s e s s e c o Account advertising r M p B III 7 A t e r a h — what’s the verdict? P T We did some experiments at Engagio with Ads provide web traffic and awareness, but most integrated ABM plays in a campaign that included marketers aren’t just trying to drive awareness with sending packages (two test versions) with valuable ABM. They’re trying to drive meaningful content and customized, handwritten notes for engagement, meetings, and sales opportunities. multiple target personas at key target accounts. For half the accounts, we also purchased Net-net: Ads can work as part of an orchestrated advertising to see what incremental impact it had. campaign, especially if your goal is to increase awareness with a much broader set of people at a The results? Ads did provide a significant lift in web target account. But don’t rely on ads and feel traffic from target accounts, but there was NO LIFT in confident that you’re ‘doing ABM’ well. That our ability to get meetings or to create opportunities requires a deeper ABM foundation and broader at the accounts that had ads versus those that didn’t. orchestration strategy. • Package 1 only: 34% meeting rate ABM has become over-identified with • Ads and package 2: 21% meeting rate advertising, and that’s a real disservice to the • Ads and package 1: 20% meeting rate category. Advertising can play a role in ABM, • Package 2 only: 18% meeting rate but it is far from sufficient by itself. 84