Leslie Norgren, audience engagement director at 90octane, shares paid media strategies to get through to decision influencers in target accounts.
The appeal of Account Based Marketing (ABM) is that it enables marketers to go beyond the persona (i.e., “I want to reach X type of person at Y type of company”) to get right to a person (i.e., “I’m reaching these specific decision makers at these specific companies.”).
Yet one part of a successful ABM campaign that’s often overlooked is providing tailored messaging not only to decision-makers at prospect companies, but also to their influencers. Due to the complex nature of the B2B purchase decision process, this is vital. If targeting decision makers is the ground war of ABM, then using hyper-targeted media to reach the people who influence those decision-makers is an airstrike. Fortunately, online media advances have given us the tools to target influencers, too.
How do you create airstrikes, effectively and efficiently? Here’s a breakdown across five top channels:
1) Programmatic media
Programmatic media goes way beyond finding look-alike companies using NAICS codes – it can get you right to influencers at your target accounts. DSPs collect data on users’ content browsing, IP addresses and more, allowing advertisers to target specific profiles at specific companies.
Imagine you are marketing a software solution targeting 30 major hospitals. You may already know the name and title of the individual with purchasing authority at each hospital, and you could be using very personalized means to get in front of them. It may not be efficient to buy programmatic media to get to just those 30 people, but think about the 500+ other people who have a role in that decision. It can be prohibitive to identify all the relevant titles (which won’t likely be uniform across the hospitals) and target them all. Here’s how you can use programmatic media to get close to that level of intelligent targeting – without hiring a separate research department:
Target the 30 hospitals through their IP address. Place a premium bid on these IPs to maximize your investment.
Target further on articles related to HIPAA. By locating the company through IP and the user’s interests through browsed content, you can get close to the mark without titles.
Consider developing separate messaging to sub-segments with different roles in the decision. Highlight features to the front-line software user, and get the message of corporate stability to the procurement people. To do this, create sub-segments based on profile and browsing behavior.
Keep in mind the drawback of programmatic: you’re not the only advertiser. Users on the exchange with coveted titles have big targets on their backs, so you’ll have to be unique and relevant to break through. Alternatively, find the long-tail roles that still have influence.
2) LinkedIn
Don’t forget the obvious. While some LinkedIn products (like Lead Accelerator and Display Ads) require a minimum spend and larger audiences, there is an incredible amount of data that a marketer can leverage through a CPC model. The platform allows you to target by company, job title, function, seniority and more.
You may need to broaden your filters to meet LinkedIn’s minimum audience target, which is typically 1,000. Open it up to second-tier companies or loosen your job functions within your target account list. You will still get cost effective, tight targeting.
3) AdWords Customer Match
Google allows you to increase bids and personalize messages to individuals on your email list who they can match.
This inbound tactic gives you a unique opportunity to target known prospects while they are in relevant search mode.
It’s also a way to own broad, competitive terms – just for the searchers on your list. You’ll still have to pay dearly for that “healthcare software” click, but you’ll know the visitor is a high profile target.
As with LinkedIn, the minimum list size is 1,000. You may need to add second-tier prospects, and click volume will still be low. But remember that ABM is about targeting, not volume.
4) Event targeting
Now let’s add a healthcare IT trade show to your campaign. You can use geofencing in your display advertising to target attendees on mobile devices. This tactic won’t identify individual companies, but if you know some of your 30 hospitals will be at the event it can be a solid airstrike.
If you have a booth at the tradeshow, you’ll get multiple simultaneous impressions.
Take advantage of the temporal targeting – use messaging related to the time and place. Create calls to action to visit your booth.
Later, retarget prospects with show follow-ups to advance the conversation.
5) Geo-targeted paid search
Take the post-show concept further, capturing searchers within a one-mile radius of one of your 30 hospitals.
A final word: Since you’ll be pinpointing your most valuable prospect segment, use these tactics judiciously and strategically. Determine which tactics and key messages you’ll use, then put stickies on the wall to plot out the user experience. The bird’s eye view will always point out places to dial back, dive deeper and modify the messaging.