As a B2B marketer, you may already be investing in ABM display programs. These programs offer one of the most effective ways to pro-actively reach and engage your buyers and influencers at target accounts. As you consider your options for an ABM display tech partner, here are the real considerations that we believe should be front and center for you:
This is Part Two of a 2 part post. In Part One, we discussed how ABM display programs which serve ads to specific target accounts and contacts differ from traditional display programs that target broader audience segments based on their content interests, site visit, or search behavior. As any good B2B marketer or CMO will tell you, any marketing program that you deploy needs to be measured. Your Company must be able to establish a clear correlation between spend and sales outcomes within a reasonable period of time.
Many B2B companies today are investing in Account-Based Marketing (ABM), and a key part of that investment is through ABM display programs, in which display ads are served across the web to your list of target accounts.
In this post, part of Kwanzoo’s #ABMDoneRight series, we will look at how ABM is transforming traditional display advertising. We will discuss why display has not worked traditionally for B2B marketers, and how ABM is fixing some of those limitations. In Part 2 of this post (to be published next week) we will get into the specifics of measuring ABM display program success – and how measurement for ABM display is different from traditional display programs.
For B2B marketers, the months of March to May are well and truly “conference season”. From the Martech Conference (#Martechconf) in San Francisco in March, to the Oracle MME Event (#MME16) in April, the Marketo Summit (#Mktgnation) and IBM Amplify (#IBMAmplify) events in April-May, topped off with the Sirius Decisions Summit (#SDSummit16) at the end of May, it’s a full plate of B2B marketing innovation for everyone. We at Kwanzoo have been present at all 3 of the “Big 5” marketing events this conference season so far, while the IBM and Sirius events are still ahead of us.
ABM: Is it Rough Waters or Clear Skies Ahead?
Account-based Marketing (ABM) was front and center everywhere at the past 3 conferences. What became very clear to us was the following: The faster an enterprise B2B CMO has confidence that her team was equipped with the right answers to their questions (i.e. they are headed to clear skies, and not caught deep in rough waters) the faster they would move forward with their first ABM “pilot” or kick off a strategic ABM initiative.
ABMDoneRight: Moving from Rough Waters to Clear Skies
This post is part of Kwanzoo’s “#ABMDoneRight” series of posts and webinars.
Whether you are a mid-to-large enterprise B2B company, a B2B SMB business, or a high tech startup, you simply cannot ignore ABM. You need to map out your ABM strategy. You need to make decisions around your ABM tech stack and solutions, both tactical and strategic. You need to educate and build up ABM skills within your teams. You need to make a decision around ABM related investments. You need to cut through the “noise” from martech providers, with just about everyone telling you they can help you with “ABM”!
This post is our attempt to help clear some of the ABM “rough waters” today and help you get to “clear skies”. If you are new to ABM, we hope it helps you get started. If you are already in, we hope it helps you avoid some wrong turns, get serious, and start seeing near-term results.
Take a look at the latest upcoming news and events from Kwanzoo in April 2016:
[Events] Oracle Modern Marketing Experience and Marketo Summit 2016
Are you planning to attend this year’s Oracle Modern Marketing Experience, April 26-28th, or Marketo Summit, May 9-12th in Las Vegas? Meet Kwanzoo CEO Mani Iyer and the Kwanzoo team to learn about account-based marketing (ABM), account-based site and email retargeting, LinkedIn Lead Accelerator (LLA) replacement, personalized display, and more.
Schedule a Meeting
[Webinar] ABM at Scale with OMC|BlueKai and Eloqua
Account-based marketing (ABM) is changing the way B2B companies approach demand generation. In this live webinar jointly presented by Oracle Marketing Cloud (OMC) and Kwanzoo, learn all about OMC and partner ABM capabilities, the 6-Step ABM Execution process, and building an ABM solution stack that delivers results.
Date & Time: May 19th, 2016, 10am PT/1pm ET
Speakers: Mani Iyer, Kwanzoo CEO & Niraj Deo, OMC|BlueKai Senior Product Executive
[New ABM Features] ABM Retargeting, ABM IP with Geo Targeting, ABM Ads with Dynamic Content
Kwanzoo is excited to announce three new features, ABM Retargeting, ABM IP with Geo Targeting, ABM Ads with Dynamic Content – to save you 50%+ in media costs and 100s of hours building static ABM ad creative.
- With ABM Retargeting, run B2B site and email retargeting programs that serve ads ONLY to your target accounts and no one else. This capability delivers significant savings for B2B companies with higher website visitor traffic, or divisions of B2B companies who need to market to a small portion (e.g. 30%) of the overall visitor traffic to their Company website.
- With ABM IP with Geo Targeting programs, control the exact geo location, down to the city, state, and country where you serve your ads. This greatly increases the precision and control over your ABM IP programs. To see this in action against your Company’s list of target accounts, sign up for our FREE Account Coverage Report.
- Finally, our new ABM ads can be served to 1000s of target accounts, with Account-Specific Dynamic Content (e.g. Account Name, Account Geo Location) easily personalized to the user in real-time. You can now serve up ads that say “Hello Netflix, …..” or “Dear Cisco Systems, xxxx” which can boost your ABM display ad engagement by 2X or more.