Account based marketing

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Account-Based Marketing (ABM) is a strategic and targeted approach to digital advertising that recognizes individual accounts as unique markets in their own right.
In contrast to traditional marketing strategies that aim to reach a broad audience, ABM flips the funnel by narrowing the focus to a select set of high-value accounts. By tailoring digital advertising efforts specifically to these accounts, ABM enables a more personalized and impactful engagement, cultivating deeper relationships and significantly enhancing the likelihood of success. This precision-driven strategy has revolutionized b2b advertising.
Advant embraces ABM as a precise, strategic methodology built on the understanding that larger clients and high-value accounts deserve a tailored, personalized approach.
LinkedIn advertising can be a real asset to your B2B marketing strategy. But if you're not seeing the results that matter to your business, it might be time for a change in strategy.

We are a world-class programmatic marketing agency that can generate more sales and leads for you. Our team is dedicated to helping your business grow.

The power of ABM lies in its capacity to generate highly qualified leads, which directly impacts improving conversion rates. By prioritizing specific high-value accounts, we can optimize the allocation of resources and efforts, ensuring that each paid ad contributes meaningful value to the identified accounts. This approach enhances ROI while minimizing resource wastage on accounts with lower conversion probabilities.

ABM brings the added benefit of effortlessly bringing sales and marketing teams together. By focusing on specific accounts, these teams share a common goal. This alignment allows them to speak in one voice and present a consistent brand experience when engaging with target accounts. Ultimately, it results in a more human and connected approach to building relationships with customers.

However, ABM is not just about sales and marketing alignment or resource optimization; it’s about understanding your target accounts’ unique ecosystem, pain points, aspirations, and decision-making processes and weaving that into your advertising creative so your message resonates. This level of personalization is a significant part of what makes ABM so effective and distinguishes it from broader marketing strategies.

Lastly, ABM is deeply rooted in data. Data-driven insights inform our ABM strategies at every stage, analyzing audience behaviour and optimizing our approach. This commitment to data ensures that our strategies are not based on hunches or assumptions but on solid, quantifiable information, increasing the likelihood of success.

In a nutshell, ABM is not merely a buzzword for us at Advant; it’s an effective strategy integral to our approach, ensuring we deliver results that matter to YOU. It is a cornerstone of our commitment to delivering innovative, effective, and results-driven digital media campaigns that exceed expectations and drive growth. 

The Power of Paid Media in Account-Based Marketing

As the name suggests, paid media involves marketing efforts where a business pays to deliver its message to a target audience. It can include channels like paid search, display ads, sponsored content, and social media advertising. It’s a direct, proactive way of reaching your target audience instead of relying on organic traffic.

While organic efforts are undeniably important, paid media supercharges your ABM strategy, and here’s why:

Paid media offers precision and control, which is critical for ABM. It allows you to target specific individuals within your chosen accounts across various platforms, ensuring your message reaches the right people at the right time. This is especially important in ABM, where your target audience is not a broad demographic but a carefully curated list of accounts.

Let’s get one thing straight not all digital advertising channels allow you to exclusively target your Target Account List (TAL). Despite its strategic importance in ABM, some platforms, such as Google Ads, which operates on a Cost-Per-Click (CPC) model, do not offer explicit TAL targeting capabilities. Google Search Ads operate on a keyword basis, and there is no way of only bidding against employees for a specific TAL; the same is true of Reddit and Quora advertising.

At Advant, we use advanced data analytics and extensive audience research to fuel our paid media strategies. By understanding your target audience, their preferences, behaviours, and pain points, we can decide which channels to use, which messaging to deploy, and how to allocate our budget most effectively.

But it’s not just about setting up a campaign and letting it run. We believe in real-time optimization to continuously improve the performance of our media buying. We monitor each campaign closely, using data-led decisions to optimize media placements, adjust bids, and refine targeting parameters. This performance optimization is crucial for successful always-on activity and delivers an increased response rate vs our agency peers.

Moreover, we believe in regular testing and experimentation to uncover new opportunities for improving the performance of our media buying strategy and to stay ahead of the competition. Regular testing allows us to stay agile, responsive, and proactive, ensuring we are always one step ahead.

Summing it up, in the ABM landscape, we fully recognize the profound significance of each interaction. Every touchpoint is an opportunity to engage and resonate, underlining your unique value proposition. With its targeted capabilities, Paid media optimizes these chances to influence the B2B buyer journey – a path that encompasses the initial brand awareness, evaluation of your offerings, and, ultimately, the decision to purchase. ABM is a powerful conduit for organic growth via cross-selling and upselling to existing customers.

Understanding Your Target Accounts

ABM’s success hinges on a deep and comprehensive understanding of your target accounts. 

At Advant, we don’t get involved in selecting your target accounts; this is usually done by our clients or a third party. Our specialism, instead, is rooted in paid media. We are not a full-service agency in this regard but rather a B2B paid media agency. 

We do, however, recommend considering the following when selecting your target accounts:

Analyzing their position in the industry

The competitive landscape they operate in

Their internal structure

Their unique challenges and needs

Get personal and evaluate the motivations, behaviours, preferences, and pain points of the individuals within these accounts, particularly the decision-makers and influencers.

This will allow you to find the proper accounts to maximize your sales and craft creative that addresses how your solution can meet their needs, resonates, design engaging campaigns, and make media buying decisions that deliver results. Furthermore, this understanding aligns our efforts with your sales teams, enabling us to provide them valuable insights and support, bridging the gap between marketing and sales.

Crafting a Strategic ABM Framework

The next stage involves developing a channel strategy. Based on our target audience insights, we identify the most effective channels to reach your target accounts. This is an essential step because different platforms resonate with different audiences. Understanding where your audience spends their time and what content they consume allows us to tailor our approach and maximize engagement.

Once the campaign is live, we move into the reporting phase. We provide real-time reporting, giving insights into campaign performance across all channels. This data isn’t just for record-keeping; it fuels program optimization. By continually monitoring performance, we can adjust strategies in real-time, doubling down on what works and improving what doesn’t.

We then explore new opportunities and education to uncover untapped potential within your target accounts. This involves testing and experimentation, ensuring we stay ahead of the competition.

Finally, we commit to innovation and continuous learning. As your business evolves, so should your ABM strategy. We continuously refine our approach, integrating new insights, tools, and technologies to ensure our strategy remains effective and relevant.

Leveraging Paid Media Channels for ABM Success: LinkedIn and Programmatic Advertising

In the era of Account-Based Marketing (ABM), choosing the right platforms to disseminate your message is crucial. Two influential players that stand out are LinkedIn, with its company targeting feature, and programmatic advertising that leverages Bombora’s Surge Audiences and Demand Side Platform (DSP) integration.

LinkedIn’s company targeting feature is a potent tool in the ABM arsenal. Given its professional nature and data-rich environment, LinkedIn allows you to zero in on your Target Account List (TAL), reaching key decision-makers and influencers within those organizations. Through precise company targeting, you can ensure that your tailored messages reach the right people at the right companies. Not only can you engage them with compelling content, but you can also foster meaningful conversations that help to nurture these relationships over time. In the context of ABM, this can significantly accelerate your sales cycle and improve conversion rates.

Programmatic advertising, on the other hand, takes precision to a new level. With the integration of Bombora’s Surge Audiences, you can pinpoint companies showing a higher than usual interest in your product category. Bombora’s intent data, compiled from numerous B2B web activities, provides an added layer of insight that goes beyond traditional demographic and firmographic targeting. It enables you to identify accounts that are not just a good fit but are also likely to be in the active buying stage.

With DSP integration, these high-intent audiences can be reached across various channels, ensuring your message is seen by the right eyes at the right time.

Conclusion: Achieving Account-Based Marketing Excellence with Paid Media

In Account-Based Marketing (ABM), achieving excellence with paid media requires a comprehensive approach encompassing various channels and strategies. By harnessing the power of paid search, LinkedIn Bombora intent data, native advertising, display advertising, and video ads, you can fuel a highly effective ABM campaign. The integration of these channels allows you to reach your target accounts with precision and deliver tailored messages that resonate. As a result, you generate leads that are not only of higher quality but also more likely to convert. This strategic combination of paid media tactics ensures that your ABM efforts yield optimal results and drive growth for your business.


Advant is a paid media agency specializing in programmatic advertising, paid search, and paid social .

Our agency has expertise in utilizing platforms like LinkedIn for precise company targeting and programmatic advertising with Bombora’s Surge Audiences and Demand Side Platform (DSP) integration. Advant’s approach involves data-driven decision-making, real-time campaign optimization, and continuous testing and experimentation to maximize media efficiency and drive success.

We generally only work with clients who have a monthly ad spend of at least $10,000 per month.

We can run ABM globally except for in China.

Advant caters specifically to B2B businesses that are seeking a strategic and targeted approach to their marketing efforts. The agency works with companies across various industries, such as SAAS, tech, manufacturing, finance and healthcare, with various company sizes and turnover. Advant’s expertise lies in understanding the unique needs and preferences of B2B clients and tailoring marketing strategies to engage and resonate with decision-makers and influencers within those target accounts.

What’s included in our programmatic agency set-up?

  • Project Initiation
  • Onboarding tracker customisation
  • Run through with the client to ensure all points are covered
  • Help facilitate with social channel creation incl logins
  • Consult & close work where required with Creative Team on digital assets & content including landing pages
  • Invoicing setup for each platform as well as internal systems for tracking spend & payments schedules
  • Tracking strategy & pixel implementation
  • Advertising accounts creation & set up
  • Campaigns structure setup, all strategies and corresponded assets upload, push live
  • Platform approvals expediting where required/applicable

What’s included in our agency's ongoing management?

  • Account Management
  • Weekly/Bi-weekly catch-up & optimisation calls
  • Ad hoc meetings
  • Creative consulting based n the test results & learnings
  • Bid optimisation
  • Audience optimisation 
  • Whitelist optimisation
  • Ads review/pause/refresh/new to test
  • Ads rotation
  • Budget optimisation between strategies
  • Placement and creative optimisation
  • Frequency optimisation
  • Monitoring & refreshing audiences if required


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