Create account-based advertisements to improve campaigns and drive sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 09, 2020, 2:31 AM UTC

B2B content syndication of websites, blogs and social media can help brands promote their content for account-based marketing.

This piece suggests that marketers employ account-based advertising to hyper-target and hyper-personalise digital marketing campaigns around accounts they wish to engage and convert. Consider implementing programmatic platforms to target search devices and leverage LinkedIn to deliver content to specific prospects.

B2B businesses must research decision-maker units (DMUs) of the targeted accounts and create relevant and personalised content addressing their pain points and challenges. Creating empathetic messages focused on prospects' problems can help marketers build rapport with the accounts. 

To customise messages by industry vertical or sales, use “one-to-few” programs and review advertising channels to add more personalisation like first name, last name, and company name. Analysing first-party data can help brands gain insights into searcher’s intent and create account-based ads with relevant keywords.

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