alongside ABM campaigns, purchase intent can be extremely powerful for both marketing and sales teams.
SiriusDecisions used two full sessions to flesh out best practices for operationalizing ABM and intent: “Taming ABM’s Three-Headed Monster: How to Use Intent, Advertising, and Personalization,” led by Matt Senatore and Jonathan Tam and “Feeding ABM’s Three-Headed Monster: Customizing the Content diet for Discerning Palates,” led by Nicky Briggs and Phyllis Davidson.
Aim for a seamless customer lifecycle. Understand your target accounts and personas to create engaging purchase journeys tailored to their needs, leveraging intent data alongside tools like display advertising and web personalization. From the first point of contact through purchase decisions and the customer experience, guide your target audience through each stage with consistent messaging.
A few additional takeaways:
How well do you know your target accounts? Dive into your target personas at each buying stage to gain a deeper understanding of their wants and needs. The more important the account, the more resources and technology you should use to find out more about them.
How do you personalize for thousands of accounts? Segment your target accounts. That way, higher priority accounts can get the one-on-one attention they need, while lower priority accounts can be grouped with like accounts to receive tailored campaigns by the hundreds or even thousands.
How do you get started with ABM and intent? See how others run intent-based ABM campaigns. SiriusDecisions used the Veristor case study in their presentation to demonstrate what a successful campaign looks like. You can learn more about the Veristor case study here.
With intent, what we’re seeing is that the practical applications of account-based marketing are really just starting to gain steam. Today, intent data can deliver ever more insights to marketers and sales reps. There’s always more to find out about your target accounts and personas, and the more you know, the more effectively you can personalize each touch and speak to their needs.
Now that you are equipped with the steps necessary to execute a successful account-based marketing (ABM) program and you’ve built an all-star ABM team, it’s time to try your hand at your first campaign! With the rise of martech, modern marketers now have a plethora of channels to support their ABM initiatives, from digital tracks to direct mail. Some tools, like Triblio, can orchestrate multiple channels on one platform. Today we’re going to be discussing the benefits of implementing digital advertising and a few principles needed to design excellent ads.
Establish Account-based Ad Objectives
With digital ad campaigns, building awareness for your company is a top priority. However, before jumping in, you’ll first want to establish objectives.
For Prospects – grow awareness within your target accounts.
For Pipeline – provide air cover for your AEs and keep your solution/product top of mind as your target accounts enter the consideration process.
For Clients – enhance client engagement and promote new features.
To make an even bigger impact, combine account-based advertising with web personalization. On average, clickthrough rates are less than 1%. Most people won’t click on your ads. However, some people may think to Google your company name and visit your website. We call that a view-through conversion. When these people come to your site, use web personalization to make sure your target accounts are getting the same messaging across display advertising and your website.
Types of Targeting
When it comes to account-based ads, there are various types of targeting for different amounts of personalization. You’ll first want to ask yourself, how targeted do you want to get? Essentially, this will depend on your goals.
IP – this is the broadest and most expensive type of account-based advertising. With IP targeting you are looking to reach whole companies. While it’s much more targeted than traditional media outlets like TV or radio, ad spend can still add up when you’re targeting large accounts.
Persona – persona-based targeting allows you to select specific departments and titles to target.
Contact – contact-based targeting lets you serve ads to specific people. If you have a large contact database and good email lists, this is the most efficient way to spend your ad budget.
Account-based advertising uses extensive ad networks to follow target stakeholders across the web. You don’t have to worry about selecting the right sites. Instead, IP and cookie data make sure that your ads will appear in front of them as they’re browsing the news or their LinkedIn feeds.
Size Does Matter…
No matter what others say, size really does matter, especially when it comes to designing killer display ads. The top three creative dimensions for a successful ads are 300×250, 728×90, and 160×600. These dimensions account for a major portion of available advertising inventory and ensure that they are optimized to perform. The same can be said about the format of your ads. For still images, you’ll want your creatives to be in jpeg or png format; to add movement to your digital ads, you’ll want to ensure they are gifts and html5.
…And So Do Looks
Digital ads can amplify your goal by promoting who you are, and what better way to do this than to have it spelled out in big, bold letters. When implementing digital ads make sure your logo is front and center and not just an afterthought. By implementing the right dimensions and making sure your logo isn’t hidden amongst your messaging and/or images, your account-based advertising campaign should hit your goals.
Now that you have a better understanding of the purpose of account-based display advertising and know how to make killer creatives, we’ll walk you through a real-world example:
Triblio’s Real World ABM Tour is a series of private lunches in major metro areas across the United States. For each campaign, we build an audience that consists of B2B marketers in the area, and then we reach out across multiple channels to invite them to lunch. As air cover for SDR outreach and email invitations, we run display ads like the one above and leverage personalized callouts on the homepage for people in the same audience. We make sure that for each city, the messaging on the creative and website mirrors that of our SDR outreach and emails to show consistency and reinforce the same offers.
Whether you’re going after new acquisitions or promoting cross-sell/upsell opportunities, account-based display advertising can help support your objectives. With low clickthroughs, you won’t be directly driving leads, but expect to see a lift in response rates across your other channels, from organic search to web engagement and SDR outreach. Killer display ads can help increase your online visibility and brand awareness within your target accounts, which is essential in executing successful ABM campaigns.
Did you know that there is a key combination of roles that B2B companies can use to build themselves the ultimate account-based marketing (ABM) team of all-stars? This all-star team doesn’t require scrapping your existing marketing team, but don’t expect it to all come together overnight either. In fact, where you are in your ABM journey will determine where you should start building out your team. If your organization is new to ABM, whether it’s a top-down or bottom-up initiative, you probably have plenty of stakeholders to convince and get buy-in from.
First, start with leveraging your existing marketing team. Next, collaborate with other departments within your organization to fill missing ABM functions. Lastly, round out your team by properly aligning job responsibilities so that everyone involved has a complete understanding of what’s expected. Read on to get a full rundown of your “role” map to ABM.
Leveraging Your Current Team of Marketers
Drawing from the expertise of your existing marketing team is the first step in building out your ABM all-star team. It’s likely that many of the tasks used to run a successful ABM campaign is already being performed by your current team of marketers, such as demand generation, digital advertising, and analytics. This means that there’s no need to revolutionize job functions.
Because ABM is multichannel, you’ll still need your ads and web managers onboard. The first thing your team can do is understand how well your target accounts respond to current campaigns across all existing channels. You’ll want to work closely with your analytics team to understand buyer behavior and plan out which tactics will be most effective in your ABM program.
Here are a few marketing roles you can call upon to build your all-star team:
Crossing Departmental Lines
Once you’ve got your band of marketers pulled together, it’s now time to pull efforts from other departments within your company. If there’s one thing you learn about ABM let it be that collaboration is key in running successful programs.
According to research conducted by SiriusDecision, “Only 36 percent of companies deploying ABM consider sales and marketing tightly aligned. This missed opportunity leads to ineffective ABM design and execution.” In other words, a successful ABM strategy requires support from other departments outside of marketing, particularly the sales team.
Sales plays an important part in executing an account-based marketing campaign. When all is said and done, proving pipeline and revenue impact is critical, which is why your sales team plays a major role within your ABM dream team. While taking an ABM approach voids the old traditional framework of “handing off” leads between sales and marketing, this new path requires the two teams to overlap and collaborate. This means sharing critical metrics between them – specifically, account progression along the purchase journey.
Other key players outside of the marketing department to include in your all-star team includes:
Customer Success Reps
Understanding Roles & Responsibilities
Now that you’ve established your ABM dream team, it’s time to define job functions. One of the main advantages of a successful ABM program is having a “full court press” mentality in which organizational alignment is a must because when all is said and done, delivering results is a team effort. Here’s how the sales, customer success, and the C-Suite fit into the dedicated ABM team.
First, the marketing and sales teams work together to select target accounts which enables the pre-sales/BDRs to start initial interactions with defined prospects. After prospects are handed off to account executives to give demo’s, answer questions, and close deals, the prospects, which are now customers, begin working with a customer success rep to onboard and retain. The customer success team can help by giving input on account hygiene. ABM isn’t just for net new accounts or acquisition. There are lots of account-based marketing plays that work well for upselling and cross-selling opportunities.
The C-Suite is responsible for setting expectations and accountability within the company, as well as defining primary business objectives. If execs are paying close attention to customer-centric metrics and talk about moving upmarket, then ABM is a good fit.
Whether you’re beginning on the road to account-based marketing or if you’re in the middle of a program and are simply looking to realign your team, establishing an ABM dream team is essential in completing a successful campaign. This “role” map can properly outline what’s expected of everyone involved so that objectives can be met without stepping on anyone’s toes.
After some research, a few technical demos, and conversations with the C-suite, you’ve decided on the right ABM platform for your organization. Now what?
ABM can be very Bandersnatch-like, a “choose your own adventure” journey that requires a little finesse and some additional exploration once initial decisions have been made. After the dust settles and you’re ready to jump in on the great adventure that is ABM, there’s still some leg work that needs to be done in order to execute a successful first campaign. Here is a 6-step guide that will help you engage the right people on the right channels at the right time.
6 Key Steps to ABM
Selecting accounts & contacts – Traditional criteria in selecting accounts include sales input, revenue potential, and firmographics. While those are necessary attributes to consider, adding behavioral and intent-based criteria (i.e. website, CRM, and buyer activity on 3rd party websites) plays a key role in narrowing down the selected accounts to the best possible opportunities.
Defining account tiers – Taking a tiered approach to ABM is important because it aligns the way your organization prioritizes your target accounts. Account tiers help define the number of accounts to target, how much to invest in each program, and role responsibilities.
Developing account insights – Gather account insights to help your team understand when and how to reach out to those accounts when they are in the buying cycle. These insights include intent data, web activity of both known and unknown accounts, and actions recorded in your CRM. Essentially, account insights give visibility into where the opportunities for engagement are in each account and where those accounts are in their purchase journey.
Creating a campaign strategy – Whether you’re looking to focus on buffing up your ad game, web engagement, or sales activation, build a multichannel campaign blueprint to grow awareness and maximize influence within each target account tier.
Orchestrating the campaign – This step requires taking action against the campaign strategy created and running those campaigns to execution. Scaling your multichannel strategy doesn’t need to be difficult. Something as simple as integrating your channels by automatically setting off different campaigns when accounts move through purchase stages can be set up. You can also automatically alert sales when accounts display purchase signals, and trigger sales plays with relevant messaging.
Measuring and reporting success – At the end of the day, it’s about proving pipeline and revenue impact. The old lead gen model tracked leads, form fills and only delivered marketing-qualified lead (MQLs). With ABM, you’re shifting to the metrics that matter. An ABM program instead tracks accounts, interest/engagement from defined target accounts, and delivers marketing qualified accounts (MQAs) to your sales team.
If you haven’t noticed, ABM is completely different from the traditional marketing approach. Think of it as marketing 2.0 for conducting modern business – new and improved! Not only are best practices set differently but the overall objective is slanted for the best possible outcome. Marketing’s job is no longer about bringing in the leads and handing it off to sales. With ABM, the sales and marketing teams are going after leads together and it’s a collaborative effort. By following these 6 steps, you are enabling your organization to run successful campaigns that track account progression from initial interest through the sales pipeline.