For marketers, account-based marketing (ABM) has become one of the hottest buzzwords of 2016, and we couldn’t be more excited. In fact, we have been optimizing our display campaigns to target accounts and customers. That being said, we still firmly believe that ABM isn’t an overall marketing strategy. Instead, we view it as one tactic within your entire toolkit that ensures proper air coverage to specific prospects and accounts.

It’s important to take the time to consider how ABM fits in with your company’s full-funnel advertising objectives. This is because it will be extremely difficult to build a long-term growth business if your strategy revolves only around ABM. Trust the other marketing tactics that are currently working for you to avoid putting all your eggs in one basket. AdRoll positions itself as a full-funnel marketing platform where companies can leverage all their data to target customers at any stage of the life cycle. So don’t ignore companies who may still be flying under the radar.

Below, we explain how ABM with AdRoll can help you attract, convert, and eventually grow your audience.

Attract: Reach new prospects

Finding the right users, the ones that match your ideal customer set, is easy with AdRoll’s Prospecting product. Prospecting harnesses the power of AdRoll’s IntentMap™, a database of over 1 billion anonymous user profiles, to find the online audience most likely to convert on your site. We call this customer intent data. This intent data essentially just refers to online actions or specific characteristics of users who have visited your site. For account-based marketing, these data points can help remove assumptions or guesswork to key in on the prospects that will be the most important to your business.

For example, you can model Prospecting segments off of current customer lists pulled from your CRM. You can also leverage lists of highest-value prospects from integrations with companies like Marketo, HubSpot, and Eloqua. Prospecting will then go find like-behavior users from this list and drive them to your site for the very first time.

Marketers can also create new marketing campaigns through data management platforms like Adobe and BluKai. AdRoll uses these integrations to build what are called “buyer personas.” These personas can be uploaded into AdRoll for marketers to build retargeting campaigns off of.

Convert: Turn prospects into customers

Nurturing prospects throughout the sales process to help them convert is a core aspect of ABM. Retargeting is a great way to achieve this. In addition to retargeting based on CRM segmentation, AdRoll can label specific customers as “high-intent,” or most likely to convert, based on how much they’ve interacted with a marketer’s brand. This group of users becomes the target account for campaigns that aim to nurture prospects.

Personalization can significantly improve performance at this stage. AdRoll can dynamically change the campaign messaging based on which stage of the funnel the users are in—tailoring messaging to customers based on how they’ve interacted with your site. For instance, B2B marketers can upload ad creative that generates awareness for customers who have only visited the homepage. Marketers can then target more aggressive messaging to prospects who are closer to signing up for a demo or purchasing a subscription.

Additionally, email is a high-value channel that we can easily integrate into any ABM campaign at this stage. SendRoll sends triggered emails to your prospects who have entered an email address but never converted. This is great for getting more customers into the sales pipeline and setting up product demos.

Grow: Maximize customer value

AdRoll’s suite of products is designed to convince as many users as possible to convert. Marketers looking to grow their bottom line should combine AdRoll’s Retargeting, Prospecting, and SendRoll products to create a seamless flow from the top of the funnel to the bottom.

AdRoll has been helping our clients run personalized display campaigns to specific accounts and customers for many years. Whether you want to attract new customers, convert target accounts, or maintain your biggest clients, we have the solutions to help you grow your business.

Things to consider when doing ABM with AdRoll:

Define the (WHAT) messaging:

  • Make it customized, personalized, and—most importantly—engaging.
    • Knowledge and understanding of my business
    • Knowledge of my industry
    • Fresh ideas to advance my business

Define the (WHERE) place to engage:

  • What channels make sense for your business?
    • Online (display, search, email, LinkedIn, Facebook)
    • Offline (events, OOH)