Why ABM is a Game-Changer for Programmatic Advertising

The most important aspect of B2B marketing is targeting the right decision-makers. B2B marketers can waste significant budget by targeting audiences that are unlikely to convert into leads.

An increasing number of B2B companies and marketing partners are adopting Account-Based Marketing (ABM) strategies to address the challenge of reaching the right people more cost-effectively.

ABM is a strategy that can be both personalized and precise, tailoring creatives and messaging specifically for each targeted account. By leveraging platforms like StackAdapt, you can deliver highly targeted ads at scale.

The benefits of Account-Based Marketing for programmatic advertising

Programmatic ABM helps you target the accounts you want, delivering a strong return on investment.

Let’s explore the advantages of using ABM in your programmatic campaigns.

Precision

Programmatic ABM is precise. With tools in StackAdapt, marketers can target account lists and employees based on firmographic and persona-level data.

Using first-party data, you can tailor your campaigns by factors such as industry, company size, location, job title, seniority level, and revenue.

This level of targeting is more cost-effective and efficient than traditional marketing.

Streamlining the customer acquisition process

Rather than creating generic messages for a broad audience, an ABM strategy allows marketers to craft tailored messaging based on the target audience and their position in the buyer’s journey.

This approach enables marketers to focus on building meaningful connections with key stakeholders.

It’s also crucial to develop a full-funnel strategy, rather than focusing solely on the primary decision-maker.

Engaging with other team members beyond the C-suite who may influence buying decisions is just as important.

Multi-channel campaigns

You can implement a multi-channel strategy within a full-funnel approach to reach your target audience, no matter where they are, which devices they are using, or where they sit in the customer journey.

For example, B2B marketers can use StackAdapt to serve native and display ads at the top of the funnel to build awareness.

Video and CTV ads can be used to dive deeper into a product or service in the middle of the funnel.

And finally, retargeting at the bottom of the funnel drives the final push for conversion.

Tracking progress across the buyer journey

ABM in programmatic advertising allows you to track user actions at various stages of the funnel.

Marketers can monitor how decision-makers engage with campaigns and creatives. This insight provides valuable data that makes it easier to determine the next step – whether that’s having someone from the sales team follow up or creating more tailored messaging.

These insights allow you to further segment your audience and target your ads more effectively.

Get onboard with programmatic ABM on StackAdapt

ABM is becoming an increasingly powerful strategy for B2B marketers. Using this approach to create highly targeted and tailored advertising campaigns can help you win over the right accounts in the most cost-effective way.

If you’re ready to optimize your B2B marketing strategy with programmatic ABM, now is the perfect time to start planning your campaign with us.

Ready to take your programmatic ABM campaigns to the next level?

Our display specialists are here to help you build a strategy that drives results.

Reach out today for expert guidance, tailored recommendations, and hands-on support to get your campaign off the ground and in front of the right audience.