1) The document provides best practices for account-based advertising, including focusing ads on the ideal customer profile using technology to identify and advertise to them appropriately, prioritizing ad dollars to the buying committee based on intent, and focusing on metrics like lift and engagement to see if more target accounts are visiting the site. 2) It emphasizes the importance of customizing creative and messages to different stages of the buyer journey, ensuring budgets are allocated based on account prioritization and strategy, and placing ads in a premium brand-safe business-to-business environment. 3) A case study example highlights how Coupa was able to create opportunities at 29% of targeted accounts using Demandbase to integrate engagement and intent data

1. Account-Based Advertising Best
Practices
Gareth Noonan, GM Advertising

2. © 2021 Demandbase |
Efficacy: Focus on advertising to the right ICP
Focus on advertising to your Ideal Customer Profile using technology that can identify and
appropriately advertise to them.
2
Qualification Score helps you
identify accounts that could
ever become a customer
based on criteria like intent
and firmographics.
True B2B AccountID selects
the best identification for
each account based on input
from proprietary and
traditional methods.
Identify ICP Account Identification

3. © 2021 Demandbase |
How programmatic B2B ads should work
Prioritize ad dollars to the buying committee based on intent.
3
Create keyword sets that
represent topics your buyers
are researching as they enter
a buying cycle.
Intent Monitoring.
Demandbase will track
real-time intent and score
each employee within
accounts.
Ad Bid Optimization.
Automatic adjustments to
bidding based on the
employee’s engagement.
Step 1 Step 2 Step 3

4. © 2021 Demandbase |
Amplitude: Focus on concepts like Lift & Engagement
Are you seeing more target accounts on-site after your campaigns are in market and seeing more users
from those target accounts?
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Of the Total # of Accounts Being Targeted:
● Lift: Percentage of accounts that have more engagement during the campaign compared to the baseline period of 30 days prior to that
● Engaged: An account from which individuals carried out 3 or more sessions during a rolling 30-day look-back period
● Reached: Percentage of accounts who have been served an ad/impression
● Visited: Percentage of accounts who have visited the website during the campaign
● Clicked: Percentage of accounts who have a person who clicked on an ad

5. © 2021 Demandbase |
Best practices in planning your campaigns
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Some questions to consider….
05
04
03
02 What
Where
Why
How
What's the message, how are you approaching creative?
Advertisers really need to be very aware of the environments their
brand will appear in.
What's the objective for a given campaign?
How much budget are you allocating to a campaign, to an
account list, to each account?
Who What's your ICP and does your target account list tightly align?
01

6. © 2021 Demandbase |
Ensure your advertising budgets are aligned to your accounts
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The right B2B advertising solution helps prevent one large account from using all of
your spend and impressions.
Optimizing within accounts
▪ Bid prioritization for
high-intent individuals
▪ Real-time updates with fresh
intent signals
ACCOUNT 1
ACCOUNT 2
ACCOUNT 3
Optimizing across accounts
▪ Balance delivery to avoid
over-spend on largest
companies
▪ Shift budget toward
accounts requiring more
nurture toward engagement
$
$
$

7. © 2020 Demandbase
|
Customize creative to the Buyer Journey stage
Are you using the right message at the right time?
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Awareness
Engaged
MQA
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified

8. © 2021 Demandbase |
Brand safe B2B environment
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Programmatic B2B needs to run on a premium sitelist with a clear B2B focus

9. © 2021 Demandbase | 9
Know the objective of your campaign
1:FEW
AE TOP ACCTS
Demandbase ICP
1:1
Strategic
1:MANY
DB4K
The strength of programmatic B2B is to generate awareness in the TOF context, and surround and nurture
accounts lower in the funnel

10. © 2021 Demandbase | 10
Ensure your budget is allocated based on your strategy
Account Prioritization
Awareness
Engaged
MQA
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified
Content by Journey
Set clear expectations for how to budget for each account and account list

11. Coupa Creates Opps at 29% of Target Accounts
Problem
When Coupa began building an
ABM program, it quickly realized
the need for both first-party and
third-party data to gain an
accurate understanding of what
was happening at target
accounts. The data needed to
be account-based, easy to view
and understand, and highly
actionable.
Results
• With DB1, only needs to
enable Sales on one solution
• Created opportunities at
29% of targeted accounts
• A full third of all ADR/SDR
opportunities are fueled by
Demandbase ABM
Why Coupa Chose Demandbase
• Best B2B advertising, intent data,
personalization, ability to match leads
to accounts, highly customizable
account journey, first-party
engagement reporting, and
Demandbase ABM Certification
• Married Engagement Minutes and
Demandbase intent with Ideal
Customer Profile (ICP) scores for a
comprehensive view of which accounts
are more likely to buy
“Demandbase One gives us a comprehensive solution for our ABM strategy and is a game-changer, not just for ABM, but for the
broader B2B marketing technology industry.” — Chandar Pattabhiram, CMO Coupa

12. © 2021 Demandbase |
Unisys Case Study
Challenge
• Unisys is a company of 17,000 people, but its ad team is a
one-woman show run by Kate Coppola. Kate was looking for a
more flexible way to create and manage ad campaigns.
Solution
• Self-Serve Targeting allowed Kate to do things on her own, so
that she could create campaigns whenever she needed them
(such as on the 4th of July) and easily edit her ad audiences
each quarter.
Results
• 26% increase in page views onsite
• Over 3.9mm impressions served
• 220 new accounts onsite
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“I really value having more
visibility into the campaigns
that are running, and just
having more control over them.
I mean, I always have control
over our campaigns, but just
being able to do it myself and
not having to explain what we
wanna do and why we want to
do it is nice.”
Kate Coppola, Senior Manager,
Brand and Digital Marketing

13. © 2021 Demandbase |
Thank You
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You’re the best!