Targeting Solution Overview

  • Updated

Overview

Demandbase Targeting is Demandbase's digital advertising solution for B2B marketers. Built according to the principles of Account-Based Marketing, Targeting helps marketers and agencies advertise to prioritized accounts and their relevant decision makers and stakeholders. The Demandbase Targeting helps you in 3 ways:

1. Identify the Accounts that Matter Most

  • Build audiences tailored to your ideal customer profile, using AI to find accounts with firmographic fit and strong intent signals.
  • Rank, filter and segment account lists for different tactics and programs.

2.  Advertise to Those Accounts

  • Reach buyers within your target companies showing intent for your offering.
  • Personalize your message with dynamic creative.
  • Optimize campaign delivery and pacing across accounts to maximize performance.

3. Measure at the Account Level

  • Focus on business outcomes with dashboards and analytics built for B2B.
  • Report on account-level reach, engagement and CRM outcomes.

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Steps for Working with the Targeting Solution

To maximize your advertising budget and protect your brand, it’s crucial to reach the actual buyers in your target accounts with relevant ads on brand-safe sites. Demandbase Targeting Solution helps you execute account-based marketing campaigns to accomplish this piece of your ABM strategy.

To implement account-based marketing campaigns, you’ll use the Targeting Solution and the Demandbase ABM Platform with Account Selection to:

  1. Build an Audience for Your Ad Campaign
  2. Create and Deliver Personalized Ads
  3. Measure the Results of Your Ad Campaign

Build an Audience for Your Ad Campaign

Use Demandbase Account Selection to create a new audience filtered specifically for accounts with the strongest buying signals. This can either be a ranking of accounts or Demandbase can unearth a list of in-market accounts. Then use this list with your next ad campaign to drive optimal business outcomes. By monitoring content consumption behaviors from around the web and using artificial intelligence to discover engagement patterns, Demandbase identifies those with a high likelihood of being in-market for your solutions while also uncovering  decision makers and stakeholders for a given account.

How Does Demandbase Account Selection Work?

Demandbase Account Selection starts by asking some basic questions about your industry, your ideal customer profile, your competitors and common keywords that relate to your offering.

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Sample image of the profile builder in the ABM Platform

In addition to helping identify companies showing intent signals, your profile keywords also inform campaign targeting by pointing Demandbase’s ABM Platform toward the specific individuals within accounts who are showing research activity. These individuals make up your buying committee, and they are the most important to your campaign. You can use Keyword Discovery (a Targeting Solution capability) to identify new keywords based on the activities of your target buying committees.

Account Selection gives a detailed window into why each account was chosen, including the companies’ employee interactions with your own site as well as the content those employees are engaging with on the internet. The images below show how you can find this information for an account in the ABM Platform.  

Why This Account Tab

The Why This Account tab shows the characteristics of this account that Demandbase AI has identified as contributing factors to its qualification and rank. 

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Website Activity Tab

This Website Activity tab shows the activity of this account on your website.

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Intent Tab

The Intent tab shows the keywords from your profile that are being researched by employees at this account in the last 12 months. 

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Account Stages Tab

The Account Stages tab shows at which account stage this account last visited your website and also lists how recently this account visited.

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Custom Attributes Tab

This Custom Attributes tab shows the custom attributes that you are tracking for this account. 

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Learn More

  • See this article for more detailed steps on building an audience for an ad campaign.

Keyword Discovery

Keyword Discovery, a Targeting Solution capability, helps you discover new areas of intent for buyers at your target accounts. Use it to generate new keywords for Search Engine Marketing (SEM), and to inform your content marketing tactics.

You can use Keyword Discovery to identify new relevant keywords by:

  • Increasing click volume by capturing your buyers’ attention from a broader range of intent signals.
  • Getting an edge on your competitors and improving search engine marketing efficiency by finding. keywords that are contextually similar but less intuitive – and therefore less competitive, and less expensive.

Keyword Discovery can also drive a great amount of value for content marketing and Search Engine Optimization (SEO). Keyword Discovery results can give marketers a basis to audit the content on their sites, in order to:

  • Speak the buyer's language by elevating the impact of your website and other digital channels with content that aligns to the demonstrated intent of your target accounts.
  • Maximize organic search traffic with an SEO strategy that reaches into adjacent content areas.

How Does Keyword Discovery Work?

To use Keyword Discovery, you must first build a Demandbase Profile and generate an audience of target accounts. Demandbase then observes the individuals within those accounts who show engagement on the keywords provided in the Demandbase Profile. Demandbase then monitors this group of individuals and finds new keywords they may be researching. 

How to Access Keyword Discovery

You access Keyword Discovery in the ABM Platform by selecting Targeting Keyword Discovery in the top menu bar.

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Generate Keywords

After your profile and audience are built, you generate keywords by selecting a profile and audience and then selecting Generate Keywords.

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Keyword Cloud Results

After you click Generate Keywords, Demandbase displays the results in a Keyword Cloud View and a Top Keywords Table.

Keyword Cloud View

You’ll see two types of keywords in a Keyword Cloud:

  • Blue Keywords: These are the keywords already set up in your organization’s Demandbase Profile.
  • Orange Keywords: These are discovered for you by Demandbase Artificial Intelligence.

The size of the keyword corresponds with its rank, which is determined by a combination of:

  • Volume of engagement from target accounts
  • Contextual similarity to your profile keywords
  • Distinctiveness to your target accounts

You can click each word in the Keyword Cloud to view the top five accounts reading about it as well as add it to your organization's Demandbase Profile. The image below is an example of a Keyword Cloud.

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Top Keywords Table View

In the Top Keywords Table you can view details about each keyword from the searchable Top Keywords table, including:

  • The account ranking
  • Number of accounts with trending off-site intent
  • SEM score
  • How many people are researching it
  • Source of the keyword
  • Example URLs where there has been significant recent activity 

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Learn More

  • See this article for more detailed steps on working with Keyword Discovery.

Create and Deliver Personalized Ads

Personalized ads are more engaging and lead to more qualified traffic.

Demandbase Targeting Solution uses Demandbase’s patented technology to find people at specific companies out on the greater Web and serve personalized ads to them. An analysis across hundreds of Demandbase campaigns revealed that personalized ads garner 52% better engagement and increase conversion rates by 60% compared to non-personalized ads.

Demandbase has a high-performance ad tech stack that offers unique targeting and delivery capabilities with clear tracking and results.

The Demandbase Targeting Solution can efficiently deliver personalized ads for each of your account-based advertising campaigns. Our technology serves dynamically personalized ad creative to each audience you specify. The example below shows how you can dynamically serve personalized ads based on company, industry or other custom attributes.

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Types of Audiences to Target with Personalized Ads

You can create a variety of audiences to target with personalized ads. Here are some commonly-used types:

  • Most valuable customers
  • New business
  • Co-sell
  • Competitive
  • Pipeline
  • Upsell/cross sell
  • Renewal

Steps

Here are the basic steps for delivering personalized ads:

Step 1: Identify Your Target Companies

The first step in any Demandbase Advertising campaign is to develop your of list of target accounts from CRM records or your marketing databases, by working with Sales to determine their most valuable accounts, or by using firmographic attributes like industry, revenue, employees, location, technology. 

Step 2: Choose an Attribute to Personalize

The key to personalized ad creative is deciding which company (or firmographic) attributes to use for your target accounts. Demandbase offers 45+ detailed firmographic attributes and any of them can be used for ad personalization. For example, the copy in your ad creative can be personalized to display to a specific industry or company. Review our best practices for dynamic ad personalization here.  

Step 3: Build Your Ad Creative Files

You can develop your own creative files or you can have Demandbase's Creative Services Team develop them for you. Be sure to follow the ad creative specs located here.

  • If you are having Demandbase create your files, send your source files to your Demandbase CSM for review and building of personalization by our creative team. Using the attribute you determine in Step 2, our creative services team designs and builds ad units made to dynamically personalize to your target companies. We can insert the attribute within the copy, change parts of the messaging, or swap images or graphic elements. In all engagements, we follow design and advertising best practices. Your creative will be ready for your review and approval within 5 business days. 

Step 4: Serve Ads to Only to Target Companies Across the Web

With your ad creative built, you build your ad campaign using Demandbase's Self-Serve Targeting campaign creation wizard. With Self-Serve Targeting you can:

  • Build and launch your advertising campaigns
  • Manage and optimize campaigns in real-time
  • Easily upload and change creative

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This wizard allows you to easily build a campaign in 5 steps:

  1. Name the Campaign
  2. Select a Budget and Schedule
  3. Select a Location
  4. Select a Target Audience
  5. Select Creatives and Publish Campaign

To learn more details about building ad campaigns, see Build Your Ad Campaign.  

​Once you publish the campaign, Demandbase will serve ad units only to the target companies on your list (from Step 1). Each company sees a message unique and relevant to them to help grab their attention and drive further engagement. 

Measure the Results of Your Ad Campaign

Campaign reporting helps you connect and show the influence of of your campaigns to actual business outcomes. In addition, campaign reporting helps you become more transparent around account level data and metrics as well as where your ads are running on B2B safe websites. You use the Campaigns Dashboard (shown below) to help you track the status of your campaigns.

Review the top level metrics including:

  • Spend: The total budget spent to date, or within the specified time window, for the selected campaigns.
  • Total accounts: The total number of accounts being targeted.
  • Lifted accounts: Percentage of the target accounts that have more engagement (page views) during the campaign(s) compared to the baseline period of 30-days prior to the start of the campaign(s). 
  • Impressions: Total impressions served to date, or within the specified time window, for the selected campaign(s).

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Sample image of Campaigns Reporting Dashboard in the ABM Platform

See How

Watch the video below for an overview of the Targeting Dashboard. 

Working with Filters

You can use filters to sort your campaign reporting by status, audience, and profile. Select the filters you want to use from the applicable drop-down menus and then view the results.

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Working with Custom Date Ranges

You can seamlessly review campaign reporting by any date range. This reduces the need for any manual work to report on different date ranges. You can focus in on the data needed and share insights with various stakeholders. When you log into the campaign reporting, you’ll automatically see the past 30-days of performance. 

Steps

To access the Custom Date Ranges feature, follow these steps:

  1. Log in to the ABM Platform with your Demandbase credentials
  2. Click Targeting.
  3. Click Campaigns.
  4. Select the campaigns you want to view.
  5. Select a date range using the Date range selector located in the top right corner of the Campaigns Dashboard. You can select a custom date range or select a quick pick for the past 7, 14, 30 or 90 days.
    If you would like to see your entire list of campaigns and performance, you will need to select the date from from Nov 2018 to present day. 
  6. View the results.

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Campaign Insights Emails

You can leverage weekly email updates to monitor campaign performance. Demandbase’s Campaign Insights emails provide a weekly snapshot into the performance of your account-based advertising campaigns. The automated emails will be sent on Mondays and capture the past 7-days activity across 5 key metrics: accounts reached, accounts clicked, accounts lifted, spend and impressions served. Recipients will be able to click through to the campaign reporting in the ABM Platform to dive deeper into the data. 

Below is a sample Campaign Insights email. 

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LEARN MORE

To learn more, see Working with Campaign Insights, and the Campaign Insights FAQs

Steps for Using Campaign Reporting

Log in to the ABM Platform and follow these steps.

Step 1: Navigate to Targeting > Campaigns

1.1 In the ABM Platform, navigate to Targeting > Campaigns.

1.2 Select the checkbox next to the campaign(s) you’d like to view.

1.3 Select a date range to view campaign activity for a specific time period.

1.4 Select any applicable filters. 

​1.5 Review the top level metrics which include:

  • Spend: The total budget spent to date, or within the specified time window, for the selected campaigns.
  • Total accounts: The total number of accounts being targeted.
  • Lifted accounts: Percentage of the target accounts that have more engagement (page views) during the campaign(s) compared to the baseline period of 30-days prior to the start of the campaign(s). 
  • Impressions: Total impressions served to date, or within the specified time window, for the selected campaign(s).

1.6 Select the blue arrow to view more details about the campaigns you've selected.

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Step 2: Review the Stages Tab

The Stages tab shows the value your campaigns have on business outcomes and the closed/won deals for your organization including valuable metrics such as Cost per Account Visited and Cost per Account Engaged. These metrics not only help you to gauge the effectiveness of your Demandbase campaigns but are also metrics you can adopt across your other partners or paid efforts.

2.1 Review the metrics for each stage in the funnel, including Reached, Visited, Clicked, Engaged, Converted, Opportunity, and Won.

  • You have the option to change the parameters for the Engaged and Converted metrics. Click the metric you want to change and a link is available which will take you to a page where you can update the parameters for each metric.

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2.2 You can export the results of your campaign and share it with your stakeholders by using the Export Selected option at the top of the Campaigns window.

Tip

  • A good benchmark to use for the Engaged metric is 25-30% or greater for 3-month campaigns. If your campaign is falling short of this metric, work on refining your target account list and personalized messaging to make it more relevant and engaging for specific segments of your account list.

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Step 3: Review the Performance Tab

3.1 Review the Performance tab to view top-level metrics of account activity including: Accounts reached, Lifted accounts, Accounts new on site, and Accounts clicked. You can also dive into additional metrics listed by individual account including account name, spend, impressions, clicks, page views, and % change in page views. 

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To change the columns of information on this tab, click the More button and select the columns you want to view. The Engaged column gives you the ability to understand which accounts being advertised to are also engaged on the website.

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Step 4: Review the Publishers Tab

4.1 Take a look at the Publishers tab to see exactly where your ads are running across our carefully curated whitelist of B2B sites.

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Step 5: Review the Creatives Tab

5.1 Review the Creatives tab to view performance for the creatives in your campaign.

  • Hover over the thumbnail icon next to the creative name. The creative thumbnail will then show along with a link to access the tear sheets.
  • Click View tear sheet to see exactly what each creative would look like in a live environment. This functionality allows to see what the ad looks like and link through to the landing page for validation and confirmation.

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