Core Campaign Stats
In B2B marketing, one of the biggest challenges is getting to the right person within the right organization. Our ABM practice was maturing, but our services were a niche within a niche making qualified account lists difficult to source.
My ‘eureka’ moment came as something of a joke when chatting with my team: “what if we just harvest account logos off all our competitor’s websites and make a list?”
It worked. I had no idea how effective a tactic it would ultimately be. It only took 6 competitor websites to create a pre-qualified list of 199 accounts, each one of them with a logo in a scroller or a proudly named case study.
(perhaps ironically, we used to think of the elusive named case study as the shiniest kind of marketing gold, an idea now tarnished by just how much real money we wound up influencing our way.)
So that was the first component, but our ABM platform works via the Adroll Display Network, so we were going to need some serious creative to get any attention. Queue the next brilliant idea (credit to my teammates for this one) “Let’s build ads that make fun of the competition’s branding!”
The brand folks lit right up. Before I knew it meetings were booked to take my team through a massive Miro board full of concepts making light of each of our competitors’ branding, taglines, and colors. Nothing was off the table and it was salty as hell. While much of the verbiage took aim at our rival marketing teams more than anything, we needed the ad content to be identifiable enough to catch a client’s eye, without going too far into genuine intellectual property theft.
Once the creative was ready, I deployed with a modest budget of just $10,200 aimed at the right titles in the org across a single quarter of run time. We had our Salesforce integrated, so seeing attributed opportunities was simple.
When I went to pull down some ROAS numbers a little later on, I saw the value of what my team and I had done, a staggering $1,700,000 in deal pipeline across four targeted accounts and three deals with a dollar value already attached.
If any of these wind up closing it’ll be a hell of an ABM attributed win.
