With Account-based Marketing on the rise, it’s crucial to revisit the fact that as an idea and practice, ABM is not new. However, the deployment practices have greatly evolved to mirror the need for highly-targeted, quality lead generation. It’s not enough to merely target a list anymore. You need to also speak with personalization and assess buyer intent. How in the world are you supposed to do this with third-party data? As a marketer always on the hunt for innovative strategies to deliver top-notch leads, you’re doing yourself and your company a disservice by not exploring ABM methods apart from traditional CPM models.

When it comes to marketing with personalization and buyer intent on the mind, NetLine’s SVP of Audience and Product, David Fortino brings another perspective to ABM strategy. Put simply, a performance-based model that thrives on directly answering a user’s pain-point is the focus. Through content syndication, personalization and buyer intent have an opportunity to be at the forefront of ABM lead generation, rather than missing from the equation. Leveraging first-party data takes the guess work out of reaching intent-based prospects.

Feeding off the innovative energy of B2BMX, David sat down with Bob Samuels, the Founder of TechConnectr, to delve into how changes in the industry are forcing a reevaluation of ABM strategies, uncovering tactical approaches for marketing with the buyer’s lens in mind. Shining a light on the underacknowledged concept that targeting a single account equates to targeting a variety of stakeholders in that account who are influencing the decision, this truth begs the need for sophistication regarding ABM deployment. And spoiler alert: the solution is already out there.

If you want a high-five from the sales team for bringing in highly-targeted, quality leads, dive into this interview.

Being that only 0.04%¹ of professionals will click on your CPM ads, your CFO will also give you a high-five for no longer tossing 99.96% of your budget down the drain.

Highlights from the Transcript:

Insights into the Industry and Trends

[DF] “We typically are processing around eight hundred thousand gated asset leads per month, many of them are ABM specific…there’s typically about 8,000 assets live on the platform at any given time representing hundreds of different vendors all around the world, different industries and so on. So, we’re in the unique position to have a ton of observations around what works, what doesn’t work, who’s creative and who’s falling behind.”

ABM with Personalization and Buyer Intent

[DF] “We playfully made everybody wear NetLine branded sunglasses in our session yesterday to get people to quickly come up to speed that they need to be thinking about things through their own buyer’s lens versus their own. It’s a very simple idea but one that sadly gets ignored or diluted by the time campaigns get executed. And that’s a challenge that I’d raise to most marketers is constantly remind yourself to think of yourself as if I am the buyer, if I am the prospect: How am I going to feel, what are my emotions connected to this asset, what resonates with me with this landing page, why would I perhaps want to reach out and ask for a demo, or learn more, or download this piece of content or watch your 45-minute webinar? Those are all big asks of people.”

[DF] “The reality of it is many times ABM campaigns, because of the very definition, tend to be very large organizations. And those large organizations also have very large teams for obvious reasons. When you’re delivered a list of three to five contacts saying that this is potentially the people doing it, all it’s saying that instead of it’s a needle in a haystack, there are needles in the haystack.

You still need to figure out who to contact and what’s the approach. Is it helpful to know that they are actively researching around a given topic? Yes. But as I was breaking down in my session yesterday, that’s all third-party data. To me, the biggest fallacy of that value prop of those being leads is that those users never knowingly took part of that process.”

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[1] Average display advertising clickthrough rates | Smart Insights