At Growthfluence, we help B2B technology marketers leverage social for Account Based Marketing. We also hep them realize the promise of delivering personalized ABM programs at scale. We enjoy solving the most significant customer challenges in a novel way, by leveraging the best martech available today. Our unique program – ABMSocial helps technology marketers nurture their prospects at scale while tying the social into ABM strategy.
B2B marketers are spending over $6 billion in online advertising, and yet only 1% of leads have serious revenue conversion. That’s because marketers are using a machine gun’ spray and pray.’ the approach instead of a focused snipper shot approach. The targeting is based on demographic and behavioral criteria (rather than on ideal customer profile – firmographics, technology graphics, and intent data), which results in strong impressions and yet low click-through rates leading through a substantial loss.
The ABMSocial program optimizes your approach by helping technology marketers like you target the spend on the likely accounts to engage and close a sale with you. In our pilot programs, we witnessed a 31% higher click-through rates, 2.1x opportunities for the target accounts, and a 42% increase in ROI on media spend.
Case in point: HRTech company:
Here’s one example of how our customers are driving impact with the ABMSocial program. An HRTech company wanted to increase sales revenue in the next two quarters, and they realized a big challenge. The first they had a steady stream of leads getting generated through the website, the inbound leads were not their best-fit account as they were small businesses.
The ABM program in place was to drive more effective outreach campaigns that leveraged an omnichannel approach, including search, LinkedIn, email, and sales development (see example below for the outreach strategy they were using).
How ABMSocial made the difference:
The HRTech co. did things differently with their LinkedIn campaigns using the data and insights we gathered:
Best-fit content and campaigns: Traditionally, the LinkedIn targeting options show different ads based on industry and persona. However, with the ideas, we provided they were able to target audiences based on:
Intent– They aimed the keywords/topics prospects were interested that was sourced through third-party data sites
Opportunities – They identified what type of solutions customers sought from HRTech co. competitors, which helped serve segmented contextual content and ads
Analyst inputs: We also gathered insights from analyst inquiries that matched our target audiences at large, the HRTech co. customized the ad copy and the ads to target them specifically
Reallocaton of ad spends: In the past, the HRTech co had allocated spend equally across all its target accounts. But then it began using our ABMIndex scores to identify its’ high- and statements accounts. Based on how closely each account looked like its’ existing customers, allocating twice the original ad budget on the “high-fit” accounts and half the original ad budget on the “low-fit” accounts. This ensured it didn’t waste any ad money on accounts that weren’t as likely to convert.
This improved their success by 32% – only by matching the relevant content with prospects based on interest, opportunities, and analysts as well as brand personas.
