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Precision at Scale: Programmatic’s Role in Expanding ABM

Learn how programmatic ABM can help elevate your B2B marketing strategy

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October 12, 2023

In the complex realm of B2B marketing, precision is paramount, and the rise of Account-Based Marketing (ABM) has been a game-changer. At 42DM, we’ve taken it a step further by harnessing the power of Programmatic ABM. This blog explores the essence of ABM, the synergy between ABM and programmatic advertising, and why this approach is transforming B2B marketing

What is Programmatic Advertising?

In the realm of B2B marketing, Programmatic Advertising is a pivotal tool that combines automation and data-driven decision-making to execute digital ad campaigns. The essence of programmatic advertising lies in its ability to streamline the process of buying and optimizing digital ads, allowing businesses to reach their target audience with utmost precision and efficiency.

Programmatic advertising operates on the principles of real-time bidding and artificial intelligence, enabling marketers to make data-backed decisions about where, when, and to whom to display their ads. This data-driven approach is especially beneficial in B2B marketing, where reaching specific high-value accounts is of paramount importance.

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The Synergy of Programmatic Advertising and ABM

Now, let’s explore how Programmatic Advertising and Account-Based Marketing (ABM) seamlessly collaborate to elevate B2B marketing strategies.

At its core, ABM is all about personalization, focusing marketing efforts on a specific set of high-potential accounts within a market. It tailors messaging to resonate with these select accounts and key decision-makers within them. ABM is highly effective, but it can be challenging to personalize messaging at scale using traditional methods.

This is where Programmatic Advertising comes into play. By employing programmatic advertising within ABM strategies, businesses can achieve a level of personalization and precision that was previously unattainable on a larger scale.

Here’s why your B2B tech company need Programmatic ABM:

  • Precision Targeting at Scale: Programmatic ABM combines the precision of ABM with the scalability of programmatic advertising. B2B marketers can utilize tools that allow them to target specific account lists and individual employees based on criteria like seniority and firmographic data. This precise approach results in ad campaigns that can effectively scale. By using firmographic and account data to tailor their ad campaigns, B2B marketers optimize their results and achieve greater campaign success.

  • Tracking Progress Across the Buyer’s Journey: With Programmatic ABM, advertisers can monitor the actions users take at various stages of the programmatic funnel. This provides insight into the unique sales cycle, helping them prioritize next steps. Understanding how business professionals and decision-makers interact with campaigns and creatives allows for better performance iteration. This insight can also be used to segment audiences into more applicable groups, making targeting more focused and effective.
The role of programmatic in expanding ABM reach 42DM
  • Streamlined Customer Acquisition: Programmatic ABM streamlines the customer acquisition process by enabling marketers to create highly personalized messaging for B2B professionals. Instead of using a broad message for a large population, B2B marketers can craft messaging based on target personas and account positions in the sales funnel. This eliminates poor leads that don’t progress toward conversion. Moreover, it can be beneficial to reach the broader team that may influence a buying decision, rather than focusing solely on senior decision-makers.
  • Multi-Channel Campaigns: The B2B buying journey is far from linear. Employing a multi-channel strategy is essential because it allows marketers to reach influential B2B audiences wherever they consume content. Utilizing a mix of complementary channels increases the percentage of the total target audience that a campaign can reach and ensures a cohesive brand story is maintained throughout the entire customer journey. This is particularly crucial since B2B sales cycles can vary significantly, taking weeks to several months to close a deal. Employing a full-funnel marketing approach nurtures leads who aren’t yet ready to make a purchase across various channels, from full-screen videos on connected TV (CTV) to retargeting through programmatic audio ads.

42DM’s Approach to Programmatic Advertising

At B2B marketing agency 42DM, we have honed a unique approach to Programmatic Advertising and Programmatic ABM. We make precision and personalization our cornerstones, ensuring that the messaging we deliver resonates with the right accounts throughout the B2B buying journey. Our approach evolves from a one-to-many strategy to a one-to-one, ensuring that no potential lead is left behind.

Core Pillars of 42DM’s Programmatic ABM Program:

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  1. Know Your Customer: We embark on each campaign by designing an Ideal Customer Profile (ICP), creating detailed buyer personas, and crafting a Value Proposition Canvas (VP). This robust foundation allows us to construct a comprehensive Target Account List (TAM) and tailor messages that speak directly to the audience’s needs.
  2. Plan Personalized Experiences: Our campaign architecture is meticulously planned, with a rich content strategy established for each stage of the customer journey. This ensures that we maintain a highly personalized approach throughout the entire engagement.
  3. Deliver at Scale with ABM Tech: Leveraging a cutting-edge tech stack, we focus on intent signals and omnichannel campaign delivery to reach the right accounts efficiently. We use a range of powerful tools to ensure our campaigns resonate with the target audience.
42DM's Approach to Programmatic Advertising

Tools and Technologies for ABM at 42DM:

Our success relies on an efficient tech stack, which includes tools to deliver at scale with ABM tech:

  • Bombora: Providing comprehensive and privacy-compliant intent data by company accounts.
  • triblio: Offering intent signals by accounts and contacts, spanning 175 million global profiles.
  • G2: Providing category-wide buyer intent signals, enhancing our ability to reach in-market buyers.

We also employ omnichannel account-based advertising through tools like influe2, which has a patented identity graph and a proprietary database of 1.5 billion B2B profiles. Our campaigns span across platforms like Google Ads, Facebook/Instagram, Yahoo, LinkedIn, Quora, and theTradeDesk, ensuring a comprehensive reach. Additionally, we employ campaign automation and optimization solutions like for fine-tuning our campaigns for optimal performance.

Start implementing Programmatic ABM today

42DM’s approach to Programmatic ABM is founded on precision, personalization, and the power of technology. We tailor our strategies to engage specific accounts at scale, nurturing them through the funnel from one-to-many to one-to-one. Our core pillars guide us, and our success stories are a testament to the effectiveness of our approach. By leveraging the right tools and technologies, we continue to unlock success for our clients in the dynamic world of B2B marketing.

If you’re eager to unlock the potential of Programmatic ABM for your B2B marketing endeavors, don’t hesitate to contact 42DM. Our experts are ready to assist you in crafting personalized strategies that resonate with your target accounts and drive meaningful conversions.

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