Account Based Marketing and Retargeting
Account Based Marketing (ABM) is a B2B strategy that focuses on a targeted set of accounts using highly personalized campaigns. It provides marketing and sales teams with a number of advantages, including a faster sales process, cost effectiveness, and a more efficient use of marketing resources. With all of the things ABM is, though, it’s important to remember that ABM is not the same as targeted outbound marketing. It’s much more strategic, using methods like online retargeting to personalize marketing efforts.
Retargeting uses browser cookie-based technology to identify users who visited your site but left (or “bounced”) before completing a transaction or conversion. The cookie allows for targeted advertisements to appear in those users’ subsequent web searches and interactions, even if they’re not related to your site specifically. Retargeting is an effective conversion tool because it repeatedly gets your brand in front of audiences that already demonstrated interested in your product or service.
Retargeting is effective because it:
- Recaptures the attention and purchase power of “window shoppers”
- Generates high click-through rates
- Lends itself to visitor segmentation and tailored messaging