Solutions to Use
- Demandbase ABM Platform (Required)
- Targeting Solution (Required)
Overview
Getting the message right is just as important as reaching the right audience in the right places. Personalized ads command more attention and drives more qualified traffic. In fact, our analysis across hundreds of Demandbase campaigns revealed that personalized ads garner significantly better engagement and conversion rates compared to non-personalized ads.
Demandbase Targeting Solutions uses our patented technology to find people at specific companies out on the greater Web and serve ads to them. We’ve built a full, high-performance ad tech stack that offers unique targeting and delivery capabilities with clear tracking and results. As a part of our Advertising Solutions, we also have the ability to serve dynamically personalized ad creative to each company.
Recommended Approach
Use Demandbase Targeting Solution to efficiently deliver personalized ads for each of your account-based advertising campaigns. Our technology serves dynamically personalized ad creative to each audience you specify.
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Steps
1. Identify Your Target Companies
The first step in any Demandbase Advertising campaign is to develop your 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.
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.
3. Submit your Ad Creative Files
- Be sure to follow the ad creative specs located here.
- 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.
- Whenever company name is being used as the personalized attribute we take every precaution to avoid the appearance that the targeted company is an endorser or co-sponsor for the advertiser. In most cases we use the company name as a way to direct the message to the visitor, as a salutation.
- Your creative will be ready for review and approval within 3 business days.
4. Serve Ads only to Target Companies, Across the Web
- With your ad creative built and ready to be personalized, we launch your campaign and 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. We use our technology and tools to optimize campaigns throughout the process, and make any changes necessary.