In today’s digital age, where the competition for consumers’ attention is fiercer than ever, marketers must adopt innovative strategies to reach their target audience effectively. Account-Based Marketing (ABM) is a highly targeted approach that focuses on engaging specific individuals at specific accounts or companies rather than reaching a broader audience. Within the realm of ABM, the utilization of Programmatic ad buying can make your strategy stand out above the rest.
Understanding Programmatic Advertising
Programmatic advertising shakes up the traditional ad buying process by leveraging automated technology and algorithmic tools. Instead of relying on manual negotiations and traditional ad buys, programmatic utilizes data-driven insights to optimize ad placements in real-time.
Beyond Digital Display
One of the key advantages of programmatic advertising is its versatility in ad placement. While it’s often associated with display ads, programmatic can extend far beyond banner ads. It encompasses placements across various channels such as Connected TV (CTV), YouTube, and more. This expanded reach allows businesses to engage with their target audience across multiple touchpoints, maximizing exposure and engagement.
Targeting Precision
One of the most powerful features of programmatic advertising is its robust targeting capabilities. Whether it’s based on industry codes (NAICS), geographical location, job titles, keywords, or lookalike audiences, programmatic offers unparalleled precision in reaching the right audience at the right time. By leveraging programmatic’s algorithmic tools, businesses can extend their reach to unknown prospects within their ideal customer profile (ICP), thus expanding and enhancing the effectiveness of their marketing program.
Benefits of Integrating Programmatic Ad Buys Into Your ABM Program
While programmatic advertising is often associated with top-of-funnel objectives, its utility extends beyond brand building and awareness. Marketers should capitalize on the behavioral insights and ABM list expansion aspects of programmatic.
Behavioral Insights. The analytics and reporting provided by programmatic platforms offer insights into prospect behavior and engagement.
- For example, marketers can create customized remarketing experiences based on user interests and engagement patterns.
- This personalized approach not only improves the efficacy of remarketing efforts, but also enhances the overall customer experience and improves brand perception.
List Expansion. Programmatic ad buys allow marketers to identify new high-value accounts and new individual decision-makers that have interacted with ads.
- This data should be leveraged to expand ABM Target Account Lists (TAM).
- These new contacts should also be added to personalized remarketing campaigns and email nurture programs, thereby growing lead generation efforts and improving conversion rates.
Fuel ABM Growth With Programmatic Insights
Programmatic advertising presents a unique opportunity for B2B marketers to enhance their ABM strategy. By leveraging its automated technology, precise targeting capabilities, and insightful analytics, businesses can effectively engage with their target accounts, expand Target Account Lists, drive conversions, and ultimately, achieve greater marketing success in today’s competitive marketplace.
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Alexis Bossous is a Paid Media Manager at Avid Demand. She has experience managing successful campaigns across nearly all ad channels. Alexis also specializes in paid media landing pages and Conversion Rate Optimization (CRO).