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“Where does ABM display advertising fit into our marketing budget?”

If you are new to Account-Based Marketing (ABM), you need to know that ABM works because it is collaborative in nature. It requires Marketing and Sales to be aligned. Furthermore it requires Marketing to have made investments in other foundational areas before considering display advertising. We believe a company looking to invest in ABM and display advertising is already going to have strong investments in the areas of Content, Infrastructure, and Data before Programs--where display advertising lies. Programs need content, infrastructure, and data to be in place to succeed and thrive.

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“How do I plan out a pilot ABM display advertising program?”

Let’s say you’re excited about the potential impact of Account-Based Marketing (ABM). You are also ready to pilot a display advertising campaign to see if it can get your ABM program off to a fast start with targeted awareness, engagement, and reach. Where do you begin?

We believe three foundational planning steps set the stage for success: account selection and segmentation, account reachability, and account prioritization for display advertising.

1. Account Selection and Segmentation--It all begins with clean account level data. Make sure you have identified a master list of accounts that represents the total addressable market (TAM) for your business over the next few years. Keep your target account’s business names consistent. Make sure the website IP domains (or website URLs) are accurate. This is important for both cookie- and IP-based targeting. Geographical information such as city and state should also be clean--it will especially pay off if you are doing IP targeting in terms of media cost savings. Add in segmentation information for your accounts (sales territory, industry, company size, tier of the account from predictive tools, in-market signals from intent data). Some vendors may ask you to provide this information like this:

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2. Account Reachability--So, you have pulled together a list of 1,000 target accounts with relevant segmentation data. Now what? At Kwanzoo, we will take your list and we will put together an Account Coverage Report (ACR) before you run your display advertising program or finalize your budget. The ACR will show you the depth and breadth of account reachability. It will also help you set realistic budget and account reach and engagement expectations for your program.

3. Account Prioritization--The ACR also enables you to go back to Sales and prioritize those target accounts. Many customers are surprised by the level of account reach they can attain and then realize that they may not be able to budget for the entire available account reach in the ACR. Many marketers sit down with their sales teams and prioritize accounts based on the new reachability data that they now have from us.

“How much will my ABM display advertising program cost?”

That question is easier to answer once you have an Account Coverage Report that shows account reachability and you have prioritized accounts with your sales teams. On average, for mid-market accounts, you should allocate $75-$100 per account. For enterprise accounts, set aside $100-$200 per account.

For many, a typical three-month pilot program with about 1.5 million impressions runs about $30,000. For others, they want to go very deep in a quarter and a comprehensive program could run $200,000. One of your first considerations will be are you running a program just for North America or will you be running a global ABM display advertising program. That consideration will determine if you will be reliant on a cookie-based approach, an IP-based approach, or both.

“How can I plan and budget for ABM display advertising programs on a global scale?”

You will probably want to map out your accounts and budget by the following tiered pyramid approach based on criteria such as revenue potential, brand value, propensity to buy, customer Net Promoter Score (NPS), customer LifeTime Value (LTV), industry, marketing segment, and level of personalization required. To define those tiers, you may want to use intent and predictive data from vendors such as Bombora, Infer, MRP, or 6sense.

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You may also want to extend that account mapping and tiering further to provide equal support and coverage to various territories and teams.

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“What do I need to budget for in my ABM display advertising program costs?”

Your program budget is really comprised of three components: media and data, tech (platform), and services. The size of these three components within your budget will vary depending on the scenario. The following shows two different budget splits of real Kwanzoo customers. One represents a three-month pilot; the other represents a comprehensive quarterly program. Both used our Job Title Targeting approach.

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“What if my target accounts are primarily SMBs?”

For an SMB audience, it may not make sense for you to run an ABM display advertising program through programmatic channels and DSPs using third party cookie and IP targeting. You may be better off leveraging social media channels (Facebook, Twitter).

“What kind of results can I expect with ABM display advertising program?”

There are so many variables that influence that answer: ad creative/call to action, ad size, ad frequency, ad reachability, ad targeting, company awareness, to name a few. However, here is a snapshot of a customer’s program metrics based on serving over 10 million ads within a quarter.

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“Is there a way to run different scenarios to help me determine my budget?”

Yes. Some vendors offer budget modelers specifically for that purpose. Contact us to review our modeler.

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“Are there any other budget considerations I should know?”

More and more customers are finding success by building programs with both LinkedIn ads and ABM programmatic ads using a platform such as Kwanzoo. Customers are seeing that the LinkedIn ads provide high quality matching but often cannot scale to the reach that they want. The ABM programmatic ads use 3rd party data providers to source online cookies for the same contacts at target accounts, and offer greater reach. By combining both approaches customers are achieving both higher engagement and optimal reach.