This post is the first in a two-part series that tries to answer the question, “How do I create effective display ads for account-based marketing (or ABM)?”
In these articles, I will help you avoid common mistakes that others have made. I also identify important steps others have missed.
In this first of two articles, I focus on 10 tips to help you prepare to develop your ad strategy:
- Understand what your ad platform can and can’t do
- Assess the experience and capabilities of your creative team
- Recognize that digital agencies don’t have all the answers
- Understand your review and approval process for ads
- Think how you will create and manage landing pages
- Know what it takes to create new pages on your company website
- Understand what help you can expect from the team that runs your website
- Coordinate with whoever runs your marketing automation system
- Understand how you can track responses to your ads
- Learn about new visitor-tracking technologies
The second in the series shares 10 more tips for creating effective ABM display ads.
An earlier article addressed the topic of how to get your display ads produced.
I assume here that you’re a marketer responsible for creating a program of effective display ads. Because ABM display advertising is new to most companies, I also assume that you’re just getting started with your program.
So how will you go about it? What should you do first?
Be An Educated Consumer.
Recently I attended an Account-Based Marketing (ABM) conference and had the opportunity to speak with three attendees during different breaks who told me that they were already using a display advertising platform. “Great.” I said. “What made you choose that specific platform?”
Response #1: “A board member recommended it to us.”
Response #2: “I saw their advertising everywhere so I figured they were popular.”
Response #3: “They put on their own user conference so we thought they were big with robust features.”
“So, how did that choice work out for you?”
In all three cases, the person I was talking to put his or her head down and said something to the effect, “It is a bit frustrating. We had expected different results.”
How can you have any expectations when you didn’t bother to do due diligence on your display advertising platform? Two of these folks were VPs of Marketing. The third was responsible for all ABM marketing programs for his company. Continue reading
For a marketing leader whose team participates in account-based marketing (or ABM), when does it make sense to get started with online display advertising?
This article tries to answer that important question.
It’s the second in a two-part series. The first article considered the investment dilemma of a chief executive officer (or CEO).
In that scenario, the CEO faced an either-or decision: Should he approve his sales leader’s recommendation to hire new inbound sales reps? Or should he back the bid of his marketing leader to spend roughly the same money on display advertising?
In today’s scenario, we focus on a marketing leader whose company is piloting a new ABM program.
In setting marketing priorities and budgets, when should she consider investing in online display advertising versus other programs and initiatives that support ABM?
An interview with Anudit Vikram, SVP, Advanced Marketing Solutions, Dun & Bradstreet
Kwanzoo: Thank you for your time Anudit. Let’s start off with an easy question. What is your role at Dun & Bradstreet?
Vikram: Sure, my role is to drive the product technology and data sciences behind our digital efforts. Within our Sales and Marketing line of business we have been building out our digital products over the last few years and that is what I drive. My primary focus is digitizing our data assets and building products for digital marketing, online advertising, or to use in the adtech ecosystem.
Kwanzoo: The data provider and data management vendor space is getting more crowded every day. How do you view and segment the different players out there?
Why should your company invest in online display advertising for account-based marketing (ABM)? Couldn’t you make other investments that would produce better results?
These are key questions for leaders in companies that commit to ABM.
As you identify your target accounts, you find you have many competing priorities. You always have limited time, attention, money, and resources.
Compared to display advertising, some alternative investments may seem less expensive, less risky, easier to execute, and faster to produce results. But is that really the case? Continue reading