Many B2B companies are just getting started with Account-based Marketing (ABM) initiatives. Moving to an ABM approach can seem quite daunting, when you have been running traditional demand generation programs all along. Everywhere you turn, the ABM “hype meter” does not seem to die down. Just about every provider will tell you they do ABM, and it can get hard to decipher where exactly a technology or tool fit into an overall ABM process.
So before you pick up speed and start cruising down the ABM Super Highway, is there an on-ramp you can take, that will lower your stress level as a new driver? Do you have ample runway to pick up speed, and feel safe as you merge into the fast rushing traffic, all headed towards their ABM destinations? Is your on-ramp well thought out, so it minimizes sudden breaks-and-accelerates, and eliminates misfires, as you get on the long ABM road ahead?
Broader ABM Requires 4 Key Investment Areas
Any ABM initiative requires that you invest in 4 key areas: Content, Programs, Data and Infrastructure. Making decisions around ABM budget allocation across these areas can be quite confusing, especially when you don’t yet know what strategies and tactics will bear fruit quickly. So what are some quick ways to get started, where you are on the on-ramp to broader ABM, with minimal disruption to your existing processes and programs?
What is ABM Display?
ABM Display is a quick way for you to reach and engage key buyers and influencers at your target accounts, using display ads. It’s all about driving increased awareness, and deliver insights on highly engaged accounts to your sales teams, so they can prioritize their sales outreach and accelerate the pipeline with more new opportunities and closed/won deals.
3 Ways ABM Display Is Your On-Ramp to ABM
Here are 3 Ways that ABM Display is your perfect On-ramp to a broader ABM initiative:
Less “Data”? Your Ideal Customer Profile (and Accounts) Is All We Need
If you’re running traditional demand generation programs, then you are already sending out nurture emails to your database of contacts. What an ABM approach would recommend is that your contacts are all buyers and influencers at accounts that fit your Ideal Customer Profile (ICP). Here’s our recommendation on the best way to identify your ICPs for sales prospecting.
What if your contact database has significant coverage gaps? What if you are missing data including the exact names, titles, emails for key contacts at your target accounts? The good news is that you can kick off an ABM display program with just your ICP(s) that are then mapped to a list of target accounts, along with the specifications for your target job functions, levels and titles of interest at those accounts.
Don’t have all of your account data with key attributes (account ip domain, industry and more)? No problem, we can help you with enriching your account level firmographic data through our third party data partners.
We can start from there and provide you with a Complimentary Account Coverage Report. (See our ACR Video that explains how to submit your account information). The final ACR report will tell you exactly which accounts on your list are reachable via IP addresses or cookies, and then help you to map out a program budget.
Short on Content? Strong Ad Creative and Website Home Page Will Do The Trick
Kicking off a broad multi-channel ABM initiative will require much more extensive planning, possibly a full content audit, and updating and readiness of content offers and assets in different formats, for use across social, email, mobile & display.
With ABM display, you can limit your content readiness to say 2 pieces of interesting, fresh content (an e-Book, a recorded webinar, an analyst report) that you can offer to your key targets. Combine that will a well designed home page, and you are good to go!
For every prospect that engages by clicking on a display ad, our statistics show that anywhere from 7 to 10 users will directly visit your website. You will see many more prospects and accounts engage on your website as a result of an ABM display program. It’s important that you measure and act on account-level engagement through both ad clicks and website visits.
Light on Tech? Go from Launch To Actionable Insights in 2 Weeks Flat
Are you still in the early stages of upgrading your marketing tech infrastructure? Perhaps you are in the middle of a marketing automation (MAP) platform transition? You may still be in the conversation stage with a B2B attribution or Predictive Analytics provider. Perhaps you have multiple sales teams globally, on different CRM systems. Your corporate marketing team is evaluating Data Management Platform (DMP) suppliers, and they are months away from a decision. Your CMO is concerned about rushing the decision on “big ticket” infrastructure items.
The good news is none of this can stop you from launching an ABM display program. All you need is approval for a quarterly program budget. Get your target account lists loaded, and two different ad creative ready. You can launch in as little as 2 weeks. And once your ads are serving, expect account-level insights for your sales team in about 2 weeks from launch.
Planning and operationalizing a broad ABM initiative across your enterprise can be a daunting task. Your CMO and Sales Leaders will want to see some quick wins. ABM display is your on-ramp to a broader ABM initiative.
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