Looking to incorporate account based advertising into your account based strategy? It’s not as simple as just picking any old vendor that does account based marketing. Before you decide to purchase a platform for account based advertising, let’s take a look at the bare essentials an account based advertising vendor needs to meet.
- Audience Targeting for B2B
- Campaign Functionality
- Account Based Metrics and Reporting
- Integrations with Existing Martech and Web Personalization
Audience Targeting for B2B
What differentiates account based advertising from traditional display advertising is its targeting mechanisms. An account based advertising platform needs to let you segment audiences by account, buying center, or contacts.
A proficient account based advertising platform will also aggregate multiple sources for your ad audiences. With 1st party data from your CRM and marketing automation platforms alongside your 3rd party data sources, you’ll have a plethora of information to match with your visitors’ account profiles.
Ask for account matching data before you decide on an account based marketing platform. Have your potential vendors how many accounts they can match based on a list of target accounts that you give them.
Setting up an account based advertising campaign is extremely similar to setting up a traditional display advertising campaign. Therefore, your account based advertising platforms should have the same options and features as if you were running a traditional advertising campaign. You should have access to the same ad networks and ad exchanges, in addition to specialized B2B media publications relevant to your target accounts.
Because of how specialized and small your B2B audiences can be, we recommend choosing an account based advertising vendor with the lowest ad buy minimums.
Next time, we’ll go over what the essential requirements are for an account based advertising vendor pertaining to your account based metrics and integrations.