The Solution: Combining the Power of Account Based Marketing with Retargeting
Posted: Tue Dec 03, 2024 7:14 am
This is where Account Based Marketing comes into play. This is a marketing strategy that involves preparing a list of perfectly targeted companies in advance, to specifically carry out marketing actions on them.
While traditional marketing is a bit like trawling, Account Based Marketing is like spear fishing: the objective is clear and visible and you act to “catch” it.
In the case of trawling (traditional marketing) the budget is directed towards the georgia phone number library anonymous and indistinct mass (except for some basic characteristics) and the phase of refining and checking the quality of the harvest is done later.
Research has shown that most B2B marketers report a higher ROI with ABM than with traditional marketing activities. This is because the budget is spent in a targeted way and it is also easier to track the effectiveness or otherwise of the investment. In fact, starting from the list of companies defined initially, after some time, it is possible to clearly understand whether the marketing actions have had an impact on sales.
We have seen the effectiveness of retargeting and Account Based Marketing: why not combine the two approaches? Let's see how.
Anonymous tracking
Thanks to anonymous tracking software ( such as Lead Champion discover ) it is possible to identify targeted companies that are browsing your website. These are therefore potential customers who are proactively showing purchasing interest: an invaluable treasure. So why not do targeted retargeting to these users or better to say to these companies?
In this way we will also solve the two previously seen problems of retargeting applied to B2B, namely:
The fact that it does not exclude private visitors, i.e. non-companies.
We solve this by identifying the companies and in particular those targeted with respect to the ideal customer.
In the case of companies, it does not allow you to filter only those in target
Anonymous tracking and remarketing: how it works technically (in brief)
Through Lead Champion discover you can create a remarketing segment by indicating the characteristics of your ideal customer as in the following screenshot:
As you can see, the company characteristics are those that allow you to best profile the B2B target: turnover, number of employees, product category and geolocation.
At this point, you need to configure the custom event to define, when a targeted visitor visits the site, which parameters to pass to the advertising network on which we have decided to do remarketing.
Since in this case we are talking about Facebook, you will need to have integrated the Facebook Pixel on your site. Then you will need to perform the following two steps:
Creating a custom event with the same name as set in the remarketing Discover segment
Creating a custom audience based on event attendance in the previous point
This way, every time a visitor from a targeted company visits your site, they can be retargeted to increase the success of your lead generation.
Personalized content
The interesting aspect of this approach is being able to make different remarketing segments for the different stages of the funnel and for different products and services in which the potential customer has shown interest.
While traditional marketing is a bit like trawling, Account Based Marketing is like spear fishing: the objective is clear and visible and you act to “catch” it.
In the case of trawling (traditional marketing) the budget is directed towards the georgia phone number library anonymous and indistinct mass (except for some basic characteristics) and the phase of refining and checking the quality of the harvest is done later.
Research has shown that most B2B marketers report a higher ROI with ABM than with traditional marketing activities. This is because the budget is spent in a targeted way and it is also easier to track the effectiveness or otherwise of the investment. In fact, starting from the list of companies defined initially, after some time, it is possible to clearly understand whether the marketing actions have had an impact on sales.
We have seen the effectiveness of retargeting and Account Based Marketing: why not combine the two approaches? Let's see how.
Anonymous tracking
Thanks to anonymous tracking software ( such as Lead Champion discover ) it is possible to identify targeted companies that are browsing your website. These are therefore potential customers who are proactively showing purchasing interest: an invaluable treasure. So why not do targeted retargeting to these users or better to say to these companies?
In this way we will also solve the two previously seen problems of retargeting applied to B2B, namely:
The fact that it does not exclude private visitors, i.e. non-companies.
We solve this by identifying the companies and in particular those targeted with respect to the ideal customer.
In the case of companies, it does not allow you to filter only those in target
Anonymous tracking and remarketing: how it works technically (in brief)
Through Lead Champion discover you can create a remarketing segment by indicating the characteristics of your ideal customer as in the following screenshot:
As you can see, the company characteristics are those that allow you to best profile the B2B target: turnover, number of employees, product category and geolocation.
At this point, you need to configure the custom event to define, when a targeted visitor visits the site, which parameters to pass to the advertising network on which we have decided to do remarketing.
Since in this case we are talking about Facebook, you will need to have integrated the Facebook Pixel on your site. Then you will need to perform the following two steps:
Creating a custom event with the same name as set in the remarketing Discover segment
Creating a custom audience based on event attendance in the previous point
This way, every time a visitor from a targeted company visits your site, they can be retargeted to increase the success of your lead generation.
Personalized content
The interesting aspect of this approach is being able to make different remarketing segments for the different stages of the funnel and for different products and services in which the potential customer has shown interest.