TLDR:
It can be tricky to get the metrics right for programmatic ABM. The quality of leads obtained with this method improve when investing in display.
Vanity metrics are a contributing factor in the quality of the MQAs obtained from programmatic ABM efforts. When valuable resources on display are spent in the ABM pipeline, marketers can actually reach the people who make the decisions in an account easier.
In short, display investments are a wise method to use to improve demand coordination across channels through the entirety of the funnel. However, getting started can be difficult without a little guidance to assist.
Such guidance may show up in the fact that the majority of B2B companies—58%—tend to use social media as a form of research prior to purchase. Unfortunately, many B2B marketers make the mistake of treating social media and display ads separately.
When used in unison, these methods can be used tactically to enhance content for prospects who have indicated a prior interest in a business. Social media platforms enable marketers to get prospect information and retarget on display networks by tracking pixels.
As we live and breathe in an increasingly electronic universe, the way B2B companies go about getting the facts on a business has shifted, too. Marketers can use this to their advantage by generating demand and brand awareness with display ads when prospects are researching a product.
Programmatic display allows prospects to recall a brand more easily, and as such, bring them one step closer to becoming a customer in their buyer’s journey. Marketers can use the data they collect when prospects research a company through PPC and SEO tactics.
Further, marketers can inspire meaningful interactions for their sales teams by approaching target accounts with e-mail paired with programmatic display. They can then use the data they collect to personalize e-mail to multiple points of contact within an account. It is important to keep in mind that these ads must be valuable to the person contacted. This means that it must be suited to that individual’s role within the account.
Lastly, marketers should use a wide swath of marketing channels to drive revenue from time spent on display efforts. Account-Based programmatic display can reach targets who wouldn’t normally buy a product/service.
Original article from Business 2 Community on 29 January 2019.
