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Bringing your ABM strategy to the world of CTV

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MobileFuse launches improved targeting for CTV and cross-channel campaigns


Account-based marketing (ABM) is a growth strategy brands are adopting at a rapid rate.

“70% of marketers say they use ABM, and there’s a 15% year over year increase in the usage of an ABM,” said Ali Haeri, VP of marketing at MNTN, in his presentation at The MarTech Conference. “But the problem with ABM is that everybody is using the same playbook.”

Email marketing, targeted advertising, and personalized landing pages are some of the most popular tactics employed by ABM marketers. And they can all be quite effective.

However, relying on the same old tactics can cause campaigns to become stale, which is why marketers need inventive ways to drive leads with ABM.

“The problem is that when all marketers are doing the same thing and working out of the same playbook, it’s really hard to differentiate yourself,” said Haeri. “It’s really hard to stand out, and when we’re considering our end-user, it’s really hard to cut through the noise.”

Enter CTV — a growing channel offering ABM marketers plenty of opportunities.


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.

Click here to download!

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Too much at stake not to consider ABM/CTV integration

With all the time, effort, and resources that go into ABM strategies, marketers need to make sure they’re meeting their goals, less they end up wasting valuable campaign dollars.

“You may put a lot of effort into creating a personalized landing page experience for your ABM prospect, but do they even get to the landing page?” asked Haeri. “Are the other touchpoints working well enough to get a prospect to the landing page?”

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He added, “The key consideration here is that there’s too much at stake to not nail your ABM strategy.”

Nine out of 10 marketers attribute larger deal sizes to their ABM program, according to data from Forrester Research. And 200% more revenue is generated by marketers who have an ABM program installed when compared to those that don’t, according to research from Terminus. With so much potential, marketers would be wise to get their ABM programs right.

“Having an effective implementation of an ABM strategy can do wonders for your business,” Haeri said.


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Why use CTV in your ABM strategy?

“What we’re talking about here is using the biggest screen in the household — the television — as the channel to get your ABM targeted message out to your prospects,” said Haeri. “This is a mechanism where you can create distance from your competitors utilizing connected TV as a channel.”

ABM tactics can stand out from the competition by targeting users on CTV, drawing in those that may have been left out in the past. Here are some other reasons why it can serve as a powerful channel for your ABM strategy:

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  • It’s highly targetable and fully measurable.
  • It’s a digital channel that serves high-impact ads.
  • It’s an effective demand generator.

Find audiences on CTV with ABM platforms

“B2B marketers don’t have the luxury that a lot of B2C marketers do,” said Haeri. “Everything needs to be measured meticulously, and you need to be assured you’re getting a strong return on your ad spend.”

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To find the ideal audiences and make the most of CTV’s potential, marketers should identify an ABM platform or tool that can help them reach their goals. Haeri says the option you choose should accommodate brand needs, including features such as user targeting, CRM list management, and campaign measurement.

Regardless of which ABM platform you choose, it’s clear there are incredible opportunities for ABM marketers in CTV.

“Bring your ABM strategy to TV,” Haeri said. “Now that TV can be treated as a performance marketing channel, it’s a no-brainer.”

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?

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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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Old Navy to drop NFTs in July 4th promo update

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Old Navy to drop NFTs in July 4th promo update

Old Navy will update its yearly Fourth of July promotions by saluting the metaverse with an NFT drop, going live June 29.

In honor of the year they were founded, the retailer will release 1,994 common NFTs, each selling for $0.94. The NFTs will feature the iconic Magic the Dog and t include a promo code for customers to claim an Old Navy t-shirt at Old Navy locations or online.

“This launch is Old Navy’s first activation in web3 or with NFTs,” an Old Navy spokesperson told MarTech. “As a brand rooted in democratization and inclusivity, it was essential that we provide access and education for all with the launch of our first NFT collection. We want all our customers, whether they have experience with web3, to be able to learn and participate in this activation.”

Accessible and user-friendly. Any customer can participate by visiting a page off of Old Navy’s home site, where they’ll find step-by-step instructions.

There will also be an auction for a unique one-of-one NFT. All proceeds for the NFT and shirt sales go to Old Navy’s longtime charitable partner, Boys & Girls Clubs of America.

Additionally, 10% of NFT resales on the secondary market will also go to Boys & Girls Clubs.

Support. This activation is supported by Sweet, who’s played a major role in campaigns for other early NFT adopters like Burger King.

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The Old Navy NFTs will be minted on the Tezos blockchain, known for its low carbon footprint.

“This is Old Navy’s first time playing in the web3 space, and we are using the launch of our first NFT collection to test and learn,” said Old Navy’s spokesperson. “We’re excited to enable our customers with a new way to engage with our iconic brand and hero offerings and look forward to exploring additional consumer activations in web3 in the future.”

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Read next: 4 key strategies for NFT brand launches

Why we care. Macy’s also announced an NFT promotion timed to their fireworks show. This one will award one of 10,000 NFTs to those who join their Discord server.

Old Navy, in contrast, is keeping customers closer to their owned channels, and not funneling customers to Discord. Old Navy consumers who don’t have an NFT wallet can sign up through Sweet to purchase and bid on NFTs.

While Macy’s has done previous web3 promotions, this is Old Navy’s first. They’ve aligned a charity partner, brand tradition and concern for the environment with a solid first crack at crypto.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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