Account-based marketing (ABM), a B2B marketing approach where sales and marketing work together to target key accounts and categories, is getting more intelligent. That’s because The Trade Desk platform makes it possible to deploy ABM strategies programmatically.
While programmatic buying excels at delivering personalized ads to individual users, enterprise marketers rely on ABM campaigns to target lists of specific accounts — often those that boast many decision-makers. This subtle difference in mechanics can cause headaches for some B2B marketers who need to manage their campaigns at the account level.
Now ABM strategies implemented on our platform work seamlessly in programmatic environments. We partnered with Bombora and Chalice AI on a new solution, called intelligent ABM (iABM), that can make life easier for our B2B customers.
What is iABM?
Intelligent account-based marketing enables you to combine the best of programmatic with the best of ABM. Manage ad delivery to target accounts, regulate frequency at the account level, and receive more transparent reporting — while also retaining the omnichannel, data-driven features available to all campaigns on our platform.
The solution was born from a client need for more granularity, with the ability to verify when and how often target accounts have been reached.
iABM delivers campaign success
Case study 1: identity approach and reporting intel drives smart campaign optimizations
A B2B digital campaign leveraged Chalice AI and Bombora’s matched ID data to create a privacy-conscious identity graph to deliver ads to the right audiences at specific companies. Domain-level identification showed the digital ads reached those audiences, enabling more efficient and targeted marketing to the targeted accounts/companies.
Daily reports allowed the media buyers to track account reach, ad frequency, and penetration within specific accounts. Report intel allowed for quick pivots and campaign optimizations that increased the percentage of targeted accounts and unique IDs reached by the campaign. For instance, the campaign dialed back on ad frequency for heavily targeted accounts and increased delivery to smaller and harder-to-reach accounts based on the platform’s guidance.
Deploying iABM gave the media buyers a much deeper layer of account-based intelligence by providing data that was previously unavailable.
Case study 2: iABM delivers higher KPIs, lower CPMs
AppFolio, a cloud-based tech company serving the real estate sector, worked with Bombora to test an iABM campaign on our platform. Using iABM, AppFolio saw a 27% increase in average penetration rate and a 25% lift in saturation rate relative to an incumbent ABM provider.
The campaign delivered a click-through rate (CTR) 2.5 times higher than the rival ABM solution at a 27% lower CPM — a big win for AppFolio’s media buying team.
But iABM isn’t only working for brand marketers; agency leaders are seeing success with the solution as well.
“iABM has enabled us to efficiently reach all of the accounts that we’re targeting and clearly measure delivery, resulting in higher CTRs and more accounts reached.”
Jacob Beck
Group Director, Programmatic and Display, Dentsu
ABM campaigns have historically struggled to measure and execute digital strategies aimed at reaching accounts where there are fewer employees, or when targeting a small audience pool. Thanks to our partnership with Bombora and Chalice AI, iABM can help resolve that issue by tying ABM campaigns directly to IDs, enabling you to both understand which accounts your reaching with your campaigns and manage account-specific frequency.
Want to put iABM to work in your own B2B campaign? This solution is available today to our clients. Contact your account representative to learn more.