The ABM Consortium offers a great forum for best practices in ABM and Display Advertising. One main take away is to really engage your vendor and challenge them into disclosing more the advertising ecosystem they use, how they monitor and what they do for brand protection, brand safety, improving viewability. Long story short …
“Don’t be silent, engage your technology vendor“
This is a massive issue and one that B2B demand gen marketers are often not as familiar with as they should be. More details
Trust is good. Transparency is even better
ABM is a growth strategy to target high-value companies with relevant content across the right channels.
Today, you need to create consensus with whole B2B buying teams. You’re no longer marketing to one person, you marketing to whole companies as accounts.
Traditional advertising is based on vague demographics and unreliable cookie-targeting. It’s a ‘spray-and-pray’ approach that’s inefficient and imprecise. ABA focuses your advertising on reaching high-value companies, strengthening your brand’s reputation and business relationships.
Here a full picture of the different areas where you should ask your display advertiser on how they control, manage, optimize and report – If the answer is not clear, you are probably not getting the best of your marketing investment in display advertising or programmatic B2B.