Account-based marketing (ABM) is a strategic approach to business marketing that focuses efforts on a defined set of key target companies within a market. Many business-to-business (B2B) marketers will cast a wide net with their targeting efforts in hopes of reaching as many companies in their market as possible, but results have shown that this approach often falls short on generating new clients.
Today, effective B2B marketers are employing account-based marketing strategies and tactics across multiple channels, including digital advertising, to identify, target, and convert customers within their market. Through the use of technology, these marketers are able to capitalize on more robust data sets to indicate the current needs and purchase intent of target companies.
These types of indicators, combined with firmographic and demographic company data, allow marketers to focus their efforts on highly qualified, engaged target audiences and increase personalization within their campaigns to ultimately result in higher conversion rates and greater return on their advertising spend.
Next, we’ll discuss how you can leverage Choozle and its technology partners to set up highly targeted, effective account-based advertising campaigns.
Leveraging Choozle for account-based marketing tactics
Using your first-party data
Uploading CRM lists
Choozle’s CRM matching is an automated feature that allows advertisers to upload a list of known records from their own databases like their customer relationship management (CRM) or marketing automation platforms. CRM uploading will match on several identifiers including email addresses, phone numbers, or postal address and first and last name. These lists will then go through an extensive matching process to provide audience insights and targetable consumer profiles on desktop, mobile, and CTV devices.
Uploading IP addresses
Similar to our CRM uploading capabilities, Choozle allows for users to utilize their own first-party data in the form of IP addresses. If you have researched or used a vendor to determine a list of IP address ranges for your target companies, these lists can also be uploaded and targeted across multiple device types.
Using third-party data
By leveraging Choozle’s partnerships with industry-leading B2B data providers, marketers can build highly-specific audience segments to target within their account-based marketing campaign using some of the key tactics below:
Choozle users can provide a list of company domains to upload and use as targetable audiences within their campaigns.
Firmographic & demographic
In addition to uploading a list of company domains, users can also prospect target companies and hone in on the right stakeholders at these companies by selecting from a series of firmographic and demographic characteristics and data points. These characteristics include:
- Functional Areas
- Professional Group
- Company Revenue
- Company Size
Users have the ability to build audiences based on the current level of purchasing intent for a particular product or service. Intent data is generated by collecting aggregated content consumption activity and business users’ web behavior across millions of unique company domains across the internet.
Users can select from over six thousand different product and service offerings of which companies and business prospects have indicated recent purchase intent.
Install data allows users to build audiences based on what software, hardware, and technologies businesses have installed and deployed within their company. Install data can be used to identify in-market companies based on their current technology stacks, conquest competitive technologies, and upsell current customers.
Manufacturing data can be used to build audiences of manufacturers of all sizes for over 60 different product categories. Using manufacturing segments, users can reach an influential audience of professionals working in the various segments of the U.S. manufacturing and industrial sector.