Why is everyone talking about ABM? Two very simple reasons:

  1. 80% of marketers say that ABM outperforms other marketing initiatives.
  2. Companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured leads.

While B2B marketing has come a long way in the digital age, it has always struggled with it’s technology needs. A lot of companies have tried to tailor their B2C technologies to the the B2B market, but generally it has been like trying to fit a round peg in a square hole.

But all that has changed recently with three simple words: account-based marketing. Better known as ABM, account-based marketing is one of the first marketing technologies that has been specifically designed for B2B marketers.


The B2B Problem

The single biggest difference between B2C and B2B sales is the length of the sales cycle. While B2C marketers can run a few ads, target a single person, and drive conversions within a matter of weeks, the B2B marketer has a much harder job. In fact, according to CEB, B2B sales now require 5.4 people to formally sign off on each purchase in a B2B sales cycle.

That means that the B2B sales journey is much longer and involves a lot more decision makers. As a result, there have been dozens of companies that have entered the fray trying to provide solutions to this complex problem, with more than a few having lackluster results. But fear not, because today we’re thrilled to announce…


The AdRoll Difference

Today we are proud to announce the AdRoll ABM advertising platform that has been years in the making. With AdRoll’s 10 years in advertising, having become masters of optimizing the B2C sales journey, it was only natural that we step into the complex problem of helping B2B marketers as well.

Having already served over 16,000+ B2B companies to date, and with the world’s largest data co-op, AdRoll is easily poised to blow the ABM game out of the water. Here’s why:

Using AI Perfection

Using our BidIQ technology, we can connect companies with over 1.2 billion digital profiles across web, social, and mobile channels. In fact, our bidding AI can leverage 34+ million signals and make 2.5 million predictions a second to help our customers place the best ad at the best value. Getting in front of multiple decision makers is key to closing B2B sales and BidIQ is built to do just that.

Hyper-Targeting with Integrations

To develop an ABM solution we needed to be able to track long sales cycles throughout multiple stages and multiple touchpoints. That’s why over the last few years we developed integrations with 3 of the largest CRMs in the world: Marketo, Salesforce, and Hubspot. Providing our customers with complete transparency into how their marketing efforts are paying off has been an AdRoll staple that most other providers simply can’t (or don’t want to) match.

Complimentary Professional Services

Beyond your typical customer service, one of the core strengths we’ve carried over from our AdRoll heritage are our optimization and design services. ABM can be a very complex strategy to execute on, which is why we provide you with account executives who can provide insights on optimization areas you might have missed. Plus, our in-house design team is always at your disposal so you can launch effective campaigns as quickly as possible.

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Next Steps

There’s very little doubt nowadays that account-based marketing is the future for B2B marketers. Providing a personalized, well thought-out campaign that meets your potential customers where they natively live seems like a no brainer, but it’s easier said than done.

Having the technology, integrations, and personal help to execute these kinds of campaigns is key to executing a successful ABM strategy. If done right, however, ABM provides incredible returns.

According to a Demand Gen Report, 97% of practice leaders, marketers, and business development executives said that ABM offered a higher ROI than other marketing methods, with 38% calling it ‘much higher.’

If you’re interested in exploring ABM with AdRoll, head over to our product page to learn how different companies are already leveraging this powerful marketing technique to streamline their B2B sales cycle. And, if you’re curious to see how ABM works in practice, you can download our full guide on the subject: Account-based Marketing – A Practical Guide.