B2B customers are 57% of the way through the buying process before they ever engage with a sales person because of digital
It takes 6 to 8 touches to generate a viable sales lead
67% of the buyer’s journey is now done digitally
What Exactly is ABM?
ABM is a strategic approach where an organization targets and communicate with ideal customer accounts as markets of one, rather than casting a wider demographic net like other lead generation strategies. It’s like fishing with a spear to get the fish you want the most, rather than casting a wide net hoping some good fish get caught.
ABM is an increasingly valuable strategy as it can help generate deeper, more valuable customer relationships and higher retention.
Key Benefits of ABM
By flipping the funnel on its head, you ensure that every dollar invested in marketing is more effective and produces a higher ROI by targeting only the companies who are your ideal customers.
Build trust and buy-in with large, complex and high-value accounts
Build relationships with key decision makers involved in the buying cycle within those accounts
Ability to address the key challenges and pain points of your ideal customers in a more personalized, engaging and relevant way, often at the individual level.
Positions your products and/or services as the solution to their challenges and problems, and sets you apart from ‘just a vendor’ to ‘a trusted partner’
3 Subsets of ABM Marketing
ABM can be broken down into three distinct subsets: Strategic, Lite, and Programmatic. New technologies have enabled different types of ABM at scale.
One to One
1-4 “first-tier” target accounts
Highly customized marketing plans for individual accounts
Form strong relationships with most-valued stakeholders
Requires a large marketing budget
One to Few
5-10 “second-tier” target accounts
Tailored content and marketing initiatives
Requires a medium marketing budget
One to Many (where we specialize)
Market to specific accounts at scale, (hundreds or even thousands of accounts)
Leveraging technology to personalize marketing campaigns to specific, named accounts and most-valued stakeholders at scale
Requires a small marketing budget
Target, nurture, and convert your ideal customers through Account-based Marketing.
Our Process
We follow a series of steps to execute a successful ABM campaign.
1. Discover – Define ideal high value accounts using firmographic and business intelligence data
2. Key Players – Identify how decisions are made and who the key decision-makers are
3. Messaging – Employ valuable content and address the target account’s business challenges
4. Channels – Consider which marketing channels will be most effective for specific roles or industries
5. Execute – Coordinate campaign across channels and align with marketing and sales teams
Channels for Programmatic ABM
Targeting the right accounts and decision-makers job titles are key to ABM success.
Run dynamically personalized messaging and display ads on LinkedIn and across over 2 million premier websites to drive ideal clients to download a case study, white paper, sign-up for a free demo, or other relevant landing page offers.
Sponsored InMail
Target specific accounts and job titles
Send dynamically personalized InMail message with contact name, target company name, job title, and more
Includes accompanying Display ad with message and CTA
Display Ads
Target specific accounts and job titles
Run dynamically personalize ads with contact’s picture, your company logo, ad message, and CTA
Premier Websites Network
Target specific accounts and job titles
Send dynamically personalized InMail message with contact name, target company name, job title, and more
Includes accompanying Display ad with message and CTA
Sponsored InMail example
LinkedIn Spotlight Ad Example
Ad Dimensions
Minimum logo size is 100 pixels by 100 pixels
Primary CTA (below images): Max 50 characters
Secondary CTA (above images): Max 70 characters
Company name: Maximum 25 characters
Choose a CTA button: “Follow”, “Download Now”, “Schedule a Demo”, “Learn More”, etc.
LinkedIn Newsfeed Ad example
Ad Dimensions
Headline up to 150 characters
Descriptive up to 100 characters
Display Ad images 1200 x 627 pixels.
Company name: Maximum 25 characters
Target, nurture, and convert your ideal customers through Account-based Marketing.
LinkedIn Dynamic Ads success stories
ABM Across Premier Websites
We can deliver ABM banner ads on over 2 million websites, reaching over 90% of the Internet.
cnn.com
yahoo.com
realtor.com
reddit.com
nytimes.com
forbes.com
247sports.com
answers.com
standardnews.com
washingtonpost.com
people.com
zillow.com
definition.org
dictionary.com
britannica.com
accuweather.com
ebay.com
spotify.com
cnet.com
weather.com
espn.com
foxnews.com
pandora.com
usatoday.com
sfgate.com
merriam-webster.com
si.com
radio.com
expedia.com
bbc.com
cbssports.com
and millions more…
ABM Ads on Premier Website Example
Leaderboard: 728×90
Wide Skyscraper: 300×600
Skyscraper: 160×600
Medium Rectangle: 300×250
Mobile Interstitial: 320×480
Large Mobile Banner: 320×100
Mobile Leaderboard: 320×50
Square: 250×250
Target, nurture, and convert your ideal customers through Account-based Marketing.
Calculate Your ROI
What is the annual value of a new client $20K, $50K, $100K?
How many new clients a year would it require to produce a positive ROI for you with ABM?
SiriusDecisions reports that clients who have mastered the art are seeing 20% larger deal sizes and a 30% boost to their customer health scores.
