Account-Based Advertising101:

Reach Beyond Your WebsitePresented by:

Mani Iyer, Kwanzoo CEO and Rachel Rocker, Kwanzoo Customer Success

June 25, 2015

Featuring Special Guest Speaker:

Mike Telem, Marketo VP Product Marketing

Webinar Objective & Agenda

Primary Objective: Introduce and explore the benefits of account-based (ABM) advertising programs to influence buyers at target accounts

Agenda for today’s webinar: What is Account-based Marketing? Account-based (ABM) Advertising Basics: - What is Account-Based Advertising? - Two types of ABM Advertising - How to Plan, Build & Launch an ABM Program - ABM vs Other Outbound Marketing programsABM AnalyticsIntro to Tools for Budgeting & PlanningSummary/Q & A

What is Account-based Marketing?

A Quick Intro to ABM

Account-Based Marketing (ABM)

“Focus on those accounts most likely to generate revenue.”

Target prospects based on Industry,

Revenue and Named Accounts.

Should you engage them all?

What is Account-Based Marketing?

In one word… it’s

FOCUS

97%Say ABM had higher ROI than other marketing activities

82%Of prospects value content made for their specific industries

67%Of prospects value content created for their specific job functions

According to the ITSMA: “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic. Period.”

Account-Based Marketing

Typical ABM Use Case

Targeting groups of high-yield organization

Verticals (ex: Finance, Government)

Size (SMB, ENT, Fortune 500)

Targeting groups of specific named accounts

Sales Territories (ex: MidWest targets)

Strategic accounts (ex: Top 50 verticals)

Product Usage (ex: using competing products)

Targeting a few very high-value enterprises

Top ten Banks (ex: Bank of America, JP Morgan)

Key logos (Ex: Facebook, Google, Coca-cola)

3 Steps to Account-Based Marketing

1. Identify high value accounts

2. Execute targeted campaigns

3. Measure and optimize

Account-Based Marketing on Your Website

Account-Based Marketing on Your Website

Account-Based (ABM) Advertising Basics

An introduction to account-based advertising, what it is, how it works, & more

What is Account-Based (ABM) Advertising?

Increase brand visibility, influence buyers, and

grow site traffic by serving display ads

only to users at your B2B target

accounts.

Increase brand

visibility

Grow site

traffic

Influence key buyers

How ABM Ads Work

1. You provide us a list of target accounts (by account names, or as a list of key contacts with email addresses).

2. We serve display ads to users at the target accounts (and to no one else) with pre-set caps on # ads served per user.

3. Users engage with your marketing content/offers and visit your site.

• kkkk • kkkk

2 Types of Account-Based (ABM) Advertising

Email-Based ABM(Target account based on

contact data)

IP-Based ABM(Target accounts based

on company IP blocks)

Account-Based (ABM) Advertising Process Flow

Account Lists from Your MAP/CRM

Account prioritization (Reach net new OR

accelerate the pipeline)

IP Address Blocks(for more reach)

Email Contact ID Lists (for better

precision)

3rd Party IP Mapping Data

Onboarding of Email Addresses

Serve ABM Ads via RTB/DSP

How to Build and Launch ABM Ads

How to Build and Launch ABM Ads

Prioritize Your Account Lists

Factors to Consider:

1. Site visits: accounts with lower site visits may need urgent brand boost to their users. Accounts with higher site visits may indicate an active buying cycle.

2. Products/solutions: Sales may prioritize certain accounts as ripe for upsell/cross sell of specific solutions.

3. Industry specific needs: Accounts within a specific industry (e.g. financial services) may be in buying mode to solve regulatory challenges.

4. Pipeline acceleration: Sales may want to target late stage opps with case studies and ROI calculators in front of key players, to help close deals

Planning your ads (multiple creatives, sizes etc)

Identify what resonates with your audience by testing the following:

1. Multiple Ad Sizes [728 x 90, 160 x 600, 300 x 250]2. In-banner Form Ads vs Smart Banner Ads 3. Different Creatives & Offers/Offer Types

Test different ad sizes and A/B test multiple creatives within each ad size to refine the ads served and optimize campaign

performance.

In-Banner Form Ad [300 x 250]

300 x 250

728 x 90Smart Banner Ads

[Recommended to run in 3 sizes]

Media buying practices (IP-based ABM)

1. Cap number of users reached per account (mid-market, enterprise)2. Cap number of impressions/user (we recommend 15 ads/user/months)3. Cap total number of ads served across all accounts4. Buy media against IP address blocks

Plan reporting and metrics

1. Measure site visits by account pre- and post ABM program2. Measure ads served, engagement, conversions per account3. Collect any/all activity data (IP address of ads, publisher domains, org/geo of ads when served)4. Reports on new accounts reached by month / quarter, users reached (total, by account) and account coverage (targeted vs achieved)

Account-Based Advertising vs Other Outbound Marketing Programs

Outbound marketing via display is constantly evolving and includes the 6 current primary types:

1. Site Retargeting

2. Email Retargeting

3. CRM (or Direct Mail) Retargeting

4. Persona-based Retargeting

5. Predictive Retargeting

6. Account-Based Advertising (ABM)

Outbound Marketing

Programs & Benefits

Engagement

(Nurture)

In-BannerForm

Conversion

IncreaseSite Visits

OnsiteForm

Conversio

n

Reach Target

Accounts

Site Retargeting

Email Retargeting

CRM Retargeting

Persona-based

Retargeting

Predictive Retargeting

Account-Based

Advertising Primary Benefit Secondary Benefit Account-specific lists

N/A

ABM Analytics

Guidelines for ABM Analytics

Reporting for ABM Advertising Campaigns

Report on: -ads served -media spend -site visits -engagement by account

Measure, Learn & Optimize

For Sales - Measure, Learn & Optimize

Intro to Tools for Budgeting & Planning

Planning your account-based advertising campaign budget

Planning Your ABM Budget

Calculate budget & estimated ROI for a single or multiple campaigns

Account-Based (ABM) Advertising

Persona-based Ads (if using additional targeting data)

Click to Download Budget Modeler Now

Summary, Wrap-Up, & Questions?

Review of what we’ve covered, Q & A, and where to find helpful resources

Summary

During this webinar we covered:

I. A basic introduction to account-based marketing

II. An introduction to account-based (ABM) advertising, what it takes to build, launch and run a campaign

III. Two major types of account-based advertising campaigns and how they work

IV. Planning, building and launching ABM programs

V. ABM analytics and reporting

VI. Budgeting and deploying an ABM program

Resources

Guides • Marketo Ebook: Account-Based Marketing http://www.marketo.com/ebooks/account-based-marketing/

• The Complete Guide to Retargeting [2015 Edition]: http://www.kwanzoo.com/cms/lp/go/complete-guide-to-retargeting-download-a/

• The Business Case for Retargeting: http://www.kwanzoo.com/cms/lp/go/business-case-for-retargeting/

One Sheeters and Solution Sheets • Kwanzoo One Sheeter: http://kwanzoo.com/content/Kwanzoo_One_Sheeter.pdf

• Email Retargeting Solution Sheet: http://www.kwanzoo.com/content/Kwanzoo_Email_Retargeting_Solution_Sheet.pdf

• Account-Based Marketing Solution Sheet: http://www.kwanzoo.com/content/Kwanzoo_Account_Based_Marketing_Solution_Sheet.pdf

Questions?

For more information, please contact us:

• Phone: +1.408.216.7025

• Email: info@kwanzoo.com

• Website: www.kwanzoo.com

• Find us on Social Media: Follow us on Twitter - @kwanzoo and @iyermani Connect with us on LinkedIn

• https://www.linkedin.com/in/iyermani [Mani Iyer, CEO]

• https://www.linkedin.com/in/rlrocker [Rachel Rocker, Customer Success]

Access more resources (including past webinars) on SlideShare http://www.slideshare.net/kwanzoo

Visit Our Website

Appendix

Additional resources on account-based marketing tactics, planning and more.

Financial SAP Users High Schools Your CustomizedNamed Account List

• Mid-West Target Accounts

• Top 50 Retail Accounts

• Key Enterprise Accounts

• Existing Customers

• Prospects using Specific Technology

Identify your Target Accounts

ABM = Focus = Better Resource Utilization = Results

• Identifying high value, target accounts

• Engaging them in every channel

• Analyzing results and optimizing engagements

Generating more qualified leads

Driving attributed revenue

Account-Based Marketing (ABM)

Page 36Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023

Full Funnel Account-Based Marketing

Google Remarketing

Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 04/15/2023

Google Remarketing

Marketo (Ads)

HigherEd

B2B: Enterprise

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Lead MGMT for EnterpriseGenerate New Customers.Step-by-Step Guide to Nurture LeadsMarketo.com

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