When running ABM display, ads are normally served to a list of cookies or IPs generated from your account list. However, with most ABM providers, when it comes to actually measuring the most important outcomes of your campaigns—who visited from what account, and how much each account engaged with your ads —a large percentage of site visits may end up being reported as anonymous visitors. With reverse IP all that you can find out is the account (company) that the anonymous visitor belongs to; and that again only when they visit your website from work or business IP addresses.
Unfortunately, a large proportion of your target account traffic–up to 80%– often ends up being reached via home IPs, through ISPs or through VPNs at those accounts. Continue reading
Over 3000 B2B marketers converged recently at the SiriusDecisions Summit in Las Vegas. One of the big announcements there was the introduction of their new and improved SiriusDecisions Demand Waterfall™.
A great many articles and posts that have been written over the past couple of weeks around this new Waterfall and what it means for B2B marketing. You can catch SiriusDecisions’ own Overview of their New Waterfall here.
What Is the NEW SiriusDecisions Demand Unit Waterfall?
Earlier versions of the Demand Waterfall were all about leads (or individual buyers in a B2B buying team) who raise their hands and the progression of those leads down the demand funnel. The new Demand Waterfall recognizes the broader trend to an “account-based” or “account-centric” approach to B2B marketing. It moves the focus from leads to “Demand Units” – where each Demand Unit represents a group of Buyers within the enterprise with a clearly defined need, staff resources, budget and are seeking solutions from a tech or services provider.
In display advertising for account-based marketing (or ABM), the results you achieve will depend mainly on the quality of thought and insight that goes into your planning process.
Consistently solid thought processes produce consistently better ads.
This article is about bringing the elements of your thought process together for handoff to the creative team that writes, designs, and executes your ads.
You read several tips for planning your ABM ad campaigns.
You’ll also find links where you can download templates for your two creative briefs. One brief is for use with individual ads, and the second is for use with landing pages that link to your ads. Continue reading
As B2B marketers, we are inundated with live event opportunities in the first half of every year. From B2B Marketing Exchange to the Revenue Summit (by Sales Hacker and FlipMyFunnel), the TOPO Summit, Martech, the various Marketing Cloud events (Oracle MME, Marketo Summit, Adobe Summit, IBM Amplify), and the SiriusDecisions Summit – it is one long list that could easily take up a big slice of our time and event (attending and sponsorship) budgets.
Here at Kwanzoo, we have attended or sponsored a good number of the events on this list. Time is precious, so we are constantly evaluating which events seem to have the best “vibe” for attendees and sponsors, the best content programming, well-prepared speakers who care about their audience, put their attendee interests first (while also delivering for sponsors) and overall deliver the best ROI for time spent.
What Was Different About TOPO Summit
This post tries to answer the question, “How do I create effective display ads for account-based marketing (or ABM)?”
It’s the second of a two-part series that aims to help you avoid mistakes others have made in setting up their ABM display campaigns. It identifies important steps others have missed along the way.
The first article provided 10 tips to help you evaluate your capabilities before you set your strategy.
This article offers 10 tips related to your your target audiences, your goals for your ads, and how you’ll measure success:
11. Clarify your purpose and goals.
12. Define your target audiences.
13. Check the number of targets available in each segment.
14. Consider which ad formats you’ll use.
15. Think what you want people to do when they see your ad.
16. Think how you will measure the success of your ads.
17. Check how much you can learn about who visits your web pages.
18. See if your ad platform can compare click-through performance across ads.
19. See if you can do split testing.
20. Strategize appealing offers.
The common point of both articles is simple: It pays to think ahead. Continue reading