account based advertising workshop - storm ventures

ACCOUNT BASED ADVERTISING WORKSHOPCharlie Liang, Engagio

July 28, 2017

Charlie Liang

Director of Marketing

Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio

The old way of doing ads

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Ads before account based

ICP Ad Spend

Waste


The account based ads model

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Account based ads

ICP

Ad Spend


Benefits of account based advertising

• More effective spend

• Better segmentation

• Crisper messaging

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Bennies

Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio 6

3 easy steps to ABA


How does it work? 3 Filter Levels

• IP Address (base) – Ensuring our targeting is specific only to a set group of IP addresses

• Geo-Targeting (second layer) – Literally, a fenced-in approach where we only engage individuals within our target-group located in a certain area.

• People (final layer)– Title and interest specific targeting to ensure only those decision makers will see (repetitively) our marketing messages. Management, technicians, IT, etc.

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3 levels of targeting


But it’s pricey compared to retargeting!

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CPM for ABA

Average CPM = $24.22

Average Retargeting CPM = $4.27

5.6x more $$

So, how do you make it work?


Tip #1: Have an End Goal in Mind

Known

Aware

Engaged

Opportunity

Selected Vendor

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Tip 1

Window of opportunity

Most Effective ABA Window


Tip #2: Don’t do it by itself

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Tip 2


Tip #3: Only use on top tier target accounts

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Tip 3

Tier 1

Tier 2

Tier 3

Better ROI

OK ROI

Lower ROI


Tip #4: Measurement is Key

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Tip 4

Set up cohorts &

Report at the Account Level


Tip 4 continued – Measure all web activity

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Tip 4 (cont.)

Anonymous + Known

Account-Level Reporting


Tip #5: Keep it Simple

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Tip 5

Let’s take a look at an example


Our Tool Selection: ListenLoop vs. Terminus

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The tool of the trade

ListenLoop Terminus


Engagio Integrated ABM Play

• Pre: Ads for Awareness

• Day 0: Package sent + Email

• Day 2: Package delivered + Email

• Day 4: Phone call

• Day 6: Phone call

• Day 7: Phone call + LVM + Email

• Day 10: Email from Jon cc’ing play

• Day 11: LinkedIn InMail from Jon

• Day 13: Email

• Day 15+ FU’s to other personas

Goal: get an introductory

meeting with target account


Some Examples of Ads


Did it work?

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Engagio’s ABA analysis


Integrated ABM: Results to Date

350 276 74 34 1Mtgs Opps Deal(so far)

AwarePkgs

21%

Meeting Rates

Books only: 34%

Ads and Kindle: 21%

Ads and Books: 20%

Kindle only: 18%

Not significant

Web Traffic Visitors

Ads +43% +47%

No Ads +22% +8%

Directionally meaningful but not significant

25.0x pipeline to spend


Bonus: LinkedIn ABM Ads Results

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Engagio’s ABA analysis

Test period from Oct 2016 to Jun 2017

Spend

$20,513

Conversions

802

Spend

$7,125

Conversions

73

ABMDemand Gen

CPA

$25.57

CPA

$97.6


Key Takeaways

• ABM ads are good, but only to great accounts

• It’s a big line item. Have the right reporting in place to concretely prove ROI

• ABM ads are better for top of funnel awareness, than converting. Use retargeting for cheaper downfunnel ads

• Test, test and test some more

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Summary

Charlie Liang

Director of Marketing

linkedin.com/in/charliecliang

@CharlieCLiang

Thanks!

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