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
Many B2B companies are just getting started with Account-based Marketing (ABM) initiatives. Moving to an ABM approach can seem quite daunting, when you have been running traditional demand generation programs all along. Everywhere you turn, the ABM “hype meter” does not seem to die down. Just about every provider will tell you they do ABM, and it can get hard to decipher where exactly a technology or tool fit into an overall ABM process.
So before you pick up speed and start cruising down the ABM Super Highway, is there an on-ramp you can take, that will lower your stress level as a new driver? Do you have ample runway to pick up speed, and feel safe as you merge into the fast rushing traffic, all headed towards their ABM destinations? Is your on-ramp well thought out, so it minimizes sudden breaks-and-accelerates, and eliminates misfires, as you get on the long ABM road ahead?
Broader ABM Requires 4 Key Investment Areas
Recent developments in online ad technology have made B2B display advertising more affordable and easier to manage. Today more companies can do it than ever before.
But does that mean your company can afford to do it?
This article helps answer that question. It lists your likely costs and offers tips for controlling them.
Expect Costs in Three Categories
When you begin B2B online display advertising, you will spend money in three areas:
- Fees for an ad technology platform. This is a monthly or annual fixed cost. You pay a subscription fee.
- Fees for media buys. These are variable costs. The amount you pay depends on how many ads you buy, which accounts and individuals you target, and how many impressions you want.
- Fees for creative and other purchased services. These are also variable costs. You will need creative and production services to generate your ads. You may also choose to buy optional premium services such as ad verification.
Let’s look at each category in more detail. Continue reading
Are you running ABM display programs (display ads directed at your list of target accounts)? If so, there are 5 key questions you should be asking your ABM display partners BEFORE you launch a program:
1. Which accounts on your master account list are reachable?
2. How many accounts can you target for a set budget?
3. Which accounts are being served your ads (and how many impressions)?
4. How many (more) accounts are engaging via ads and on your website?
5. How many new opportunities are in your CRM from your target accounts?
This post will answer the first of these questions — how you can find out the number of reachable accounts (accounts you will be able to serve ads to) on your target account list. At Kwanzoo, we encourage you to get this exact information from us through a complimentary Account Coverage Report.