Ultimate Guide to Account-Based Advertising

What is account-based advertising?

Account-based advertising (ABA) is a niche B2B marketing strategy that targets a predefined list of high-value companies. It revolves around creating personalized ad campaigns that are specifically tailored to the needs and interests of the decision-makers within those target companies.

Traditionally, B2B marketing casts a wider net, using tactics like social media ads or search engine marketing to reach a larger audience. ABA, however, focuses on a more concentrated approach, allowing for deeper personalization and potentially higher returns on investment (ROI).

Here’s a breakdown of the key aspects of ABA:

• Targeted audience: ABA focuses on a meticulously chosen list of high-value accounts. This means extensive research to identify companies that are a good fit for the product or service being offered.
• Personalized messaging: Ads are tailored to resonate with the specific needs and challenges of each target account.
• Multiple channels: ABA can leverage various advertising channels, including display ads, social media ads, and search engine marketing (SEM).

Account-based advertising (ABA) offers several advantages over traditional B2B marketing methods. Here’s a breakdown of its importance:

• Increased ROI: ABA focuses on high-value accounts, making marketing spend more efficient. By targeting the right companies with personalized messages, ABA can lead to a higher return on investment.
• Stronger relationships: ABA fosters deeper connections with target accounts. The personalized outreach and focus on specific needs can build trust and stronger relationships with decision-makers.
• Improved lead quality: ABA generates leads that are more likely to convert into sales. By targeting qualified accounts, ABA attracts leads with a genuine interest in the product or service.
• Increased brand awareness: ABA puts your brand in front of the right people within target companies. This targeted approach can significantly increase brand awareness among key decision-makers.

What are examples of account-based advertising?

Here are two well-documented examples of successful LinkedIn ABM campaigns that showcase the platform’s effectiveness for reaching high-value accounts:

1. Drift’s “Target Account Program”

• Campaign Goal: Generate leads and increase brand awareness among key decision-makers at target accounts.
• Target Audience: Marketing leaders at high-growth tech companies.
• Campaign Strategy: Drift leveraged LinkedIn’s targeting features to reach decision-makers based on job titles (e.g., CMO, VP of Marketing) and companies (e.g., companies using specific marketing automation platforms).
• Ad Creative: Personalized ad copy highlighting the challenges faced by marketing leaders and how Drift’s Conversational Marketing platform could address them.
• Results: Drift reported a significant increase in website traffic from targeted accounts and qualified leads generated through the LinkedIn ABM campaign. They also mentioned improved brand awareness among their target audience.

2. Terminus’ “Account-Based Marketing Playbook” Promotion

• Campaign Goal: Promote Terminus’ ABM platform and generate leads from marketing operations professionals.
• Target Audience: Marketing operations professionals at mid-sized to enterprise-level B2B companies.
• Campaign Strategy: Terminus utilized a combination of LinkedIn Matched Audiences (uploading a list of target companies) and account targeting based on firmographics (company size and industry).
• Ad Creative: Targeted ads focused on the challenges of traditional marketing tactics and how Terminus’ ABM platform could streamline account-based marketing efforts.
• Results: Terminus achieved a high click-through rate (CTR) on their ads, indicating strong audience engagement. They also reported a substantial increase in website traffic and qualified leads from their target audience.

These examples demonstrate how LinkedIn ABM can be effective for:

• Reaching the right audience: Precise targeting options ensure your message reaches the most relevant decision-makers within your target accounts.
• Personalization: Craft compelling ad copy that speaks directly to the challenges and interests of your ideal customers.
• Brand awareness: Targeted LinkedIn Ads can increase brand recognition among key accounts you want to develop relationships with.
• Lead generation: Drive qualified leads from high-value companies by showcasing the value proposition of your product or service.

Remember, success with LinkedIn ABM goes beyond the platform itself. It requires careful planning, strategic targeting, and compelling creative that resonates with your target audience.

What is LinkedIn account-based advertising?

Account-based advertising (ABA) is primarily delivered on LinkedIn. It leverages LinkedIn’s unique features to target and engage with specific, high-value companies you want to convert into customers. Here’s a breakdown of the key aspects:

• Focus:
  Unlike traditional advertising reaching a broad audience, ABA on LinkedIn concentrates on a predefined list of target accounts deemed strategically important for your business.
• Targeting Capabilities:
  LinkedIn excels at B2B marketing due to its professional audience. It offers advanced targeting options based on:
  • Company characteristics: Industry, size, location
  • Firmographics: Company revenue, employee count
  • Job titles: Decision-makers within your target accounts (e.g., CMO, VP of Sales)
  • Skills: Specific skills relevant to your product or service
• Personalization:
  Effective ABM hinges on personalization. LinkedIn allows you to craft targeted ad copy that resonates with the specific needs and challenges of your ideal accounts.
• Campaign Formats:
  You can run various ad formats on LinkedIn to reach your target audience, including:
  • Sponsored Content: Promote valuable content like articles, white papers, or infographics directly in the LinkedIn feed of your target accounts.
  • Dynamic Ads: Personalize the appearance of your ads to include company logos or names, increasing relevance for each viewer.
  • Text Ads: Targeted text ads appear alongside search results on LinkedIn, ensuring your message reaches decision-makers researching relevant topics.
• Benefits:
  There are several advantages to using LinkedIn for ABM:
  • Reach the Right Audience: Focus your efforts on high-value accounts most likely to convert.
  • Personalization: Deliver targeted messages that resonate with specific needs and challenges.
  • Brand Awareness: Increase brand recognition among key decision-makers within your target companies.
  • Lead Generation: Drive qualified leads from companies with a genuine interest in your offering.

By using LinkedIn’s targeting features, ad formats, and personalization options, you can develop effective account-based advertising campaigns to reach your ideal customers and achieve your marketing goals.

What is account-based advertising strategy?

An account-based advertising (ABA) strategy focuses on delivering highly targeted ads to a predefined list of high-value companies. It’s a core component of Account-Based Marketing (ABM), a broader strategy that involves personalized marketing efforts across various channels to convert these target accounts into customers.

Here’s a breakdown of the key elements of an ABA strategy:

1. Target Account Selection:

• In-depth research is crucial to identify a list of companies that are a perfect fit for your product or service. Consider factors like industry, size, budget, and firmographics (demographic data about a company).

2. Audience Segmentation:

• You might segment your target accounts into groups based on shared characteristics or buying stage. This allows for more tailored messaging and ad creative for each segment.

3. Messaging and Creative Development:

• Craft compelling ad copy that resonates with the specific needs and challenges of your target accounts. Personalization is key here – avoid generic messages.

4. Channel Selection:

• While LinkedIn Ads is a popular choice for B2B ABM due to its professional audience, your strategy might also encompass other channels like display advertising, search engine marketing (SEM), or even retargeting ads.

5. Campaign Management and Optimization:

• Continuously monitor and analyze the performance of your ABA campaigns. Track metrics like impressions, clicks, and conversions to identify what’s working and adjust your strategy accordingly.

Here are some additional points to consider for your ABA strategy:

• Alignment with Sales and Marketing: Collaboration between sales and marketing teams is essential for successful ABM. Both teams need to be aligned on campaign goals, messaging, and lead nurturing strategies.
• Data and Measurement: Leverage data to personalize your outreach and measure the success of your ABA campaigns. Track key metrics to demonstrate the return on investment (ROI) of your ABM efforts.
• Technology and Tools: Consider using ABM platforms, data management platforms (DMPs), and marketing automation tools to streamline campaign management, personalization, and data analysis.

By implementing a well-defined ABA strategy, you can significantly improve the effectiveness of your marketing efforts and reach your high-value target accounts with laser focus.

What are account-based advertising tools?

ABM ad campaigns require a variety of tools to manage target accounts, personalize outreach, deliver ads, and track performance. Here’s a breakdown of the key categories of ABA tools:

1. Core ABM Platforms:

These are all-in-one platforms designed specifically for managing ABM campaigns. They offer features like:

• Account identification and selection: Tools to help you research and build your target account list.
• Campaign management: Manage and track your ABM campaigns across different channels.
• Personalization: Create and deliver targeted ad messages for each account.
• Analytics and reporting: Track the performance of your ABM efforts and measure ROI.

Here are some popular Core ABM Platforms:

Platform	Description	Website
Demandbase	Offers features for account identification, targeting, ad delivery, and analytics.	https://www.demandbase.com/
6sense	Provides intent data, account identification, and omnichannel campaign management.	https://6sense.com/
RollWorks	Specializes in account identification, scoring, and multi-channel engagement.	https://www.rollworks.com/
Terminus	Offers account identification, engagement tools, and marketing automation features.	https://terminus.com/
HubSpot Marketing Hub	Provides a comprehensive marketing platform with ABM functionalities like lead nurturing and campaign management.	https://www.hubspot.com/products/marketing

2. ABM Intent Data Platforms:

These platforms provide insights into the buying intent of companies. They collect data from various sources like website visits, content downloads, and social media activity to identify companies actively researching solutions related to your offerings.

This data allows you to target accounts that are more likely to be receptive to your message. Here are some examples:

Platform	Description	Website
Bombora	Uses website behavior data to identify companies with purchase intent.	https://bombora.com/
Clearbit	Offers enrichment data like firmographics, technographics, and contact details.	https://clearbit.com/
Correlated	Provides intent data based on website behavior and social media activity.	https://www.getcorrelated.com/

3. ABM Contact Enrichment Tools:

These tools help you gather and enrich information about the contacts within your target accounts. This can include data like job titles, email addresses, and social media profiles.

Having a comprehensive contact list allows for more targeted outreach and personalization. Here are some popular options:

Platform	Description	Website
ZoomInfo	Offers a business database with contact information and firmographics data.	https://www.zoominfo.com/
Clearbit	Provides enrichment data like firmographics, technographics, and contact details.	https://clearbit.com/

4. ABM Content Delivery Platforms:

These platforms facilitate the creation and delivery of personalized content to your target accounts. This content can be in various formats, like ebooks, white papers, or webinars.

By providing valuable and relevant content, you can establish thought leadership and build trust with your target audience. Here are some examples:

Platform	Description	Website
PathFactory	Offers a platform for creating, managing, and tracking the performance of personalized content journeys.	https://www.pathfactory.com/
Uberflip	Provides tools for creating and distributing content like ebooks, white papers, and product brochures.	https://www.uberflip.com/

Remember, the specific tools you choose will depend on your budget, the size and complexity of your ABM program, and your target audience.