Driving Results through Advertising for an ABM Strategy

Driving Results through Advertising
with an ABM Strategy
Sarah Nels
Director of Campaigns & Customer Data
Demandbase

©2015 Copyright Demandbase, Inc.
Demandbase Confidential.
Agenda
 Account-Based Marketing Overview
 Strategy
 Best Practices
 Practical Examples
 Beyond the Workshop

Account-Based Marketing
Identify the
companies most
likely to buy, and
then market to
them

What is your buying universe?
Source: US Census Bureau
U.S. Businesses:
28 million
>1 Employee:
6 million
$10M+:
200,000
$100M+:
20,000
$1B+:
2,000
…most B2B companies target 2,000-5,000 accounts total

Focus on what matters: Accounts
Identify the
right accounts
Market to
those accounts
Measure by
accounts
STEP 1 STEP 2 STEP 3

Why Account-Based Marketing?
6
• Ensures attention is given to top prospects/customers
• Defines growth and timing based on account specifics
Focuses on best
opportunities
• More efficient with a defined universe
• Delivers on their target accounts
Supports sales
reality
• Linked to greater customer satisfaction and retention
• Customers experience less noise, respond at higher rates
to more relevant outreach
Delivers
customer-centric
experience

Account-Based Advertising:
Strategy

Where ABA fits
Business objectives
• Brand awareness
• The right traffic
• Quality leads
• Deeper engagement

Customers
Prospects
Partners
Define Segments and Business Objectives
Upsell
Renewal
Awareness
Trial
Purchase
Re-
Engage
Competitive
Acquire
Inform
CoSell

Use cases for ABA
Most common
 Drive website traffic from target accounts
 Plant the seed for upsells and renewals
 Expand reach of digital campaigns
Experimental
 Increase sales velocity
 Competitive conquesting
 Give direct mail campaigns a digital boost

Best Practices

Account-Based Advertising Best Practices
Use ABA to increase awareness and engagement at target
accounts
Avoid using ABA solely for direct response, but do drive to a
form-enabled page
Test creative and landing pages regularly
Share actionable insights with your sales team
Measure what’s meaningful – CTR’s and CPM’s don’t
translate into revenue

Creative Best Practices
 The more you try to say, the less people will hear.
Tell your story in one to three frames.
 Have all ad frames fully communicate the takeaway
 Utilize dynamic personalized creative to your advantage
 Establish a creative template to maximize creative efficiency
 Have a clear call-to-action. (e.g. “Learn More”, “Read our
recommendations”, etc.) Avoid “Download Now” or “Click Here”
 A/B Test

Landing Page Best Practices for Engagement
 Customize the experience with personalized advertising and
landing pages
 Have continuity between ad creative and landing page
 Sending the audience to a blend of content increases site
engagement, but don’t have too many options
 Control the conversation
 We recommend strategic routing - Let visitors consider your product
before the hand raise
 Retarget visitors with a lower funnel related message to push for a
conversion

Landing Page Best Practices for Conversion
 100% Gated pages result in high bounce rates and fewer
conversions.
 Have a thorough description of the asset above the fold
 Included secondary and tertiary content below the fold
 Keep action to goal ratio low
 Shorter forms lead to high conversions – only 4-5 fields
 Privacy statements with forms
 Thank you page should have links out to main site and suggested
content, “You might also be interested in…”

Driving Results

Advertising Campaign Strategy
Strategy
What are the campaign objectives for each segment?
How will we attract and engage target accounts both
on the web and onsite?
2
Identify Key Accounts
Target
Account List1
What creative messaging to present to each segment
throughout the buyer’s journey?
Personalization3
KPIs for advertising and website are different. KPIs
for segments are different as well.
Results4

New metric: Account Lift
Increasing page level engagement of accounts
Lifters
• Send to Sales
• Use for intelligent lead gen
• Retarget with lower funnel messaging
Decliners
• Double down efforts
• Drive to different content
• Remove from nurture lists – out of cycle

Defining Segments and Goals
Net New Prospects
• Drive site traffic
• Educate
• Submit “Contact Us”
SAL/MQLs
• Quality over Quantity
• Right Company + Right Contact
Competitive Conquesting
• Driving deeper engagement on
key product pages
• Demo/Offer/Trial
Customer engagement
• Cross-Sell
• Upsell
• Ambassadors!

Net New Prospects
Goal Tactic How to win
1. Attract
Advertising campaign to blended page to
educate
75% of segment on site
2. Engage
Personalize to industry so prospect knows
they are in the right place
+20% of target accounts
3. Convert
Cookie retarget individuals to form fill
submission
+5% form submits

Net New Prospects - Industry Personalization

MQL/SQL Drivers
1. Attract Sequential advertising Strong, consistent strategy
2. Engage Personalize messaging by need
Serve segment relevant content, hide
the rest
3. Convert Right company + Right Contact Demo scheduled with Sales (SQL!)

Initial Targeting Banner & LP

Cloud Retargeting Banners & LP

Customer Engagement
1. Attract
Hand pick customers for nurture
campaign
Account-Based Retargeting – engage with
customers already on your site
2. Engage Retargeting off of key pages Continue personalization on LPs
3. Convert
Offer up multiple pieces of gated
and ungated content
Monitor page views by account to determine
interest area

Customer Engagement

Competitive Conquesting
1. Attract
Create a list of pre-sale lost or
post-sale lost
Have primary differentiator front and center
2. Engage Primary and Secondary CTA on LP Snackable content that increases education
3. Convert
Cookie retarget individuals to form
fill
+5% form submits

Competitive Example

A/B Testing
How this all comes together

A/B Test – What do I need to know?
 Know what you’re testing and why
 Define success
 Test one element or variable at the same time
 Run the test at the beginning of a campaign
 Run for short period of time until the sample size is valid
 Ensure your primary objective is still intact

Creative A/B Test – Keep it simple
A: PERSONALIZED
Acme Corp.,
Get your app in
the cloud
Learn more
»
cloud ware
Get your app in
the cloud
Learn more
»
cloud ware
B: NON-PERSONALIZED
Get your app in
the cloud
Learn more
»
cloud ware
Get your app in
the cloud
Learn more
»
cloud ware
A: BLUE BUTTON B: GREEN BUTTON
cloud ware
Get your app in the cloud
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Submit
DOWNLOAD
cloud ware
Submit
DOWNLOAD

Get your app in
the cloud
Learn more »
cloudware
cloud ware
Submit
DOWNLOAD
cloud ware
Acme Corp.,
Submit
DOWNLOAD
Landing Page A/B Test
B: NON-PERSONALIZED
A: PERSONALIZED
Get your app in
the cloud
Learn more »
cloudware
cloud ware
Submit
DOWNLOAD
cloud ware
Submit
DOWNLOAD
A: ORANGE
A: DARK BLUE

Top Questions
 3 highest priority segments?
 Business objective for top segments?
 What content do I want them to engage with?
 What are the desired actions?
 What is a conversion for each segment?
 How do I measure results?

In closing – beyond the workshop
 Building a target account list aligns sales and
marketing efforts
 Segmenting your list helps prioritize and focus
marketing efforts
 Measure success in attracting, engaging, and
converting each segment…true impact on revenue

THANK YOU!
Sarah Nels, Ad Strategy
linkedin.com/in/sarahnels
@_SarahNels

Driving Results through Advertising for an ABM Strategy

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