Account-Based Marketing (ABM) and programmatic advertising have been buzzing in the marketing world for years, but what happens when you bridge the two? That’s where things get exciting. These two approaches, while seemingly distinct, can work together to create a highly targeted, data-driven strategy that supercharges your marketing outcomes.
If you’ve been wondering how to marry the precision of ABM with the scalability of programmatic advertising, you’re in the right place. This blog will explore how these strategies work together, the metrics you need to focus on, and actionable tips for unlocking marketing success.
What Is ABM and How Is It Different From Programmatic Advertising?
Before we can discuss bridging these strategies, it’s important to break down what they are individually and how they differ.
What Is Account-Based Marketing (ABM)?
ABM focuses on tailoring marketing efforts to specific accounts rather than casting a wide net. It’s a highly personalized approach designed to deliver targeted content and messaging to decision-makers within your ideal companies.
Key features of ABM:
- Highly personalized campaigns
- Focus on deep customer relationships
- Delivering unique value propositions to each target account
Example Use Case:
A software-as-a-service (SaaS) company identifies five key enterprise-level accounts it wants to land. Instead of creating generic ads aimed at all businesses, they craft specific campaigns for each company, targeting key executives with tailored content.
What Is Programmatic Advertising?
Programmatic advertising uses artificial intelligence and machine learning to purchase digital ad inventory automatically. This method allows marketers to target audiences at scale while eliminating guesswork. It’s efficient, data-driven, and great for top-of-funnel awareness campaigns.
Key features of programmatic advertising:
- Automated ad buying
- Broad audience targeting and scalability
- Focused on efficiency and data optimization
Example Use Case:
A retail company aims to promote its new product line to audiences between 25–45 years old. Using programmatic advertising, the company targets potential customers across display and social media channels.
Why Bridge ABM and Programmatic Advertising?
While ABM excels in precision and personalization, it lacks scalability. Conversely, programmatic advertising is unbeatable in terms of reach and efficiency but lacks the focused precision of ABM. By integrating these two strategies, marketers can achieve the best of both worlds.
Benefits of Bridging ABM and Programmatic Advertising:
- Precision at Scale
With programmatic advertising, your ABM strategy can reach target accounts at scale without diluting the personalization.
- Improved ROI
Combining ABM’s hyper-targeted approach with programmatic’s efficiency means your marketing budget is spent more effectively.
- Better Alignment With Sales
ABM already ensures strong collaboration between marketing and sales. Adding data insights from programmatic advertising lets both teams prioritize high-value prospects more effectively.
- Granular Data Insights
Programmatic platforms provide rich data on ad performance, while ABM delivers account-specific engagement insights. Together, they give you a full picture of campaign effectiveness.
Metrics That Matter When Bridging ABM and Programmatic Advertising
The success of your integrated approach depends on tracking the right metrics. Here’s what you need to focus on:
1. Account Engagement Score
Track how often and how deeply your targeted accounts are engaging with your ads, emails, and landing pages.
Example: Calculate engagement by assigning points for specific actions, like ad clicks, content downloads, or webinar registrations.
2. Ad View-Through Rate (VTR)
For programmatic campaigns, VTR indicates how many viewers watched an ad to completion. A higher VTR suggests your audience is interested in your messaging.
Target Benchmarks: Aim for at least 70% VTR for video ads.
3. Pipeline Contribution
Measure how much your integrated campaigns contribute to your sales pipeline. This is essential for proving ROI.
Pro Tip: Use attribution modeling to determine which parts of your ABM and programmatic efforts drive conversions.
4. Account Penetration
Assess how well you’re engaging individuals across multiple divisions or departments within a target account. Success here means deeper influence within organizations.
Metrics to Monitor: Email open rates, ad engagement, and meeting setups from multiple stakeholders.
How to Execute an ABM-Programmatic Advertising Strategy
Now that we’ve covered the why and the metrics, it’s time to focus on the how. Follow these steps to start integrating ABM with programmatic advertising:
1. Define a Clear Target Account List
Your ABM strategy starts with identifying ideal accounts. Work with your sales team to align on a list of high-value accounts. Use firmographic data (such as industry, company size, and revenue) to guide your decision-making.
Tools to help:
- Salesforce (for CRM integration)
- LinkedIn Sales Navigator (to identify key decision-makers)
2. Leverage Programmatic Platforms for Precision Ad Delivery
Programmatic advertising platforms like Google Display Network or The Trade Desk allow you to hyper-target decision-makers within your chosen accounts. Use geo-targeting, retargeting, and contextual advertising to maximize relevance.
3. Craft Personalized, Attention-Grabbing Content
Your content should combine ABM’s personalization with the scalability of programmatic advertising. Use dynamic creative optimization (DCO) to deliver tailored ads to different segments within your accounts.
Example of personalized content:
- Displaying industry-specific solutions in your ads
- Highlighting a recent pain point that aligns with your target’s business challenge
4. Sync Efforts With Marketing and Sales Teams
Once your campaigns are live, ensure ongoing coordination between marketing and sales. Regular check-ins will help identify high-priority accounts and optimize outreach efforts.
5. Analyze, Optimize, Repeat
Use real-time analytics to assess your campaign performance. Adjust targeting, bidding, and creative assets based on what the data tells you.
Driving Marketing Success With ABM and Programmatic Advertising
The future of marketing lies in integration. By bridging Account-Based Marketing with programmatic advertising, businesses can finally achieve the precision of a sniper shot with the scalability of a scattergun.
Whether you’re a B2B marketer looking to secure enterprise accounts or a team aiming to maximize ROI, this hybrid strategy offers a roadmap for success. Start small by targeting 5–10 accounts and scale as you gain confidence in the approach.
At the end of the day, the best results come from experimentation, data-driven decision-making, and a commitment to delivering value to your target audience.
