Account-based marketing (ABM) plays an important role in many B2B demand gen strategies, and programmatic ABM provides these campaigns with on-point targeting and personalization. The scalable ABM approach may involve a small set of accounts or as many as a thousand or more. Programs may differ, but all have in common their focus on specially selected account lists.
What’s Programmatic ABM?
Programmatic ABM brings a creative mix of cognitive marketing technology to account-level pursuits. B2B marketers have walked miles away from traditional “spray and pray” methods to embrace account-based campaigns. They rely on AI-based approaches to target accounts more effectively and efficiently using intent data.
The ABM model is to focus tactics very specifically on selected accounts, and programmatic ABM provides a unified, data-driven solution to reach those accounts at the prospect level. Programmatic ABM streamlines B2B revenue strategies by being repeatable, scalable and automated, yet customizable.
Instead of mass-marketing, programmatic ABM targets prospects from 100 to 1000 accounts that share features like demographics, geo-locations, gender or age groups. These contacts receive ads curated and customized for their profiles, segments or even account and buying group role. This hyper-targeting helps identify qualified leads within that account universe, reducing demand gen costs and time.
B2B marketers and sales teams are inclined towards this data-driven, centralized approach for better win rates, larger deal sizes, and for generating business from an existing customer base. ABM contributes to alignment of sales and marketing teams and tactics around accounts with the highest potential.
Reach | Engage | Convert
Achieve these three things, and you’re good to go. B2B marketers must identify and reach prospective buyers, engage and convert them, either to the next step in a journey or perhaps to Sales to convert to a deal.
Programmatic ABM adds a holistic approach to your brand’s marketing needs, and automation makes it scalable and manageable. It can potentially take you through every step of Reach, Engage and Convert. Intent data identifies roles and prospects within accounts that are actively in-market. B2B marketers can wrap these prospects in useful content. Shower them with relevant ads, and let programmatic AI do the work.
Three Powers of Programmatic ABM
1. Power of consistent engagement via relevant messaging
Most business organizations are transitioning to more customer-centric models, with relevant messaging for account segments. Sales, marketing and data alignment impacts the success of programmatic campaigns. Programmatic ABM allows marketers to design a holistic strategy for a unified marketing experience across prospects within an account. It allows for different roles within accounts’ buying groups.
Intent data gives B2B marketers actionable insights about their target accounts and the buying groups in market. Even more important is the means to activate that intelligence, such as with a marketing cloud. Entire data-solutions ecosystems have evolved in recent years, with DSPs and DMPs holding the center stage, and intent has kept pace every step of the way. Developments in data management, predictive analytics and machine learning have made programmatic ABM a strong performer.
3. Power of expanded and multichannel reach
Programmatic advertising and hence, programmatic ABM, constantly evolve to serve up a creative cocktail of media channels. Choices include display, video, audio, mobile advertising, connected TV and DOOH. With internet ubiquity and accelerated digital transformation, buyers from targeted accounts can be anywhere and everywhere. A holistic solution (like an intent-driven marketing cloud) helps B2B marketers identify and target ABM prospects wherever they are in the digital network. B2B revenue teams achieve effective multichannel optimization, increased transparency, better ROI tracking and wider reach, all thanks to programmatic ABM.
Programmatic ABM: Part of the Data-Driven Future
Intent data-driven programmatic advertising is the future of martech, especially in the post-pandemic world (whenever that happens.) A satisfied customer is the best business strategy and in B2B, it starts at the account level. To accelerate ROI and conversion rates in account-based campaigns, programmatic ABM provides the precision and metrics marketers need. You might want to browse through our other blogs and resources for more ideas about account-based marketing and programmatic ABM.