ABM Display Advertising: Huge Revenue Opportunities for B2B Agencies (Part 2)

In Part 1 of this blog, I focused on six trends to help convince B2B agencies that they should make ABM display advertising part of their revenue streams.

 Ok. Let’s say I have done my job and you are now sold on ABM display advertising. Now what?

 To tap into those new ABM display advertising revenue opportunities, you are going to have to supplement the skills and talent of your current staff. If you are a traditional B2B agency you probably have account management, copy writing, graphic design, media buying, negotiation, production management, public and media relations well covered.

 To help your clients succeed with ABM, you are going to have to hire some talent with skill sets and experience that you may not have needed—or considered—in the past. As a B2B agency, here are the five skills that you should seriously consider as you plan to embrace ABM and help your clients.

1. StrategyYou need to hire a few folks who have “been there, done that.” Successful strategy experience cannot be underestimated—and it is truly appreciated. Most of your clients who will be interested in ABM and display advertising “don’t know what they don’t know.” Continue reading

ABM Display Advertising: Untapped Revenue Opportunities for B2B Agencies (Part 1)

I talk with a number of B2B marketing and advertising agencies every week and I am still surprised at how many of them have not embraced Account-Based Marketing (ABM)–especially ABM display advertising. I see at least six trends occurring now that validate for me that every B2B agency out there should be offering ABM display advertising services.

Trend 1: Marketers Believe That ABM Works. Not only does it work, it could be the best approach that they use. According to ITSMA, almost 85% of marketers measuring ROI say that ABM outperforms other marketing investments. Alterra Group goes even further and says 97% of marketers surveyed believe that ABM had higher ROI than other marketing activities. If marketers feel that ABM is not only working but is one of the best strategies that they can implement, they are going to spend a lot of money there and look for help and expertise. Moreover, the conviction that ABM works will be shared with other marketers and they are going to check out ABM–searching for help. Continue reading

The Simple Math for ABM Display Ad Programs

A growing number of B2B companies are planning, budgeting and launching ABM display advertising programs. One area where many customers struggle today is modeling out the estimated return on spend (ROI) from these programs.

As we work with a growing number of mid-to-large enterprise B2B companies, we have developed some rules and key metrics (we call it “Simple Math”) so you know you are scoring “small victories” from ABM display ads as you move towards your revenue goals.

 All marketing programs should have a direct positive impact on revenue. However, tying your  program spend to revenue outcomes is not always easy. It’s even harder when your products or solutions involve larger annual contract values (ACVs) of $100K or more, longer sales cycles of six to 18+ months, and complex buyer journeys over multiple digital channels.

Continue reading

ABM Display Ad Secret: For Better Results, Try the “Marigold Effect”

Many seasoned gardeners know the power of companion planting. When implementing this type of planting, the companion plant often chosen is the yellow or orange Marigold flower.

With companion planting, marigolds have been proven to help the growth and performance of basil, broccoli, Brussel sprouts, cabbage, cauliflower, cucumbers, eggplant, gourds, kale, potatoes, squash, and tomatoes. Marigolds also a great companion plants to melons because they deter beetles. In fact, some scented varieties of marigolds not only deter beetles, but beet leaf hoppers, cabbageworms, Mexican bean beetles, and nematodes (microscopic worms that attach the roots of plants) as well. Some varieties even repel rabbits.

According to the University of Rhode Island Green Share program, the secret is in the strong scent of the marigold. Many insects and pests find food based on smell and the marigolds can mask the scent of various crops. So, if the adult cabbage moth has a tough time finding the crops by smell there will be fewer cabbageworms around the cabbage and other plants.

It has been said that the roots of French Marigolds release a chemical so strong that this marigold is an effective pesticide for several years after the plants have died in your garden or flower bed. The University of Florida Extension recommends planting a robust crop of marigolds one season before planting fruits or vegetables to effectively control nematodes.

The Alabama Cooperative Extension Service notes that marigolds also suppress some disease-causing agents.

Many rose gardeners also swear that marigolds help deter weeds and strengthen rose plants. The powerful outcome from certain types of marigolds—repelling insects and pests, suppressing diseases, and minimizing weeds—strengthens companion plants. The combination of marigolds with companion plants creates greater performance for all collective plants versus just growing roses, vegetables, or marigolds on their own.

That is the “Marigold Effect.”

While the Marigold Effect is often seen in the gardening community, I believe that it can be applied to the Account-Based Marketing (ABM) world with great results as well. One of the best ways that I see to create the Marigold Effect in ABM is with display advertising and retargeting. Continue reading

ABM Program Success: Four Tips from a Bass Fishing Tournament Winner

Bass fishing looks easy…that is, until you step off the dock into your boat and realize you have eight hours to catch as many largemouth bass as you can. The same holds true for Account-Based Marketing (ABM). It makes sense and looks easy until you have to dip your toe in the water and build out a pilot program.

The other weekend I was flipping the channels on the TV and came across an interview with a guy who had just won a bass fishing tournament. His insights seem to be just as relevant for successful Account-Based Marketing as they did for successful bass fishing. I’d like to share four of those insights with you and see what you think. Continue reading