Account-Based Marketing (ABM) has become a cornerstone strategy for B2B marketers, enabling them to focus their efforts on high-value accounts with a personalized approach. With the integration of advanced technologies such as programmatic advertising, geofencing, LinkedIn targeting, and thought leadership content, ABM can be executed with precision and scalability. This blog will explore how to leverage these tools effectively to build a robust ABM strategy.
Define Your Target Account List for Programmatic and LinkedIn Company Targeting
The foundation of any successful ABM campaign is a well-defined target account list (TAL). This list should consist of companies that align with your ideal customer profile (ICP), considering factors such as industry, company size, revenue, location, and purchasing behavior. Here’s how to create and utilize your TAL for programmatic and LinkedIn targeting:
- Identify Key Accounts: Start by working closely with your sales team to identify key accounts that have the highest potential value. This could include current customers, high-profile prospects, or companies in strategic industries. Zoominfo is a great tool that can help you identify your target accounts and whether there is any engagement with your site currently so that you may monitor engagement and progress as you nurture these accounts.
- Segment Your List: Once your TAL is defined, segment these accounts based on criteria like industry vertical, company size, and location. This will allow for more personalized messaging and targeting.
- Integrate with Programmatic Platforms: Upload your TAL to programmatic advertising platforms, enabling you to target these specific companies with tailored ads across various digital channels.
- LinkedIn Company Targeting: Use LinkedIn’s robust targeting options to zero in on your TAL. LinkedIn allows you to target ads based on company name, industry, and job title, ensuring your content reaches the right decision-makers.
Develop Thought Leadership Content for Your Chief Officers
Thought leadership is critical in ABM as it positions your brand as an industry authority, building trust with your target accounts. To engage C-suite executives and other decision-makers, your content must be insightful, forward-thinking, and relevant to their pain points.
- Understand Executive Priorities: Research the challenges and priorities of your target executives. This might include industry trends, regulatory changes, or innovations in their field.
- Create High-Value Content: Develop white papers, eBooks, blog posts, and webinars that address these challenges. Ensure that your content provides actionable insights and solutions, positioning your executives as thought leaders in their domain.
- Personalize Outreach: Tailor your content distribution to each account. Personalized emails, LinkedIn InMails, and targeted ads can help ensure that your thought leadership content reaches the right people.
Develop Branded and Non-Branded Assets for Programmatic Media
Programmatic advertising allows you to serve highly targeted ads to your TAL. To maximize engagement, create a mix of branded and non-branded assets:
- Branded Assets: These should clearly represent your company and its value proposition. Use logos, company colors, and messaging that reinforce your brand identity. Branded assets are particularly effective for retargeting campaigns, where familiarity with your brand increases conversion likelihood.
- Non-Branded Assets: These are designed to educate and inform without overt branding, focusing more on addressing pain points or industry challenges. This approach can help you reach prospects who are early in their buyer’s journey and may not yet be familiar with your brand.
- Testing and Optimization: Regularly A/B test your creatives to identify what resonates best with your audience. Use these insights to continuously refine your assets for better performance.
Geofence Conferences with Your Target Audience and Retarget for 90 Days
Geofencing is a powerful tool in ABM, allowing you to target individuals within a specific geographic location, such as a conference or trade show. This tactic is particularly useful when your target accounts attend industry events.
- Set Up Geofences: Use geofencing technology to create virtual boundaries around conference venues where your target accounts are likely to be present. When individuals within these areas engage with their mobile devices, they can be served your ads.
- Retargeting: After the event, retarget these individuals with personalized ads for up to 90 days. This extended engagement period helps reinforce your message and keeps your brand top-of-mind as they move through the buying process.
Use Inbox Automations and Sales Navigator to Invite Engaged Audiences to a Webinar
Webinars are an excellent way to engage your target accounts in a more personalized setting. To maximize attendance, leverage inbox automation tools and LinkedIn Sales Navigator:
- Identify Engaged Prospects: Use LinkedIn Sales Navigator to track and identify prospects who have interacted with your content or shown interest in your offerings.
- Automate Invitations: Set up email automation sequences to send personalized webinar invitations to these engaged prospects. Highlight the value they will gain from attending, such as exclusive insights or the opportunity to network with industry peers.
- Follow-Up: Post-webinar, follow up with attendees through personalized outreach. Share additional content, answer questions, and move them further down the sales funnel with an invitation for a personal demonstration.
Conclusion
Account-Based Marketing Automation, when executed with the right tools and strategies, can drive significant ROI by focusing your efforts on high-value accounts. By defining your TAL, creating thought leadership content, developing tailored programmatic assets, leveraging geofencing, and engaging through webinars, you can build a comprehensive ABM strategy that delivers results.
