Account based marketing is one B2B marketing approach that turns the well-worn inbound marketing funnel on its head. It’s a fundamentally different process from what many B2B marketers do—and that means it requires an entirely different strategy and set of tools.
In our experience working with hundreds of marketers who do ABM, we’ve seen a couple of key issues that get in the way of successful ABM strategy:
- They don’t have a solution for tracking the behavior of target accounts.
- They struggle to make traditional marketing techniques work for them.
Those are big challenges for most of the companies using ABM, so we addressed them on our blog.
We’re admittedly a little biased here, but there’s no denying that visitor identification software can seriously change the game for marketers using ABM. Lack of insight into target accounts and performance is one of the biggest limitations facing ABM campaigns—and we’ve seen a lot of marketers disappointed with their results because of it.
Visitor identification can change that, enabling you to:
- Uncover and better understand your target accounts.
- Better target your social media and display ads to accounts, rather than individuals.
- Assess the performance of your ABM campaigns.
- Create better alignment between marketing and sales.
Our article, The Missing Link to Your Account Based Marketing Strategy: Knowing Which Companies Are on Your Site, explains the best ways to use visitor identification to supercharge your ABM efforts.
Account based Ad retargeting for B2B
Retargeting ads are a tried-and-true, remarkably effective marketing tactic. But, the traditional way of approaching remarketing ads simply doesn’t work for B2B companies. Typically, when it interacts with your digital marketing presence (landing pages, webinars, case studies, email newsletters, etc.) in some way, retargeting software drops a cookie onto that individual’s IP address and targets your email data ads to them across the web.
That doesn’t work for B2B digital marketing because you aren’t targeting an individual—you’re targeting an entire account.
To remedy that, our post on Traditional Remarketing Fails B2B Marketers – Account Based Retargeting is the Answer explains how you can use Leadfeeder together with our friends over at Metadata.io to retarget ads to an entire account (including account based ads on LinkedIn and other social media platforms).
Take your B2B marketing to the next level
B2B marketing (and digital marketing, more broadly) changes every day, and there’s always a next level for even the most advanced B2B marketers. By honing in on the next step for your B2B marketing journey—and learning from the guides above—you can continue to drive better results for your company.
Note: Want to generate more B2B leads from your website? Sign benefits of updating old phone number data up and try Leadfeeder free for 14 days to see the companies that visit your website, which pages they look at, and more.
B2B marketing FAQs
How can you track ROI for B2B marketing?
The three most important KPIs to track to measure B2B china leads marketing performance are marketing qualified leads (MQLs), lead quality, and revenue contributed.
Measuring MQLs allows you to identify which companies your marketing campaigns are reaching, nurturing, and sending to your website, while lead quality helps to assess whether these companies will convert to customers. At the end of the conversion path, you will need a marketing attribution model to measure how all your B2B marketing efforts contribute to revenue.