HOW ACCOUNT-BASED ADVERTISING IMPACTS PIPELINE

JOHN DERING | June 26, 2018

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At Demandbase, we strive to not only deliver top-notch ABM technology to help B2B marketers achieve more success, but we also aim to find diamonds in the rough to help our community grow from our own learnings. We know that B2B marketers have a plethora of options to choose from. We also know or at least say we do that better engagement increases the chances of a sale. But we wanted to put our money where our mouth is and not simply stand on the pulpit of historical thought leaders. And so, our “Getting Real With ABM” blog series was born. In it, we’ll dive into how we’re testing our own ABM practice, including the successes and failures we’re seeing along the way. We’ll continue to bring you the key insights as we evolve our ABM practice, so be sure to subscribe to our blog newsletter to keep up to date on the latest in ABM performance. Until then, here’s our first experiment.

Spotlight

WOMMA

The Leading Voice for Ethical and Effective Word of Mouth and Social Media Marketing. Word of mouth marketing (offline and online) is the most effective form of marketing in existence as it combines the newest strategies, tactics, and channels with the most basic human behavior: WOMMA is a coalition comprised of top marketers who are learning how to encourage and amplify this natural phenomenon while respecting and protecting its honesty and integrity.

OTHER ARTICLES

Rakuten Launches Rakuten Advertising as a Premier Destination

Article | February 13, 2020

For the first time, brands, advertisers and agencies can now harness Rakuten’s far-reaching media properties, consumer insights and award-winning performance marketing ecosystem with today’s launch of Rakuten Advertising martech news. “Advertisers know their customers, but discovering new ones and building enduring connections with them is increasingly difficult in today’s competitive consumer marketplace,” said Amit Patel, CEO, Rakuten Americas. “By drawing on audiences, insights and the well-established performance marketing excellence of the Rakuten ecosystem, Rakuten Advertising will be an unmatchable partner for digital marketers aiming to surpass their business goals.”

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Google Launches Over $800M Plan to Respond to Covid-19 Crisis

Article | February 13, 2020

According to a post by Sundar Pichai, CEO, Google is announcing a new over $800m plan to support small- and medium-sized businesses (SMBs), health organizations and governments, and health workers on the frontline of this global pandemic. $250m in ad grants to help the World Health Organization (WHO) and more than 100 government agencies globally provide critical information on how to prevent the spread of COVID-19 and other measures to help local communities. This is an increase from the initial $25m announced last month. In addition, the company is providing $20m in ad grants to community financial institutions and NGOs specifically to run public service announcements on relief funds and other resources for SMBs.

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Mobile Advertising is Booming in APAC While Efforts Increase to Combat Fraud

Article | February 13, 2020

Mobile ad spending increased by almost 20% in the APAC region throughout 2019 with forecasts predicting it will surpass over $106 billion in 2020. Although the mobile advertising market is thriving, APAC still suffers from high rates of fraud, as well as issues with viewability measurement. As an industry, we need to continue pushing each other to implement robust anti-fraud awareness programs and technologies throughout the region. There are currently three significant programs having an impact on combating mobile and in-app advertising fraud and improving viewability measurement globally. Let’s explore how these are stacking up in the fast-growing APAC market.

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Channel 4 slashes content budget owing to advertisement revenue drop

Article | February 13, 2020

Channel 4 is expected to cut its programming budget by nearly £150 million while furloughing about 100 staff to fight and survive any financial woes brought by the coronavirus crisis. The broadcaster, that is mostly funded by TV advertising, as well as being publicly owned expects to face a slump in the advertising revenue by 50% in the coming two months. It was estimated that Channel 4 was left with finances for six months only without having to make any cuts. The management of the broadcaster that includes Ian Katz, the director of programs as well as Alex Mahon, the chief executive will be taking a pay cut of 20% and will also not be receiving any bonus. Channel 4 also made an announcement that about 10% out of over 900 staff are expected to be furloughed.

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Spotlight

WOMMA

The Leading Voice for Ethical and Effective Word of Mouth and Social Media Marketing. Word of mouth marketing (offline and online) is the most effective form of marketing in existence as it combines the newest strategies, tactics, and channels with the most basic human behavior: WOMMA is a coalition comprised of top marketers who are learning how to encourage and amplify this natural phenomenon while respecting and protecting its honesty and integrity.

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