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3 effective ABM strategies you should consider

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“It’s provocative [for us] to position ABM as entirely different from the status quo of demand gen,” said Jodi Cerretani, senior director of demand generation at RollWorks, in her presentation at The MarTech Conference. “For some organizations and some leaders, the core tenants of ABM truly are a revolution.”

Traditional demand gen, by itself, isn’t enough to encompass an effective ABM strategy; marketers need to treat ABM as a separate activity.

Cerretani distinguishes ABM with these three pillars:

  • Identifying high-value targets.
  • Engaging buying committees through coordinated marketing and sales programs.
  • Measuring the impact against shared goals.

These activities serve the purpose of pinpointing accounts with a high potential to convert and developing more effective marketing strategies targeted toward them.

Here are three ABM strategies, stemming from these pillars, Cerretani believes can help marketers improve their conversion rates.

Incorporate ABM into top-of-funnel channels

“You want to identify your target account list formally and then run it through a program where you can identify who is cold or lukewarm,” said Cerretani. “I’ve called them ‘unaware’ and ‘aware,’ but whatever you call them, that’s who you’re trying to isolate.”

She added, “It should be a high volume of accounts.”

Cerretani recommended that ABM marketers focus on creating top-of-funnel content that aligns with their persona and industry research. This content should be appropriate for that top-of-funnel spot — it’s often best ungated, served up in formats like sponsored content, content syndication and sponsored webinars.

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“Sometimes your best chance for conversion is through retargeting,” Cerretani said. “But make sure you’re working with a partner that can allow you to just focus on retargeting your high-fit accounts or high-fit site visitors and not waste any money retargeting low-fit accounts.”

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“You need to be thinking multiple channels simultaneously,” she added.


More B2B marketers are adopting account-based marketing than ever before. Find out why and explore the ABM platforms making it possible in the latest edition of this MarTech Intelligence Report.

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Action in-market accounts

According to Cerretani, actioning in-market accounts is the process by which marketers identify “high-fit accounts and key personas at those accounts that are highly engaged or exhibiting high intent signals.”

Once marketers have that list, she suggests they drill down into the factors that got those accounts on that list. They should analyze their visitors and determine how engaged they are with conversion-friendly content, such as pricing pages or customer case studies. The marketers should also note if their brands are surging for competitor keywords, segmenting out those associated accounts.

“So, for example, if you have a bunch of these accounts that are surging for a competitor keyword, you can isolate those accounts and then pick a CTA that makes sense for the fact that they are surging on competitor keywords,” said Cerretani.


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Re-engage lost marketing-qualified leads

“One of the things that people often forget with account-based marketing is that it doesn’t necessarily stop at being impactful at generating new opportunities,” said Cerretani.

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When brands are looking to launch a new ABM program, Cerretani believes they should take the core tenants of ABM and apply them to re-engagement campaigns. Her team calls them “wake the dead campaigns,” where they work on developing an audience from disqualified MQLs, or those MQLs that have been accepted by sales but haven’t moved forward. This focus on lost (or unengaged) leads can potentially grow your customer base.

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In the end, it all comes back to prioritizing those individual accounts.

“You can measure everything kind of top-to-bottom, from email performance all the way down to the deals that you book and ROI,” said Cerretani. “You should see quick opportunities and deals from this type of motion because it is so powerful.”

Account-based marketing: A snapshot

What it is. Account-based marketing, or ABM, is a B2B marketing strategy that aligns sales and marketing efforts to focus on high-value accounts. 

This customer acquisition strategy focuses on delivering promotions — advertising, direct mail, content syndication, etc. — to targeted accounts. Individuals who may be involved in the purchase decision are targeted in a variety of ways, in order to soften the earth for the sales organization. 

Why it’s hot. Account-based marketing addresses changes in B2B buyer behavior. Buyers now do extensive online research before contacting sales, a trend that has accelerated during the COVID-19 pandemic. One of marketing’s tasks in an ABM strategy is to make certain its company’s message is reaching potential customers while they are doing their research. 

Why we care. Account engagement, win rate, average deal size, and ROI increase after implementing account-based marketing, according to a recent Forrester/SiriusDecisions survey. While B2B marketers benefit from that win rate, ABM vendors are also reaping the benefits as B2B marketers invest in these technologies and apply them to their channels.

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Read next: What is ABM and why are B2B marketers so bullish on it?


About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. With a background in SEO, content marketing, and journalism, he covers SEO and PPC to help marketers improve their campaigns.

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Google, NBCUniversal duking it out to be Netflix adtech provider

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Netflix is playing catch-up in the AVOD game

Ads are coming to Netflix, and Google and NBCUniversal are fighting for the lucrative right to provide them.

Why it’s happening. Until recently Netflix’s position as the dominant streaming service allowed it grow revenue without advertising. A subscription price increase earlier this year led to a loss of about 200,000 subscribers. The first loss in more than a decade. Despite this, Netflix says its user base continues to grow. One explanation: Password sharing. That would explain why there are fewer subscribers but more viewers


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The company is now also facing serious challenges from other streaming providers. So, even though its revenue continues to grow, it is looking to bolster them with a lower-priced, ad-supported subscription option. Bringing in Google or NBCUniversal, could make this happen much faster, though it could still be a year or more before it becomes a reality. 

The case for NBCUniversal. It’s likely that a partnership with NBCUniversal would be exclusive. Their ad unit, FreeWheel, would provide the necessary technology to deliver the ads. The NBCUniversal sales team would help to sell the ads across Europe and the US. 

The case for Google. Google brings its own ad platform, which Netflix is currently a customer of. An agreement with Google could mean an exclusive arrangement, but it hasn’t been confirmed. 

Both competitors are currently working with other large brands. A potential deal with Netflix could mean sharing access to its tech partners and audiences. NBCUniversal is the exclusive reseller of ads for Apple News and Apple Stocks since 2017 and has recently expanded into the UK. Google had been providing ad service to the Walt Disney Co. (a previous FreeWheel customer and current Netflix competitor) since 2018.

See also  Proven steps to getting started with ABM

What Netflix is saying. Netflix hasn’t provided any details of its plans, how many ads will run, ad targeting, or reach. 

Read the announcement. You can read the article from the Wall Street Journal here.

Why we care. From outside, Netflix’s subscription price increase, the fourth since 2018, seems an odd choice. It was announced at the end of January when inflation was already a growing concern for consumers. Also, viewers were already complaining about decreasing quality in new content while old favorites were no longer available. People are cutting spending and may turn to one of the emerging high-quality, lower-cost competitors.

Those competitors are also either ad-free or offer an ad-free version at a low cost. So an ad-supported Netflix tier may not be all that appealing. It’s rash to second guess a company as successful as Netflix, but this doesn’t seem to be a well-thought-out plan.

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Read next: Why we care about adtech: The complete guide


About The Author

Nicole Farley is an editor for Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA and a penchant for true crime, podcasts, travel, and snacks.

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