4 reasons why you should leverage programmatic account-based marketing

Account-based marketing (ABM) has long been a strategy that advertisers leverage to reach their target audiences. As a business-to-business marketing strategy, ABM concentrates marketing towards a set of specific accounts within a marketing team and allows for campaigns to be personalized towards engagement. For B2B marketers, getting in front of the right professionals with buying influence is essential. B2B marketers having the means to efficiently target within their brand’s ideal customer profile is crucial to ensure their ads can lead to meaningful conversions. With its personalized approach and attention to detail, B2B audiences are receptive to messaging that is tailored just for them. Companies are investing in ABM because it works. They’re finding that this B2B strategy drives substantial business impact. A report by Momentum ITSMA gathered input from 279 ABM heads and practitioners from across the world. The report found that 84% of marketers experienced pipeline growth, and 77% reported revenue growth thanks to their ABM efforts. Seventy-two percent said that ABM delivers higher ROI than other types of marketing. And the value of ABM moves far beyond lead generation; most programs are seeing measurable improvements across a range of account, sales and organizational objectives. Traditionally, ABM has relied on physical-world activities like sending gifts to ideal company clients, or attending events to get one-on-one time with the stakeholders at a target company. Although ABM is effective, personalization at scale for target accounts remains a top challenge. To address this, marketers can leverage the power of programmatic for their ABM strategy. Programmatic ABM can be a B2B marketer's competitive edge: precision targeting at scale for your highest-ROI tactics. In addition to personalization, measurement is also a key challenge for B2B marketers; ABM solutions can help them understand the impact of media dollars on account engagement. With the rise of programmatic advertising, the capabilities in ABM have become increasingly powerful. Marketers need ABM solutions that enable them to target high-value B2B audiences based on account lists, plus firmographic and personal-level data. Let’s explore four reasons why B2B marketers should be leveraging programmatic ABM. 1. Programmatic ABM is precise and scalable. With programmatic ABM, marketers can leverage tools that target select account lists and employees based on such factors as seniority and other firmographic data. This approach results in meaningful ad campaigns that can scale. By using firmographic and account data to pivot their ad campaigns, B2B marketers can optimize their results and achieve greater campaign success. 2. Programmatic ABM allows marketers to track progress across the buyer's journey. Advertisers can leverage programmatic ABM to see what actions users are taking at which stage of the programmatic funnel. This gives them insight into their unique sales cycle, and helps them prioritize what to do next. Understanding how business professionals and decision-makers are engaging with campaigns and creatives makes it possible to better iterate on campaign performance. A B2B marketer can use these insights to segment the audiences into more applicable groups that can be targeted using increasingly focused and effective means. They can also leverage ABM to discern interested and engaged accounts for prioritization within the sales team. 3. Programmatic ABM streamlines the customer-acquisition process. Programmatic ABM gives marketers the opportunity to create more personalized messaging for B2B professionals. Rather than creating a broad message for a large population, B2B marketers can personalize messaging based on who their target personas are or where specific accounts are in the funnel. This enables B2B marketers to eliminate those poor leads that go nowhere. While ABM supports personalized messaging, this doesn’t mean marketers should only nurture the primary decision maker that they are targeting. For ad campaigns to scale, it can be helpful to build a strategy that gets in front of the wider team that could influence a buying decision. This is because limiting campaigns to reach only CEOs, for example, will lead to campaigns that struggle to scale. 4. With programmatic ABM, advertisers can leverage diverse, multichannel inventory. The B2B buying journey isn’t linear. A multichannel approach is key because it enables marketers to reach influential B2B audiences wherever they consume content. Using a mix of complementary channels increases the percentage of the total target audience that a campaign can reach, and it helps advertisers to craft a cohesive brand story throughout the entire customer journey. Why is this important? It can take anywhere from a couple of weeks to several months to close a B2B sale. Pursuing a full-funnel marketing approach allows B2B marketers to nurture leads who aren’t ready to buy yet across a multitude of channels, such as unleashing their message through a full-screen video via connected TV advertising, or retargeting them through a programmatic audio ad. It’s time to embrace programmatic ABM. With the popularity of programmatic advertising, the capabilities of ABM have become increasingly powerful. Programmatic ABM gives B2B marketers the ability to nurture audiences through the B2B buying journey across all devices and different programmatic channels. As a result, they can leverage ABM to create highly targeted, personalized campaigns that will win over the right accounts. About StackAdapt StackAdapt is a multichannel digital advertising platform that is leading the industry with machine learning and artificial intelligence at its core. Ad buyers plan, execute and manage data-driven digital advertising campaigns across all devices, inventory and publisher partners. Specializing in native, display, video, connected TV, audio, in-game and digital out-of-home advertising, StackAdapt is the No. 1 DSP and a Top 100 Software Product on G2, supporting marketers and advertisers globally.

4 reasons why you should leverage programmatic account-based marketing

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