s e s s e c o r M p B III 7 A t e r a h Account advertising in ABM P T Advertising is one of the most popular but people who travel, work from home, or use their Social platforms enable super-targeted advertising tactics in ABM, but also one of the mobile device likely won’t. (Some vendors add opportunities — just make sure that the creative least effective. geographic targeting on top of IP to help refine the you use is appropriate for the specific platform. targeting.) Because the audiences are somewhat According to TOPO, 88% of ABM leaders at high- large, it typically requires fairly large commitments growth B2B companies plan to use account-based in terms of media spend. “ You can take an email and cut and advertising technology in 2018, yet only 34% report Onboarding offline databases paste it into a Linkedin message and the they are satisfied with the solutions. This approach starts with a database of B2B Linkedin message will outperform the How account advertising works contacts and then attempts to match them through email with 7x response. Even further, if With ABM advertising, you utilize a list of target data providers like LiveRamp. you send the message by InMail, you’ll accounts and only serve ads to accounts that Since this approach targets individuals and not get a 33x increase in response.” match this list. Depending on the technology used, locations, it doesn’t matter where the contact you may also identify a set of titles or personas is located, and it can significantly reduce the InsideSales / Hubspot eBook, that you’d like to reach in those accounts. waste in your advertising budgets. However, ‘ Master Tactics for A key part of the technology is how the vendor low match rates mean you reach only a fraction Exponential Growth’ matches your list of accounts to the ad servers. of your audience. This can include: Social media advertising IP targeting Social media platforms let you target your This involves serving ads to any browser using the advertising (sponsored posts) to specific known IP addresses of your target companies. individuals, companies and personas (e.g. Custom Does Facebook work for B2B? Audiences on Facebook and Tailored Audiences on Many B2B marketers question whether Facebook The technique is more targeted than broad Twitter). LinkedIn goes even further letting you is effective for their audiences. To us, if your targets advertising but includes people within the target target by company and professional demographics are on Facebook, it can be an effective channel. company who have nothing to do with the buying directly, which is why many experts believe They key is to make the offers ‘Facebooky’ — team — especially at large companies. Think of it LinkedIn is the best advertising channel to target leading with content instead of sales messages, like a billboard outside an office: nearly anyone B2B customers. etc. — so the experience isn’t jarring. working in that location has the potential to see it,