How content data inputs and programmatic technology are changing Account Based Marketing

March 31, 2015 (Oracle Blogs) — This week’s guest blog post features, Ben Barenholtz, Director of Marketing and Communications, DWA, alongside DataXu and Madison Logic Data.

In the early days of digital advertising, account based marketing consisted primarily on creating a list of target companies and serving ads exclusively to that list. With IP targeting and other tactics, advertisers could zero in on people originating from a target company’s IP.

Today, marketers can for the first time go beyond basic target-account advertising by

1. identifying target companies that are in-market and most likely to buy, and
2. reaching the right people within those target companies, wherever they might be.

DWA, a global media and marketing agency based in San Francisco, is often challenged by its clients to find innovative ways to reach target accounts and meet immediate lead goals, all with as little waste as possible. The two major limitations with basic account based marketing has been the inability to distinguish companies currently in market for a product and the inability to effectively target the right people within named accounts.

To address these problems with ABM, DWA is working with two best-in-breed technologies – DataXu (the agency’s global programmatic partner) and Madison Logic Data – in order to advance the field of ABM. With these pioneering companies working together, it’s now possible for marketers to identify named accounts most in market for a product and then activate these audiences with the best programmatic media available. This new approach is effectively account based marketing 2.0.

“For a long time, B2B companies were accustomed to a static list of companies based on perceived value,” said Erik Matlick, CEO, Madison Logic Data. “ABM 2.0 flips the model and targets companies that are in market and further pinpoints the right decision makers in those companies. Utilizing data first and precision targeting second we are able to target those companies that are indeed your best prospects”.  Marketers also continue to struggle to use the flood of available data to maintain relevant, personalized connections with customers. However, modern platforms are solving the ‘drowning in data’ issue and are now enabling account-based marketers to recapture some of that old-style individualized relationship building on a global scale.”

Read the full article on the Oracle blog.