Today’s B2B marketers have more control over — and get more ROI from — our advertising dollars than ever. We can more precisely target buying committees at our target accounts while avoiding waste. We can ingest signals from CRM and marketing automation to align our programs to our businesses. Add in the right analytics and reporting, and we can track our campaign spend’s influence on actual revenue, making marketing’s contribution to the business much more visible. In many ways, we are in a golden era of B2B advertising.
But new possibilities come with new questions. How do you really square programmatic advertising with an account-based marketing strategy? What’s the best way to segment accounts into campaign audiences? How should budgets be allocated across accounts? What type of messaging works at different stages in the funnel?
In the Targeting Playbook (see the PDF file attached to this article) we’ll address all of these questions and more with guidelines and best practices, with helpful tips toward carrying them out in Demandbase’s ABM Platform.