5 key learnings to know about
Programmatic Account Based Marketing.

Technology is changing the way we market. As CMOs are looking for solutions to increase revenue and profitability, Programmatic ABM is the ultimate solution to engage your customers in an ever-increasing digital journey. Here are our top five key learning’s to ensure you can reap its benefits.

By Peter Juul Ottesen    |   4 MIN READ

 

5 key learnings to know about
Programmatic Account Based Marketing.

Technology is changing the way we market. As CMOs are looking for solutions to increase revenue and profitability, Programmatic ABM is the ultimate solution to engage your customers in an ever-increasing digital journey. Here are our top five key learning’s to ensure you can reap its benefits.

By Peter Juul Ottesen    |   4 MIN READ

 

BEST Practice Take Out….

Read below or  download the whitepaper here!

Programmatic ABM is machines talking to machines in real time. The basic concept of programmatic advertising is simply a demand side platform (technology) where target parameters are set up (audience demographics, IP, geography etc.) – in order to cherry pick the specific user delivered from a wide range of supply side platforms (users on a website). If you then use an algorithm to optimize media buying and even machine learning or AI, the setup, in theory, should pretty much be able to run on its own. That is probably the perception of what programmatic advertising is all about.

1 – DO NOT LEAVE THE MACHINES UNATTENDED

Reality is almost the opposite – the more you leave the machines to do the optimizing on their own -untouched by humans – the more they will possibly cause you problems and spin offs. The challenge is that machines are still good at doing exactly what they are told to do – and not so good at thinking by themselves – yet. AI and machine learning that could offset this matter are still at an early stage. The hype and talk of this are still ahead of the current day-to-day practical use. Undoubtedly, this will change in the years to come – but as it is today it is not recommended to leave the machines unattended.

2 – BE AWARE OF “UNDECLARED” DATA

Newer account-based advertising providers start with a list of individuals at the target companies. And since they are targeting individuals, not locations, it doesn’t matter if someone is in the office, on the road or at home. This approach relies on the availability of 3rd party data and has big limitations because of data privacy concerns. It works relatively well in US, Canada and UK because of availability of service providers that can provide such data to advertisers. You may be able to reach your individuals as part of a big target audience without needing to know their identity.

3 – PREPARATION IS HALF THE WORK

To have a good running Programmatic ABM setup you should invest time in the preparation of the setup. It starts with the account list and the related IP addresses/cookies. This will often require a good deal of detective work. But it is worth investing upfront. Many large organizations have a long history of acquisitions, regional and country subsidiaries and changes in legal names that should be identified before you implement a programmatic setup.

4 – SURVEILLANCE BEATS AUTOMATION

The need for precision in Programmatic ABM is crucial – it is all about reaching the correct companies.
But precision must also be balanced in order to reach a user at all. If the setup is too restrictive no users will be reached, which means no exposure/no engagement. So, there is a balance between setting too many parameters and setting too few – and finding the right combination of parameters that delivers the output needed. This can only partly be automated because you need to keep an eye on the quality of the output. This means surveillance.

5 – GET TRACK & TRACE RIGHT FROM THE START

In order to get the full value out of a programmatic ABM setup you should be able to trace the users’ journeys on your website. This should be fairly logical for most B2B marketers. But for many reasons this is not an easy task. Corporate policies, GDPR compliance, IT setup, lack of technical skills internally, organizational setup etc. often make this a much more difficult task than one could dream of. It is something that is not easy to resolve. But it simply must be part of the preparation and need to be resolved before the implementation of a Programmatic ABM setup.

 

A Programmatic ABM setup has a much higher need of precision than compared to a programmatic B2C setup. Have in mind that this clearly enforces the need of considering the practical learnings mentioned in this paper.

Download the whitepaper here!

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