Online Display Advertising for Account-Based Marketing: What’s in It for B2B Sales Teams
Online display advertising? Account-based marketing? These probably aren’t hot topics on the agenda at meetings for B2B sales reps. But they ought to be.
Considering how hard it is get into new enterprise accounts, online display advertising and account-based marketing offer powerful advantages. They’re especially valuable for B2B companies sell high-consideration products or services to big accounts.
If you sell innovative products or services, or if your company isn’t well-known in an industry segment you’re trying to enter, you’ll want to pay attention.
So…what’s the 411, anyway? If you’re a B2B marketer like me, you’re probably knee-deep in account-based marketing headed into 2017. And…if that’s the case – you’re probably wondering:
“What’s the big deal with cookies and IPs anyway? Does it really make any difference if my program is cookie-based or IP-based? How do I know when to use which? Should I ever use both?”
That’s where this post comes in…I’m here to give you a quick rundown of what exactly it means for an ABM program to be cookie-based vs IP-based and when and where you can use each one. Continue reading →
A few days ago, I was at an after party at the SiriusDecisions Technology Exchange 2016 conference in Austin. The best part of these live meets – you get a level of candor that rarely comes through in web meetings or conference calls with fellow B2B marketers.
One Senior Martech Product Leader said this about their Account-Based Marketing (ABM) plans: “Our (Enterprise) Customers are telling us that they’ve all the new product they need for now.” It turns out this Product Leader’s organization delivers an industry-leading marketing automation platform. However the platform has yet to offer core ABM capabilities. That said, their customers were quite happy (it seems) running traditional demand gen programs – tracking Leads, MQLs, and Sales Accepted Leads. All the “ABM” buzz seemed to have simply passed them by… Continue reading →
So you’re running ABM display campaigns. Your budget has been approved, you have chosen a provider, and your ads have launched. You’re golden, right? Well, not quite. Running your campaign is all well and good, but now you need to determine how to best measure your campaign in order to prove the results to management.
Below are three actionable tips that will help you get the most accurate and complete gauge on your ABM campaign performance as you run campaigns. These assume that you have some background in display — for more on the basics, check out our previous blog post, 13 Keys to Success: The Ultimate ABM Checklist.
Yes, it is that time of the year again. It’s budgeting time for 2017 marketing technology & programs at many B2B companies. Your time is short. You don’t want to waste your colleagues’ time either, setting up ABM vendor calls that bomb. What can you do to keep the discovery process tight? What can we do as ABM tech providers to make it easier for you?
Here at Kwanzoo, we are talking with customers every day, and in constant touch with our partners and industry analysts. So we thought, why not share back a bit about what seems to make a Great ABM discovery call for us and our clients? A call where both parties come out feeling like it was time well spent. Where we hopefully want to continue the conversation, but even otherwise, wrap up on a positive note with the possibility of working together in the future. Continue reading →