When first researching account-based marketing (ABM), it’s easy to get lost in all the technical jargon. AdRoll helps make it easy for marketers to break through this clutter.

To deploy a successful ABM strategy, it’s important to have sound logic and strong data to determine which accounts you define as having the highest value for your company. AdRoll deploys multiple philosophies to help marketers create lists of targeted accounts. Here are a few methods you can use to target key clients and grow your business.

Self-selection through intuition and experience

One of the simplest, but potentially least effective, ways to define target accounts is by asking new business sales and marketing executives for a target list of companies. Most often, the email addresses of target accounts will already be stored in your company’s CRM database. Once these target accounts are identified, you can upload their email addresses into AdRoll’s CRM Data Onboarding to match emails to online cookies and serve personalized ads.

However, it’s important to remember that human error can play a role here. With this method, there can be a tendency to follow instincts over tangible insights. For example, a list that includes only Fortune 100 companies may lead to your biggest deals, but what if Fortune 100 clients aren’t the target market for your solutions?

We recommend that all clients who self-select their accounts focus on the importance of testing and diversifying their outreach. In other words, avoid putting all your eggs in one basket when your intuition is your primary decision maker.

Onboarding data from sites like Marketo, Salesforce, MailChimp, HubSpot, and more

If you’re unable to curate a list from other departments, or self-selecting your target accounts doesn’t make sense for your business model, we’ve seen a number of companies find success using static data to create ABM lists. Static data includes things like demographics, industry firmographics, and psychographics or cultural indicators. This data is usually based on what companies assume their ideal customers “look like.”

For example, many marketers might think their product truly wins only when pitched to C-level decision makers at large companies. But it’s important to question where this data point came from. How recent is it? How accurate is it? Does pitching to a CEO lead to higher conversion rates than pitching to a marketing director? For many companies, it can be more beneficial to look at individual buying teams rather than assumed companies as a whole. For the B2B industry, the average buying team is 5.2 people. If you only target specific titles, you could be missing out on influencing the bigger team. Challenge yourself and your marketing team to stop relying only on static data to define your customer base.

Because AdRoll sees the value in all the data a marketer collects, we are constantly looking for ways to make more intelligent advertising and lead generation decisions. We’ve built out more than 10 key integrations that allow marketers to onboard their other data sources into AdRoll. These integrations are super simple to set up in our dashboard, and by pulling in your target users, you can serve them a personalized experience across the web and social channels.


Harnessing dynamic or predictive data

Marketing is now a digital discipline, and data is one of the most valuable marketing assets in the new programmatic marketing landscape. This is especially true when considering customer intent data. Platforms that leverage intent data do so by using multivariable machine learning algorithms—like AdRoll’s Prospecting algorithm. These algorithms analyze your current customers and highest-valued users to identify specific attributes, signals, and behaviors that indicate someone who is likely in the market for your solutions.

Intent data is the most accurate source for any ABM strategy, as it is unbiased and based on who you’re actually closing. Instead of basing account lists on intuition or assumptions about target customers, marketers are now able to gain insights directly from their current customer base.

AdRoll identifies your highest-intent users or customers by looking at things like conversion points on your site, lists of tier-one leads in Marketo, or a list of current customers in Salesforce. We then analyze the behavior of these high-value customers and drive other similarly-behaving users to your site.

For a full rundown of all the magic that goes into AdRoll Prospecting, our predictive customer product, click here.