The document discusses account based advertising (ABA) and provides tips for making it an effective marketing strategy. It summarizes Charlie Liang's presentation on ABA, including how ABA works by targeting specific accounts through multiple filtering layers. Some key benefits of ABA are more effective spending, better segmentation, and crisper messaging. However, ABA is more expensive than retargeting. The tips provided to make ABA effective include having a clear end goal, combining it with other tactics, only using it on top tier accounts, measuring results at the account level, keeping campaigns simple, and extensively testing strategies. An example ABA campaign integration is described and results from Engagio's ABA efforts are shared.

1. ACCOUNT BASED ADVERTISING
WORKSHOP
Charlie Liang, Engagio
July 28, 2017

2. Charlie Liang
Director of Marketing

3. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
The old way of doing ads
3
Ads before account based
ICP Ad Spend
Waste

4. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
The account based ads model
4
Account based ads
ICP
Ad Spend

5. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Benefits of account based advertising
• More effective spend
• Better segmentation
• Crisper messaging
5
Bennies

6. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio 6
3 easy steps to ABA

7. 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.
7
3 levels of targeting

8. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
But it’s pricey compared to retargeting!
8
CPM for ABA
Average CPM = $24.22
Average Retargeting CPM = $4.27
5.6x more $$

9. So, how do you make it work?

10. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #1: Have an End Goal in Mind
Known
Aware
Engaged
Opportunity
Selected
Vendor
10
Tip 1
Window of opportunity
Most Effective ABA Window

11. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #2: Don’t do it by itself
11
Tip 2

12. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #3: Only use on top tier target accounts
12
Tip 3
Tier 1
Tier 2
Tier 3
Better ROI
OK ROI
Lower ROI

13. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #4: Measurement is Key
13
Tip 4
Set up cohorts &
Report at the Account Level

14. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip 4 continued – Measure all web activity
14
Tip 4 (cont.)
Anonymous + Known
Account-Level Reporting

15. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Tip #5: Keep it Simple
15
Tip 5

16. Let’s take a look at an
example

17. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Our Tool Selection: ListenLoop vs. Terminus
17
The tool of the trade
ListenLoop Terminus

18. 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

19. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Some Examples of Ads

20. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Did it work?
20
Engagio’s ABA analysis

21. 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

22. Copyright ©2017, Engagio Inc. @CharlieCLiang @Engagio
Bonus: LinkedIn ABM Ads Results
22
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

23. 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
23
Summary

24. Charlie Liang
Director of Marketing
linkedin.com/in/charliecliang
@CharlieCLiang
Thanks!
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