20 Tips for Creating Effective ABM Display Ads (Part 1 of 2)

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:

  1. Understand what your ad platform can and can’t do
  2. Assess the experience and capabilities of your creative team
  3. Recognize that digital agencies don’t have all the answers
  4. Understand your review and approval process for ads
  5. Think how you will create and manage landing pages
  6. Know what it takes to create new pages on your company website
  7. Understand what help you can expect from the team that runs your website
  8. Coordinate with whoever runs your marketing automation system
  9. Understand how you can track responses to your ads
  10. 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?

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Marketing Leader’s Dilemma: When to Invest in Display Advertising for ABM (Part 2 of 2)

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?    

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A Peek Behind the ABM Curtain (third in series)

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?

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CEO’s Dilemma: When to Invest in Display Advertising for ABM (Part 1 of 2)

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