5 Ways Account-Based Marketing Can Be Used in Programmatic Advertising

by Danni White - June 9, 2019
Danni White

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at TechFunnel.com, a top B2B digital destination for C-Level executives, technologists, and marketers. Bython Media is also the parent company of OnlineWhitepapers.com, BusinessWorldIT.com, List.Events, and TheDailyPlanIOT.com.

account based advertising

Account-based marketing is many times an important factor in marketing campaign success. Programmatic advertising is an effective way to increase revenue and improve customer relations. What happens when the two are combined into one strategy? The result of each individual strategy multiplies and the two are formed into one much larger success.

Though this is becoming a more popular practice, there are still many companies missing out on the benefits. Perhaps this is because the benefits of using account-based marketing in programmatic advertising are not well known. Below are five ways in which ABM can improve programmatic advertising.

Enhanced Personalization of the Programmatic Advertising

Understanding account-based advertising should have marketers creating unique sales journeys for each account. This does not happen as often as it should. Instead, at least half of sales journeys are similar for each account. It is extremely important to provide relevant advertisements to each client, and you should have the data at your fingertips that tells you what would be relevant. Unless you have two accounts that are the exact same, every programmatic advertisement needs to be personalized to each separate account. Otherwise, there is no point in putting effort into account-based marketing in the first place.

Present Relevant Solutions

Each separate account needs a different solution. Even if they need the same product or service, the reasons each need will differ. Understanding the individual pain points of each different account is one of the benefits of account-based marketing. It is extremely valuable information that you can put to work for yourself and your client.

For instance, let’s say your company sells laptops to businesses. One of your clients is an accounting firm and another is a car manufacturer. Both are businesses, and both need laptops, but the reasons they need them are different. The programmatic advertising for accounting would lead the accounting firm through a journey that involved simple accounting systems, very fast processing, and large hard drives to help contain client files.

The advertising for the car manufacturer would show how your laptop provides them with a great design program, a quick scheduling system, and an inventory program to help keep up with supplies easily. When you know and understand your separate accounts, it becomes very easy to turn to advertise into the solutions they need.

Create a Multi-faceted ABM Advertising Strategy

It is never a wise idea to put all your effort into just one strategy. That is the case with ABM advertising. Sales and marketing teams need to acknowledge that there are various parts to a business, and as such, there needs to be a varying approach in their advertising. Use the information you have on each account to create a multi-faceted advertising strategy. Divide your effort into planning multiple programmatic advertisements for the same account.

Decrease the Amount of Money Spent Advertising

Account-based marketing can help fine-tune and focus marketing and advertising efforts into those that will be the most likely to work. This alone will save a company a great deal of money, but it goes a bit farther than that. While every account needs a different programmatic approach, there will be some pain points and functions that are very similar. In these cases, you can save some of your advertising efforts and budget by segmenting those sections, at least in one part of the journey.

For instance, if there are two very similar job roles in two different companies, you might find it more beneficial to start the programmatic advertising in the same way for both companies. This will only work well if the two roles are similar enough to relate to advertising.

Advertise Where Your Clients Are

Your clients hang out somewhere online, whether it is Facebook, LinkedIn, or somewhere totally different. Putting your advertisements in front of them at this place should be a major factor in your programmatic ABM strategy. With the information, your company has about each separate account, find where the key decision-makers spend their time. Focus much of your programmatic advertising in that area so that they are more likely to see it and engage with it.

Both account-based marketing and programmatic advertisement are hugely effective. Interweaving them into one marketing strategy is an excellent way to increase your revenue and gain loyal clients. The key is knowing when to use them and when to stop. At times, you may find that account-based marketing is not the wisest strategy.

Gather your sales and marketing teams to create a strategy that uses account-based marketing in the programmatic advertising strategy. Also, set clear markers for when the strategy needs to be something other than ABM. A wise marketer knows when to change strategies.

Danni White

Danni White | Danni White is the Director of Content Strategy and Development at Bython Media and the Editor-In-Chief at TechFunnel.com, a top B2B digital destin...

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