When it comes to B2B marketing digital channels, for B2B lead gen, account-based marketing or demand gen, getting your product or service in front of your target audience is half the battle. Individuals engage with content differently based upon who they are, where they are in the sales funnel, and which channels they visit most often. Not to mention the other industry competitors and varying campaign costs…
The ABM Agency has the tools and knowledge to expertly navigate all account-based marketing channels—from awareness through evaluation. We find your target audience exactly where they’ll engage and then interact with them in a way that perfectly aligns with their particular position within the sales funnel.
At the end of the day, the goal is to provide your sales team with the most qualified opportunities—and ensure they know the “who, what, where, and when” of a target’s movement. This is done by using a true omni-channel approach to ABM digital channels.
Read on to learn more about the channels The ABM Agency uses to bring your B2B marketing campaign full-circle—ensuring all paid digital channels fit together, and most importantly, work together.
1. SEO for ABM
SEO has a huge place in B2B marketing, but most account-based marketing efforts leave it out. That doesn’t make sense. SEO drives extremely high-quality traffic; in terms of conversion rate, organic search is the absolute leader. The key to optimizing this channel is getting in front of a buying committee at the very beginning—when they’re just starting their research.
2. Paid Search for ABM
Paid search and SEO go hand in hand—working together to win in the awareness and evaluation stages of the sales funnel. Paid search gives you complete control over visibility on the paid section of Google & Bing while providing high-level traffic from search queries. Using a combination of Google Analytics, Paid Search, intent data, and our reverse-IP lookup software, our paid search team produces a wealth of information valuable to both sales and marketing teams.
3. Content Marketing
Content marketing is about telling a story and telling it effectively, making it incredibly impactful at the awareness stage of the sales funnel. Here, it provides value and educational material for accounts actively searching for a solution similar to yours. While there are a lot of different ways to do content marketing, the key to ABM success is having creative assets ready for execution—and tailoring each one by each stage of the funnel. The way The ABM Agency does content marketing allows for complete synergy with programmatic; we’re able to target with the same components of an audience in both, creating an accurate feedback loop to nurture specific accounts as they engage in either channel.
4. Programmatic Advertising for ABM
Most B2B marketers are familiar with programmatic or display advertising due to its unmatched ability to target. This is incredibly useful in ABM, as you can granularly target by a specific organization/company or job title and serve only the ads most relevant to them. Further down the funnel, you can also target the company itself. With programmatic advertising, reporting capabilities are extremely useful in telling a more complete story about a target account’s journey.
5. Paid Social for ABM
Paid social, primarily focused on LinkedIn for account-based marketing purposes, serves content as an extension of programmatic display networks. While a smaller channel in the overall ABM strategy, it helps to build a true full-funnel approach to B2B marketing. Facebook and Instagram, which remain power players in some paid social circles, are far less important than LinkedIn when it comes it B2B marketing.
6. Lead Nurture and Marketing Automation
Marketing automation is a cornerstone within an ABM strategy, and it has three key functions: 1) tracks individual moments of engagement within your marketing, 2) leverages engagement data to help fuel the customer or account’s journey, and 3) provides full visibility of your marketing efforts’ effects on your company’s bottom lines. In B2B marketing and particularly ABM, this is where personalized messaging is vital—marketing automation can incorporate an account’s logo or name into a piece of content and simultaneously give you the ability to evaluate an account’s process within your pages, content, or email messaging.
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