How to Turn Your Traditional Marketing into ABM – Part 2
EDITOR’S NOTE: This is a guest post by Bogdan Zlatkov, Content Marketing Manager at AdRoll.
In part 1 of How to Turn Your Traditional Marketing into ABM we covered a broad framework for how you should be thinking about transitioning to ABM. We also started to dive a little deeper on how to set up your target accounts in 3 distinct phases.
In this post, we’re getting into the nitty-gritty. It’s filled with specific tactics and examples of what we’re doing to get results with ABM.
Personalizing your content for ABM
The next step to go from inbound marketing to Account Based Marketing is personalizing your content. The core of ABM is personalization.
The purpose of personalization is to let your target accounts know they’re on your target account list.
And nothing let’s them know you’re thinking of them like putting their logo on your marketing collateral. Of course using AdRoll ABM makes this super easy. Here is an example of some of the ways we’ve personalized our ads at AdRoll. These are ads that were served to people who we knew were also using HubSpot:
As you can see, personalization doesn’t have to be a daunting task. According to a recent report from Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history. In the example above we’re recommending AdRoll based on someone’s purchase of HubSpot. Since AdRoll already has a HubSpot integration, users of HubSpot can easily activate AdRoll’s capabilities super easily from their dashboards.
Sure you can create custom ads, custom landing pages, custom emails, and custom content, but we recommend starting out small and simple.
Use your ABM campaigns to highlight some of your current benefits and support it with your current content. Then, once your program has matured, you can start getting fancy.
Using inbound marketing channels for ABM
The last step to get your ABM campaign out the door is to select your channels. There are a variety of channels that you can pursue, each with different levels of commitment and cost.
These channels are pretty much the same as those of inbound marketing, but each is used a little bit differently. Here’s how we like to think about this at AdRoll:
Based on the target audience we pick and the personalized offer we want to deliver, we’ll choose a few channels that we think would be good vehicles for delivering that offer.
The first time we decided to test out our ABM platform we simply ran the display advertising campaign for our HubSpot connector that you saw above.
Once we got our feet wet a little bit though, we expanded our efforts to coordinate multiple channels together. Specifically here is what we chose from the above menu:
We created an ABM campaign that targeted our North America Prospects, with a Free Trial, that we delivered through email and display advertising.
We had one of our SDR’s, Dale, send out an outbound email to the people on our target account list:
After our target prospect clicked on the link the email above they would get hyper-retargeted across multiple networks and devices with the following display ad:
These ads would be displayed frequently for 24 hours to make sure that the prospect noticed them in multiple places around the web. Then, once the prospect clicked the ad they would be taken to the following custom landing page where they could book a meeting with Dale:
This approach takes a little bit more work, but not as much as most people would think. We can put together a campaign like this in a couple of weeks and then reuse it for multiple target accounts.
This is a customized approach at scale.
This is what Account Based Marketing is all about.
ABM allows you to multiply your efforts across multiple channels and multiple prospects. Yes, you need to do a little bit more work than traditional inbound marketing, but the payoff is well worth it.
The great thing about modern ABM platforms like Engagio and AdRoll is that they allow you to streamline the process and get more campaigns up and running quicker. Once you have your campaigns running, the platforms can write back the data into your CRM so that you can see how your campaigns are running and tweak if necessary.
If you’d like to learn more about what metrics to look for as you start setting up your Account Based Marketing programs, you can read this E-book we created with AdRoll, Engagio, and Bizible all about the metrics that matter for ABM.