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How do you align account-based advertising and retargeting strategies with a marketing campaign?

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If you want to generate more leads and sales from your marketing campaigns, you need to align your account-based advertising and retargeting strategies with your goals, audience, and content. Account-based advertising (ABA) is a method of targeting specific accounts or prospects with personalized ads across different channels and platforms. Retargeting is a technique of showing ads to people who have already visited your website or engaged with your content, to remind them of your value proposition and encourage them to take action. Both ABA and retargeting can boost your campaign performance, but only if you follow some best practices to ensure consistency, relevance, and measurement. Here are some tips on how to align your ABA and retargeting strategies with your marketing campaign.

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Ibrahim Albuainain

Marketing Communications Manager | Bachelor of Science in Business Administration
Vineet Nag

Marketing Director @ InfoStride | Marketing Operations, Demand Generation

1 Define your target accounts

Before you launch your ABA and retargeting campaigns, you need to define your target accounts and segments based on your ideal customer profile (ICP) and buyer personas. You can use various criteria, such as industry, size, location, revenue, pain points, and decision-makers, to identify and prioritize the accounts that are most likely to buy from you. You can also use data from your CRM, marketing automation, or third-party sources to enrich your account insights and find more opportunities. By defining your target accounts, you can create more tailored and effective ads that resonate with them.

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Ibrahim Albuainain

Marketing Communications Manager | Bachelor of Science in Business Administration
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In my marketing strategy, I start by defining target accounts based on criteria like industry, size, and revenue, aligning with my ideal customer profile. I then create personalized content, ensuring it resonates with these specific accounts. My approach integrates retargeting to nurture leads, utilizing insights from previous engagements. I adopt a multi-channel strategy, ensuring consistent messaging across all platforms. Continuous monitoring and optimization of campaigns are vital, leveraging analytics for data-driven adjustments. Aligning my sales and marketing teams is crucial for converting leads. I measure success through key performance indicators, focusing on engagement, lead generation, and ROI to refine my strategies continually

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Vineet Nag

Marketing Director @ InfoStride | Marketing Operations, Demand Generation
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Unified Audience Segmentation: Align both strategies Consistent Messaging: Ensure messaging consistency across account-based and retargeting efforts. Sequential Approach: Sequence account-based ads to precede retargeting for a cohesive narrative. Personalization: Tailor content to specific accounts in account-based efforts and personalize retargeting. Data Integration: Merge account-based and retargeting data for comprehensive insights. Cross-Channel Coordination: Coordinate ad placements across channels for a seamless customer journey. Engagement Tracking: Monitor engagement at each stage to refine both strategies. Conversion Optimization: Optimize retargeting based on account-based campaign insights for maximum impact. Feedback Loop

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2 Align your ad channels and formats

Once you have your target accounts, you need to align your ad channels and formats with their preferences, behaviors, and stages in the buyer journey. You can use different platforms, such as Google Ads, LinkedIn Ads, Facebook Ads, or programmatic advertising, to reach your accounts across the web, social media, email, and mobile. You can also use different formats, such as display, video, native, or interactive ads, to capture their attention and interest. However, you need to ensure that your ad channels and formats are consistent with your campaign objectives, budget, and metrics. For example, if your goal is to generate awareness, you might use display or video ads on high-traffic websites or social networks. If your goal is to drive conversions, you might use native or interactive ads on niche publications or platforms.

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Ibrahim Albuainain

Marketing Communications Manager | Bachelor of Science in Business Administration
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Effective customer escalation management strategies for travel companies include rapid response and empathetic customer service. Utilizing CRM systems helps in efficiently tracking and managing customer issues. It's crucial to maintain clear communication channels and empower front-line staff for quick resolutions. Regularly analyzing escalation patterns can preempt common problems. A customer-centric approach, focusing on promptly and effectively resolving concerns, is key to maintaining customer satisfaction and loyalty.

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3 Create relevant and personalized ad content

Another key factor to align your ABA and retargeting strategies with your marketing campaign is to create relevant and personalized ad content that matches your target accounts' needs, challenges, and goals. You can use different types of content, such as case studies, testimonials, white papers, webinars, or demos, to showcase your value proposition and differentiation. You can also use dynamic content, such as headlines, images, or CTAs, to customize your ads based on your account attributes, such as name, industry, or location. However, you need to ensure that your ad content is aligned with your landing pages and offers, to create a seamless and cohesive experience for your prospects.

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Ibrahim Albuainain

Marketing Communications Manager | Bachelor of Science in Business Administration
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In aligning ABA and retargeting with marketing campaigns, it's crucial to create personalized ad content that addresses the specific needs and goals of target accounts. Using diverse content like case studies, white papers, and webinars showcases your value proposition. Dynamic content, tailored to account-specific attributes like industry or location, makes ads more relevant and engaging. It's important to ensure this content aligns with landing pages and offers for a cohesive user experience, enhancing the journey from ad engagement to conversion and improving overall marketing effectiveness.

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4 Measure and optimize your ad performance

Finally, you need to measure and optimize your ad performance to ensure that your ABA and retargeting strategies are delivering the desired results for your marketing campaign. You can use various metrics, such as impressions, clicks, conversions, cost per lead, ROI, or account engagement, to track and evaluate your ad effectiveness. You can also use tools, such as Google Analytics, LinkedIn Campaign Manager, or ABM platforms, to monitor and analyze your ad data and insights. By measuring and optimizing your ad performance, you can identify and improve the areas that need attention, such as ad frequency, budget allocation, or account segmentation.

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Ibrahim Albuainain

Marketing Communications Manager | Bachelor of Science in Business Administration
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Measuring and optimizing ad performance is vital for successful ABA and retargeting strategies in marketing campaigns. Key metrics like clicks, conversions, and ROI are tracked using tools like Google Analytics and LinkedIn Campaign Manager. This analysis helps identify areas for improvement such as ad frequency, budget allocation, and account segmentation. Regular optimization based on these insights ensures that advertising efforts are effectively aligned with campaign objectives, enhancing overall efficiency and ROI.

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Paula Casallas

Digital Marketing |Operations management | Business Strategy | PR management
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I believe that when launching your ad campaigns, it is always important to constantly monitor them, analyze and check what needs sot be changed or not. Something you can do is publicize your same product directed in different ways, it can be the same but with alternate messages to all your buyer personas. Then take the next step and, with the data collected, vary and adjust what you see that does not work to optimize it in the best way.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you align account-based advertising and retargeting strategies with a marketing campaign?

1

2

3

4

5

1 Define your target accounts

2 Align your ad channels and formats

3 Create relevant and personalized ad content

4 Measure and optimize your ad performance

5 Here’s what else to consider

Marketing Operations

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How do you align account-based advertising and retargeting strategies with a marketing campaign?

1

2

3

4

5

1 Define your target accounts

2 Align your ad channels and formats

3 Create relevant and personalized ad content

4 Measure and optimize your ad performance

5 Here’s what else to consider

Marketing Operations

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