2018 seems a breakout year for Account-Based Marketing: IP Targeting, GeoFencing, coockie based Targeting, DMP based audiences… which is best way to reach your B2B audiences?
IP Address (traditional) – Ensuring our targeting is specific only to a set group of IP addresses. This is the the earliest approached used by account-based advertising providers when IP data started to see widespread interest and adoption three or four years ago.
IP-targeted ads deliver content through web publishers. Thanks to IP Based technologies, companies can target key accounts and close the
big deals faster, delivering the right content with the right frequency.
B2B Marketing is therefore no longer limited to visitors to your website. Reaching everyone in large organizations like IBM, Ford or Citibank, when you only care about a very specific audience, can become expensive. Think of it like a billboard outside an office: nearly anyone
working in that location has the potential to see it. IP addresses (abbreviation for Internet Protocol) are used to identify devices that
connect to the Internet. Think of it as the ‘sender’ address in a normal postal letter. As example, when your search somehting in Google, the IP address is associated with your question and therefore the search engine knows exactly the machine it should be returning the answer !
Newer account-based advertising providers start with a list of individuals at the target companies. And since they are targeting individuals, not locations, it doesn’t matter if someone is in the office, on the road or at home. This approach relies on the availability of 3rd party data
and has big limitations because of data privacy concerns. It works relatively well in US, Canada and UK because of availability of service
providers that can provide such data to advertisers. You may be able to reach your individuals as part of a big target audience without needing to know their identity.
Geo-Fencing or Local Based Targeting
With geo-fencing you can target contacts that sit within a perimeter of a given location.
Imagine that you want the attention of product engineers and senior management at Ford’s or GM’s manufacturing plant in Atlanta. You know that there is no dedicated IP address for that location and cookie based data does not provide the desired reach. With geofencing
you can place an online banner aimed exclusively at people working at the address of your choice.
In general this is a very good choice when your audience is captive in a well defined area, such as during Events !
SOCIAL MEDIA PERSONAL PROFILES
LinkedIn and Facebook targeting solutions rely on the fact that they can leverage the user identities across multiple devices.
Some other solutions, blend LinkedIn audiences with FaceBook Ad to provide Account Based Contact Advertising. It is another way to think about social media, a more effective approach as direct marketing channel, a one-to-one channel to key decision makers, C level contacts and influencers in Key Accounts. You can engage and convert more prospects from your key accounts while they are actively in Social Media Ad. Networks – which includes not only Facebook but over 4 million different media sites and apps.
IP or Geo-fencing with DMP (Data Management Platform) contact layer.
The combination of Account Based Targeting (both IP targeting and Geo-Fencing) with a DMP (Data Management Platform) represents a real revolution. As a data creation engine, the DMP provides advanced real-time audience segmentation as it enables to connect
advertisers with audiences across its roster of premium publishers, creating and sustaining demand for their inventory. Better audience intelligence – and the ability to act upon that intelligence – means enhanced campaign performance and efficiency.
Unlike traditional IP Targeting that bases the ‘persona’ targeting in the ‘media packages’ -ie. if I publish the ads in Financial Times, then I’ll target the Finance department-, here the DMP is the most effective way to dynamically bring your content to your Account Based Marketing (ABM) audience. allows ‘persona’ based targeting on a combination of cookie based datademographics and behavioral, hence the content is presented only to the right individuals irrespectively of the media they may be checking –DMPs such as Turbine stream processing engine continually respond to changes in behavior patterns inferred from more than 2 trillion anonymous data points to reach better decisions more quickly. Using proprietary predictive modelling algorithms, machine learning and advanced semantic technology, Turbine automatically determines what audiences to create, in which context, in order to target and optimally meet the needs of each campaign.