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
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
The account based ads model
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Account based ads
ICP
Ad Spend
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Benefits of account based advertising
• More effective spend
• Better segmentation
• Crisper messaging
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Bennies
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3 easy steps to ABA
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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?
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #2: Don’t do it by itself
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Tip 2
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #4: Measurement is Key
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Tip 4
Set up cohorts &
Report at the Account Level
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip 4 continued – Measure all web activity
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Tip 4 (cont.)
Anonymous + Known
Account-Level Reporting
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #5: Keep it Simple
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Tip 5
Let’s take a look at an example
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Our Tool Selection: ListenLoop vs. Terminus
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The tool of the trade
ListenLoop Terminus
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Some Examples of Ads
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Did it work?
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Engagio’s ABA analysis
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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
Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
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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