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1、Unleashing the Power of Data:How to Capture and Win Customers With Account-Based AdvertisingOne of the most compelling B2B stats you dont hear very often?Zero percent of your customers were unaware of your brand when they bought from you.Thats right:100%of the deals youve closed were aware of you.Wh

2、ile that may seem pretty obvious,it should be an ah-ha moment for most.Cue why multi-touch,full-funnel display advertising has been at the core of nearly all marketers revenue-driving strategy especially as more and more teams adopt account-based approaches.Year over year,advertising investment cont

3、inues to grow(even with all the debate over a potential recession)as display outpaces search signaling the channel will only hold more power over your marketing mix(and you guessed it,your budget)despite shifting market conditions.As the largest line item in your account-based or digital media budge

4、t,theres no room to risk it on ineffective or inefficient targeting.If youre looking to drive a material pipeline and keep getting buy-in for the results of your efforts,you have to do it right.Thats why simply doing B2B advertising isnt the same as doing the best B2B advertising.And as competition

5、for audience attention only heats up,settling for the status quo wont support the hyper-growth track youre on.Given 85%of your target audience is likely not in-market right now,you cant afford to risk the success of your strongest awareness(and conversion)engine.Ready to finetune your ABM strategy a

6、nd achieve your goals?Well guide you on how to create full-funnel B2B ad campaigns that will multiply the ROI and success of everything else youre doing.(Want to skip right to the how-to blueprint?Check out our Full-Funnel Blueprint at the end bottom of this guide article for a walk-through of buyer

7、 stage breakdowns,ad examples and pretty much everything you know to launch or improve your campaigns?Click here).Anyone can do digital advertising after all,its been a go-to vehicle for B2B marketers for years (for a reason).But what makes or breaks its impact?The fuel you put in that vehicle.So,be

8、fore you start investing in one of the most impactful channels get clear on why the right data is key to getting the impact youre looking for.(Spoiler:bad data=bad results)Impactful Advertising:When it comes to data,quality reigns supreme.Its the key to precision targeting,which,in turn,eliminates w

9、asteful spending on off-target ads.The result?More impactful advertising,warmer SDR conversations,and exceptional sales air cover.Extensive Reach:Its more than just identifying your contactsits about reaching them where they are.An ABM strategy without reach is like a car without fuel.With it,though

10、,youre capable of delivering targeted engagement to individuals no matter where theyre located or what device theyre on.Increased Efficiency:Who doesnt love a cost-effective solution?With refined bidding efficiency,youll spend less to reach the right audience.This frees up your budget for more adver

11、tising or other outreach initiatives,resulting in lower CPC,CPMs,and an enhanced ROI.Flexibility:Your contacts arent one-dimensionalthey dont source their information from just one place or at one time.Thats why its essential to meet them where they are with relevant,timely ads,capturing their atten

12、tion,and delivering the perfect message at the right moment and place.Proven Experience:Weve harnessed advanced machine learning models to provide a sophisticated,industry-leading advertising solution.With RollWorks,you get agility,reliability,and a platform that sidesteps the “growing pains,”giving

13、 you a tried-and-true solution.Why does better data matter?“Proving display media in the past was daunting.RollWorks makes it really easy to show the impact of our ads through accounts weve closed since theyre tracked within the platform.This helps us prove value quickly so we can keep doing what we

14、 need to do.”Anna Curtis,Senior Digital Marketing Manager,Neon OneCompared to traditional campaigns,taking an account-based approach takes a bit more research and groundwork to nail your audience.After all,thats the pointthe clearer you are on your audience,the more youll be able to let your ads do

15、all the hyper-focused targeting and messaging needed to see mega results.So,before you even createlet alone publishyour first ad,ask yourself:Who are we trying to reach?Have we built our ICP?(Psst,no worries if you havent we have a template for that.)Do you have the data you need to build a target a

16、ccount list(TAL)and access to both known and unknown buying committee data?What are the pain points,ambitions,and behavior of the full buying committee?The more you know about the accounts and buyers you wantand dont wantto attract,the easier it is to speak directly to their needs,wants,and pain poi

17、nts in your full-funnel ad campaigns.Identify your target audienceTo determine your best-fit accounts and where they land in the funnel,develop an ideal customer profile(ICP).An ICP is a set of customer attributesincluding behavioral,technographic,and firmographicthats optimal for your product or se

18、rvice.Conduct both qualitative and quantitative analyses to uncover your ICP,including identifying best-fit accounts among your current customers.Then,use your ICP to build your target account list(TAL)of customers who share the attributes established in your ICP.From there,tier them based on priori

19、ty to allocate investment and effort.When it comes to developing your ICP and TAL,dont assume its finite and dont leave your other go-to-market teams out of the conversation.Evaluate and strengthen it once a quarter or so for maximum ABM and campaign success.Take your targeting one step further.With

20、in your TAL,youll have endless potential segments to target in campaigns.You may want one audience thats specific to certain intent topics,while having another thats targeted based on intent and journey stage and industry.You get the point.With account-based advertising,you have as much precision at

21、 your fingertips as you want dont limit yourself to one-size-fits-all campaigns.The right ABM platform should be able to make this seamless and flexible with dynamic data taking the manual work out and increasing the speed at which you can launch highly segmented campaigns.Segment,segment,segmentOnc

22、e you know who your audience is,figure out how and where to reach themthis is where a full-funnel approach comes in.(Note:Though ABM is multi-channeland should bewere going to focus solely on launching and running cross-channel ad campaigns here.Cross-channel ads complement other marketing efforts,n

23、ot eclipse them.)By making your B2B ad campaigns full-funnelensuring your ad content and creative match each customer journey stage from unaware to post-saleyoull be better equipped to meet them where they initially discover and interact with your brand as they move through the funnel.The funnel wil

24、l always be complex and the touchpoints we make need to be more intentional than ever.Luckily,portions of this full-funnel approach can be automated with your CRM and ABM platformmaking sure your marketing and sales team are working in lock-step without having to create manual work each time an acco

25、unt moves forward(or backward)stages.Remember,as accounts progress through the funnel,what they expect and need also changes.Its important your messaging and offers reflect those transitions to accelerate the sales cycle.Consider each accounts ever-evolving objectives,challenges,and purchasing trigg

26、ers to best speak to your TAL.Make it full-funnelSchedule a demo now to measure full funnel impact of your ABM investment.Then,once the messaging is right,take advantage of cross-channel marketing and leverage a full-funnel strategy for each target account:Top of the Funnel(TOFU)Attract new buyers f

27、rom all accounts with a mix of personalized,account-targeted ads and air cover B2Bads to build brand awareness.Be sure youre able to target buying committees on your TAL even if you dont have them in your database and dont just target one buyer.Middle of the Funnel(MOFU)Increase clickthrough rates a

28、nd convert more buyers with two primary types of digital advertising:(1)contact targeting ads to reach specific contacts and job titles at each target account,and(2)retargeting ads to boost return visits and engagement.Bottom of the Funnel(BOFU)Close more deals and build out your pipeline by running

29、 testimonialand proof point ads.These help to speak to prospects who are already exhibiting a strong amount of interest.Customer RetentionBoost your expansion revenue and retain current customers by segmenting content,sending simple,personalized marketing automation emails,and continuing to run reta

30、rgeted adsespecially if you release a new product.“The targeting were able to get to with our campaigns is unparalleled.Between looking at intent based on pages viewed,layering in in-house marketing/CRM data,and RollWorks proprietary AI,Im confident our ads are being shown to the correct people.”Dir

31、ector of Demand Generation,Mid-marketAnd while advertising is ABMs great multiplier,the strategy cant exist in a silo all channels need to work together.To take advantage of the complete funnel,try a hybrid approach to increase response rates with buyers who are already in open opportunities.With ac

32、count-based marketing,all channels amplify eachother,including sales outreach.This creates layers upon layers of touchpoints for hyper-targeted accounts to experience.Try a hybrid approachPersonalize to stand outIn the traditional sense,personalization tends to refer to custom messaging based on com

33、pany,job title,and so on.But whatif you narrow down your lists even more with hyper-targeted messaging?This is when reviewing the buyer journey plays a big role to create messaging that resonates with buyers as opposed to them simply having them react.Journey data will show you where exactly they ar

34、e in their buying journey.Did they just change jobs?Great,create a list of those who recently made career changes with ads that speak to their new venture.Was their company granted more funding?Wonderful,tailor your messaging for growing brands seeking newinvestments.Did they recently review a compe

35、titor or another division of your own company?Perfect,now your messaging can hit home since you had full insight into their previous behaviors and intent.Whats so great about this level of personalization is that buyers do not even realize they are being targetedit connects beyond the basics.After a

36、ll,buyers arent as interested in seeing that you know their name,they want you to know their pain points and solve them.Lastly,to understand your ad campaigns successes and failures as well as how,where,and when you should implement specific campaignsyou need to consistently measure performance and

37、automate success.Oftentimes people start with the basics like website visits and email opens.With ABM,however,youll want to take this to the next level since you arent just looking for impact on campaign-based metrics.Youre ultimately measuring the reach and lift across channelsas well as your major

38、 intelthrough metrics like TAL opportunities,average recurring revenue(ARR),and customer expansion.But if youre looking for even greater ad campaign performance,its important to:Always be optimizingCreate two to three sets of ads per funnel stage.Not only can you rotate your ads numerous times per c

39、ycle to keep your campaign fresh,but you can also measure each one on its own to find out which one performs the best.Pay attention to ad fatigue.Refresh your ads every one to three months to preventengagement decline and to stay relevant.Remember that each stage in the marketing funnel should answe

40、r a different question for the customer,which means content should differ from stage to stage.Seems like a ton of manual effort,but its not all on you.Your ad platform can do all the optimization work for you with AI and machine learning.Here are 3 easy tests to spice up your ads as you experiment:A

41、sk a provocative question:This captivates your audience and almost challenges your audience to think differently.In many cases it creates a sense of FOMO,giving your audience no choice but to engage.Include a statistic:This is appealing to audiences as it uses facts to prove your product or services

42、 have a certain advantage over the competition.Very often the stat you note should be unbelievable or impactful enough that audiences must click.Be blunt and say exactly whats being offered:Some audiences can see right through tactics,especially when you are marketing to fellow marketers.Sometimes,j

43、ust getting to the point of what you are offering is OK and cando the trick.Experiment in advanceThe last thing you want to do is experiment with your ad campaigns while running the official campaigns.Try experimenting with different lists,shrinking them to see what works for the next quarter.Go fur

44、ther with A/B test audience exclusions and inclusions by refining landing pages.Whatever kind of experiments you run,remember that testing is all about isolation.Everything needs to be the same from brand color,logos,messaging etc.Pro Tip:If your objective is to get B2Bleads only,consider letting yo

45、ur audience download contentdirectly from the channel,as opposed to pushing them to your website.Again,this is ifweb traffic is not your primary objective.123Historically,it has been quite a challenge to prove how ads can truly impact MAJOR revenue.Marketers have struggled to connect those dots tp p

46、rove why this approach is absolutely critical for a successful GTM motion.Thats where our Revenue Impact Report,comes in.Its specifically designed to make the life of a marketer easier by helping to understand,measure,and clearly explain to your business how account-based advertising works wonders f

47、or generating revenue,improving business outcomes,and boosting efficiency.As marketers,we all crave unparalleled insights into the direct impact of our efforts on company revenue.We want to see those numbers in our CRM and make data-driven decisions like never before.The Revenue Impact report helps

48、you do just that,giving you the undeniable proof you need to showcase the significant marketing efforts that directly contribute to your business goals.Keep your eye on the bottom line impactWhether youre facing budget cuts or are simply strapped on resources,optimizing your digital advertising effo

49、rts can seem challenging.To be completely transparent,its all about taking segmentation and prioritization up a notch.The goal here is to shrink your target audience list to be as specific as possible.The more you hone in on your best-fit accounts,the more effective your touchpoints become,especiall

50、y in addition to your sales team efforts.If there is one red flag to note and avoid,especially as you try to save on costs,do not turn off your ads.We understand that times can be tough and when you are scrambling for more budget its best to pause campaigns during off-peak times like:on weekends,hol

51、idays and after business hours.You can also consider reducing spend on google paid search come Friday evenings.Whatever you,do not pause for long.Long term pauses can take awhile to recover from and may even cause you to miss out on valuable traffic.Must-Have:Your Go-To Full-Funnel BlueprintSo,how d

52、o these ads look?And what content and CTAs should you be mapping?To help illustrate how this can be done in a full-funnel capacity,lets look at each stage of a customer journey from unaware to post-sale:Advertising in uncertain timesThis is the stage when a prospect doesnt know about your offering o

53、r brand.They made zero website page views within the last 30 days.TOFULearn MoreSee HowRead MoreShow Me HowCreate awareness-driving B2B ad campaigns so that your prospect becomes aware of your brand or product and starts exploring your company.To go from zero to three-plus ungated site pagesTypes of

54、 content:-Ungated,short-form,gate-free-Infographics-Short how-to videos-Blog postsAd messaging-High-level branding and awareness-Entertaining/educationalStage:UnawareAd ExampleCTAsApproachAbout this stageGoalThis is the stage when a prospect is familiar with your brand or product and you want them t

55、o show more engagement.They made less than one website page view within the last 30 days.MOFURegister NowDownload NowGet the eBookShow Me HowCreate engagement-driving B2B ad campaigns so that your prospects understand why they should consider you.Go from three-plus ungated site pages to converting o

56、n a form fill.Types of content:-eBooks-Whitepapers-Webinars-Calculators/templatesAd messaging-Content-focused that prospects will find useful/relatable to a category-Get them up to speed on why they may need a solutionStage:AwareAd ExampleCTAsApproachAbout this stageGoalHot Tip:You may ask yourself

57、but what if they click and dont convert?and weve got the answer for you.With RollWorks Hot Contacts,you can de-anonymize ad clicks and surface data directly in Salesforce for your sales team to take action on this level of engagement.No more missed engagement JUST because there wasnt a form-fill.Aft

58、er all,form-fills arent the only indicator of purchase intent but you already knew that.This is the stage when customers are showing the highest level of engagement and intent.They are aware of their problem,they researched their options,and now theyre likely ready to speak to sales and get a demo.T

59、heyve made more than three website page views within the last 30 days.BOFURequest a Demo(if one hasnt happened yet)Lets ChatContact UsCreate conversion-driving B2B ad campaigns so that your prospects can be educated and accelerated.Go from some gated content to speaking to sales.Ad messaging-Solutio

60、n and feature-focused to show how your product can solve their business problems-Acceleration-focused with a clear focus on ROI-Case studies-Product and competitor comparisons-Detailed one-pagers,product featuresTypes of content:-Customer testimonials-Use cases-Demo videos-Product-focused contentSta

61、ge:EngagedAd ExampleCTAsApproachAbout this stageGoalUnleashing the Power of Data17This is the stage where your prospects are already in conversations with sales and are learning more about how your product could directly benefit them.Within this stage,its likely your prospects have already taken an

62、initial meeting and are continuing to evaluate your solution in sales conversations(but,you guessed it,the marketing touches shouldnt stop once the sales talks begin).Find Out WhySee the ROIGet Results NowAccelerate understanding of your product value,differentiators,etc.Move conversations from open

63、 to closed-won deals and revenue(faster).Ad messaging-Focused on validating why youre the best choice in the market-Including quotes or stats from customers or industry thought leaders to validate purchase-FOMO-inducing if they dont move ahead with your solution-ROI calculators-Competitive displacem

64、entTypes of content:-Buyers guides-Whitepaper product explainers-Analyst reports-Customer quotes/case studiesStage:Open opportunityAd ExampleCTAsApproachAbout this stageGoalThis is the stage when your customers become brand advocates.The opportunity is listed as“won”in Salesforce and theres relation

65、ship management/renewal activity on the account.Learn MoreSign Up NowJoin WebinarCreate programs with valuable content to delight your customers,keep your product top-of-mind,retain customers who are at high-risk of churn,and lead to expansion/upsell opportunities and renewals.Types of content:-Case

66、 studies-Webinars and events-Content on trends and product tips-Inspiration for new ways to drive value-Feature-focused assets for upsellAd messaging-Product-focused to show updates and increase in value to your product-Content-focused that customers will find informative as they use your product an

67、d understand its value-FOMO-focused to prevent them from considering a competitorStage:Post-saleCTAsApproachAbout this stageGoalAd ExampleLaunch Your Full-Funnel B2B Ad Campaigns TodayBuilding full-funnel ad campaigns can seem overwhelming,but with the right ABM platform on your side,ample data,auto

68、mation,and budget management will do the work for you.Plus,now that you know how to get started,youre already well on your way to more effective,engaging B2B ad campaigns that lift the impact of all other channels youre running.Schedule a demo to measure full funnel impact of your ABM investment today!