Last week, I began the discussion of what an account based advertising solution needs in order to be a serious contender.
Here’s a quick refresh on the list of considerations that need to be at the top of any B2B marketer’s mind.
- Audience Targeting for B2B
- Campaign Functionality
- Account Based Metrics and Reporting
- Integrations with Existing Martech and Web Personalization
We’ve already taken a look at Audience Targeting and Campaign Functionality. Let’s wrap up this discussion by looking at metrics and integrations.
Account Based Metrics and Reporting
The ideal account based advertising vendor provides the standard metrics of traditional display advertising in addition to specialized account based metrics. Examples of account based metrics your ideal vendor has to include:
- Closed loop reporting that correlate ad impressions to conversions on your website
- View-through and clickthrough conversions by account
- Influence and engagement by funnel stage, opportunity stage, pipeline, and revenue
Considering a couple different vendors? Ask them for sample reports that include your target accounts. You can see what kind of reports you’ll be analyzing day-to-day and what the scope of their reports are.
Integrations with Existing Martech and Web Personalization
Display advertising isn’t a standalone tool in your marketing strategy. A viable account based advertising vendor will be able to synchronize your ad campaign alongside the CRM of your choice, your marketing automation platform, Google Adwords, and Google Analytics. We’ve also found that linking your account based advertising campaign with matching, relevant web personalizations
A viable account based advertising vendor will be able to synchronize your ad campaign alongside:
- Your CRM of your choice
- Your marketing automation platform
- Google Adwords for audience creation
- Google Analytics for account reporting
We’ve also found that linking your account based advertising campaign with matching, relevant web personalizations has been proven to increase conversions and traffic, not just impressions.
Thinking about starting out with account based advertising? We hope you’ve found these tips helpful. Feel free to use our quick and easy checklist to compare account based advertising solutions against one another. Don’t stop until you find one that checks all the boxes!