Digital advertising has gone from beyond keywords and placement. Today’s successful digital B2B marketers are identifying high intent accounts, putting personalized ads in front of those accounts, and continuing to measure their engagement with sales. So how do you actually adopt this account-based advertising approach? Watch now.

1. 3 Easy Ways to Smash Your Pipeline
Goals with Targeted Advertising
Jennifer Hughes, Director of Digital Marketing
Moira van den Akker, Sr. Manager of Demand Gen

2. © 2021 Demandbase |
✓ Why Targeted Ads?
✓ The Right Accounts
✓ The Right People
✓ The Right Message
✓ Takeaways to Get You Started
2
Agenda

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1. Where are you in your account-based advertising journey?
a. I haven’t started yet but want to learn more.
b. I’ve started but could use some guidance on next steps and improvement.
c. I’m well into the journey and want to continue to optimize and scale in new and better ways.
d. Other (you can put your answer in the Q&A chat!)
Participant Poll: Account-Based Advertising
3

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© 2021 Demandbase |
WHY B2B MARKETERS
<3 TARGETED ADS
4
✔ Focus
Prioritizing the accounts that matter
✔ Account Penetration
Influencing the full buying committee
✔ Alignment
Marketing and Sales partnership
✔ Measurement
Advertising’s impact on pipeline & revenue

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… is everything in B2B
Precise Targeting
5
Consumer
campaign
B2B
campaign
Qualified accounts and buying committees
Core target demographic / behavioral profile
General population – Less likely to purchase
General population – Cannot purchase
B2B
campaign

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What Does it Look Like?
The Right People The Right Message
6
1:FEW
AE TOP ACCTS
Demandbase ICP
1:1
Strategic
1:MANY
DB4K
The Right Account
Learn More
COMPANY, EVER
WONDER WHAT
IT’S LIKE TO SIT
ON A CLOUD?

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1. What have been the biggest challenges along the way?
a. I don’t have the resources or support to fully commit to account-based advertising.
b. I don’t know how to find which accounts or people are the right ones to target.
c. I am not sure what success looks like or if it’s worth the extra effort
d. Other (you can put your answer in the Q&A chat!)
Participant Poll: Ad Challenges
7

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Reason #1 Marketers Wait to Use Targeted Advertising
8
I don’t have the resources
for a new ABM program.
I don’t have budget for a
new headcount to dedicate
to the running of account-
based advertising
campaigns. I can’t
dramatically increase my
media spend across all
channels
No ABM Slush Fund? No Problem.
Start with Templatizing the Three Ingredient
Strategy
• Right Accounts, Right Content, Right
Time
• Pilot Programs are our friends
• Account-Based → No Wasted Spend
• Align what success looks like from the
start → You cannot improve what you
cannot measure.

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Reason #2 Marketers Wait to Use Targeted Advertising
9
I am already marketing to a
list of accounts.
I already have traditional
marketing coverage in place
for a list of accounts based on
company size, revenue, and
industry. Isn’t that enough?
One Big Catch-All TAL? No Problem.
Start with the Simplest Segmentation
• Segment in just one way that informs
the content/messaging
• Which accounts are most important to
Sales? Separate those out and spend
more per account.
• Align with Reps on prioritization
methods and include that data in
reports or other actionable items

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Reason #3 Marketers Wait to Use Targeted Advertising
I don’t have buy-in across
Sales and Marketing.
Not everyone in the org is as
in-the-know or excited about
targeted advertising as I am.
It’s too daunting to take on
convincing the whole org
and also doing my job.
10
No Buy-In? No Problem.
Start with One Sales Rep
• Goal: Unstick or accelerate accts in an
opp with a highly targeted campaign
• Reqts: Shared pain point/messaging
& key contacts/decision makers
• Result: Wins mean → Word spreads
quickly!

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The Right Accounts
11

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Poll: Do you Already Have a Target Account List (TAL)?
1. No, we have not defined and agreed on a list
2. Yes but not agreed upon between marketing and sales
3. Yes, we have a TAL but it’s new
4. Yes, we’ve always had a TAL

13. Right Account

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Account Lists &
Audiences in
Demandbase One
• Consistency in messaging
& content across channels
• Scalability
• Agility when needed
• Ease of reporting
Building & segmenting
where the data and
insights live ensures:

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The Right People
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Poll: What’s your biggest challenge in reaching
the right people at your target accounts?
- No target account strategy
- No defined target personas
- No method of targeting at person level
- Dirty data (outdated or gaps in database)
- Other (comment in the chat!)
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Reach the Right People Within Your Target Accounts
1. Leverage Intent-Based Ads
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Go Beyond Account Targeting: 2 Easy Ways to Get to the Right People
2. Build Strategic Audiences

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Reach the Buying Committee with Intent
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DEFINE
KEYWORD SET(S)
MONITOR CONTENT
INTERACTIONS
CUSTOM
DSP
PUBLISHER
WHITELIST
RANK & SCORE
RELATIVE
INTENT
COOKIE
ID
/
IP-Address
Match
PRIORITIZED
BIDDING USING
SMART BIDDER

19. Create keyword sets that
represent topics your buyers
are researching as they enter
a buying cycle.
7X Engagement with Intent-Based Advertising
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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

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Building & Using Audiences Strategically
LinkedIn Campaign
1. In DB1→ Sync audiences via Orchestration:
• Account List - All Tiers
• People List - All Non-Sales Personas
1. In LI Campaign Manager→
• Target the Accounts, Suppress the People
List
• Customize Messaging for Sales Personas
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Use Case/Campaign Goal→ Acquire Net New Sales Personas in Tiered Accounts
Display Advertising Campaigns
1. In DB1→ Build Dynamic Lists w/Selectors
• Accounts w/no existing Sales Personas
1. In Display Ad Campaign
• Personalized Ads w/Customized Messaging
• Best performing ads can inform messaging
Target these Accounts
but not these People
in those accounts
Target these Accounts
because they have
none of these People

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The Right Message
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Know the objective of your campaign
1:FEW
AE TOP ACCTS
Demandbase ICP
1:1
Strategic
1:MANY
DB4K
Tie the right message to the right objective….

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|
Customize Content & Creative to the Journey stage
Are you using the right message at the right time?
23
23
Awareness
Engaged
MQA
Opportunity
Customer
Expansion Opp
Expansion Won
Qualified

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General creative.
Doesn’t capture
attention and can
easily be overlooked.
Maximize clicks
Dynamic, Personalized Ad Creative
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Learn More
COMCAST
BUSINESS
DRIVES
BUSINESS
Learn More
SEE HOW OTHER
ENTERPRISE
COMPANIES
INCREASE
REVENUE
Learn More
SEE HOW
HEALTHCARE
IS DRIVING
BUSINESS
Learn More
COMPANY, EVER
WONDER WHAT
IT’S LIKE TO SIT
ON A CLOUD?
Company Size: SMB,
Mid-Market,
Enterprise based
messaging
Industry: More
personalization to
capture attention
Company Name:
Maximize clicks by
calling out their
company!

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Final Takeaways

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3 Reasons to Get on the Bandwagon
It’s Easy.
To get started there is no
need to build deep
Marketing and Sales
alignment, add resources, or
revamp metrics or lead-
based processes.
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It Reaches People Outside
Your Database.
Targeted and account-based
ads let you reach people
outside your database –
people you don't yet know
but want to know.
It’s Always-On.
A targeted ad strategy can
run 24x7 without manual
intervention or additional
headcount.

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Get Started with this 30-60-90 Day Advertising Plan
First 30 Days First 60 Days By 90 Days
Right Account Meet with an advocate in sales and select
a pilot group to target in the campaign.
Measure engagement of targeted accounts
as compared to the 30 days before the
campaign
Add additional segment to the account
list (ie journey stage or industry) for a 2nd
campaign
Right People
Identify and build a keyword set relevant
to your product and the buyers being
targeted.
Use additional segmentation to create
audiences of different persona types
Use account lists and person lists together
in a strategic ways to maximize spend/reach
Right Message
Create a single relevant message based
on your pilot group and your primary
objective.
See which ads perform best for
Engagement. Use that insight to inform
new messaging.
Use personalization to reinforce 1:1 and
1:Few messaging across your website at
scale.

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Thank You
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Go get ‘em tiger!