How to Amp up ABM with Digital Ads.
While display advertising may seem like a method of mass marketing and reaching larger audiences, it also has plenty of benefits for ABM. Once prospects engage with a campaign landing page on your website, for example, you can serve them targeted, dynamic display ads across other sites they visit. This could be just the boost prospects need to explore more relevant content, products, and offers. Plus, engagement with these digital ads can give sales teams a trigger to follow up at just the right time.
Here are some ways that display advertising can enhance your ABM strategy:
Create a content map for your target accounts to take them through a journey based on their interests and needs.
Use variable ads to deliver targeted messaging to each account.
Display different ads based on what users of your key accounts have engaged with.
Work with sales for targeted follow-up of key accounts as they engage with ads.