If you’re a digital marketer you are likely at least familiar with the concept of account-based marketing (ABM). Whether you’re a seasoned pro or just starting out, you’re probably also familiar with the term “air cover”.
One element of air cover is typically characterized as the ads you place on social media and other digital channels to bring unknown accounts into your orbit. The problem with this approach is that once you do attract these accounts, you must then qualify them to see if they’re worth your continued outbound efforts (which, based on the amount of time this can consume, could lead you to view air cover as a necessary evil).
The flipside however is not to create single ads for a broad (or even focussed) audience, but rather to create single ads for a single account. Personalize each ad at the account level and show it exclusively to the buying teams at that account. When you create these ads dynamically, it should take you the same amount of time to create one ad as it does to create hundreds.
Now you’re getting into ‘secret weapon’ territory.
If you’re setting up account-based ads for your key accounts, then you’ve already overcome the time-consuming hassle of vetting the accounts who click (as you had identified them as worthwhile during your account selection process). You can pass these accounts directly to your sales development reps (SDRs) and increase the likelihood that you’ll move them further down your funnel.
There are many digital channels to display your account-based ads (but only Advertaze enables you to do this using LinkedIn sponsored posts), so choose the ones that your audience is most likely to be spending their time on.
Because you’re using account-based ads, you’ll also have the opportunity to extend the personalization further into the customer experience journey by adding account-based UTM codes to the URL, enabling you to send visitors to personalized landing pages. When you’re able to take the guesswork out of a landing page, higher conversions follow. Instead of having the visitor wonder if they’re in the right place, assure them that they are.
In the world of B2B marketing where near 1:1 personalization at scale is the goal, the companies winning the game are those who have become the most resonant with their buyers and have found powerful and effective strategies that gives them an edge over their competition (otherwise known as a secret weapon).
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