Author Archives: Alan

Measuring Success from ABM Display Programs

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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.
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Why Run ABM Display Programs, and How to Measure Success

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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.

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