So you've launched your B2B Advertising campaigns using one of the vendors listed in the Forrester New Wave ABM Platforms paper. Based on this technology, employees of your current and prospective accounts will be presented with display advertisements as they browse the web. As described in The Shift to Intent Based Advertising blog post, employees that are displaying intent signals through their Internet browsing behavior will be presented these advertisements in order to maximize the chances that you are reaching the correct in-market audience. These advertisements can even be personalized based upon the characteristics of the company being advertised to. For example, a Financial Services industry prospect could receive a message and call to action catered to their industry further enticing them to click through, or at the very least remember your brand for the future. That is all well and good, but how do you know if the campaigns are actually performing?
With the Demandbase Campaign Reporting dashboard, you can see a snapshot of the accounts you have advertised to and track their progress through the funnel (per screenshot 1 below). This includes whether or not the account received your Ad, visited your website, engaged with your site's content and ultimately resulted in opportunities. The opportunity and closed / won deal data is automatically calculated when you enable the connection between the Demandbase Platform and your CRM. The platform also allows you to see a view of campaign performance by account including number of users identified, users reached, impressions, clicks and cost (second screenshot below). As an added bonus, through Demandbase's monitoring of more than 150 billion intent signals you can view the top keywords being researched by your target accounts (third screenshot). These are invaluable insights that can help you optimize your paid search and search engine optimization tactics.
How does Demandbase Advertising compare to other channels such as Google Display Network and LinkedIn? The fourth screenshot below illustrates the results from a 2018 test campaign wherein the number of Total Clicks and Target Account Clicks were measured. The Total Clicks metric measures any clicks on the advertisement while the Target Account Click metric measures only those attributed to clicks from your target accounts. The results illustrate that the Demandbase Platform is able to deliver both precision and scale, whereas Google delivers only on scale and LinkedIn delivers only on precision. To learn more about the Demandbase Platform and its Targeting Solution, check out the following link: https://www.demandbase.com/solutions/targeting/
With the Demandbase Campaign Reporting dashboard, you can see a snapshot of the accounts you have advertised to and track their progress through the funnel (per screenshot 1 below). This includes whether or not the account received your Ad, visited your website, engaged with your site's content and ultimately resulted in opportunities. The opportunity and closed / won deal data is automatically calculated when you enable the connection between the Demandbase Platform and your CRM. The platform also allows you to see a view of campaign performance by account including number of users identified, users reached, impressions, clicks and cost (second screenshot below). As an added bonus, through Demandbase's monitoring of more than 150 billion intent signals you can view the top keywords being researched by your target accounts (third screenshot). These are invaluable insights that can help you optimize your paid search and search engine optimization tactics.
How does Demandbase Advertising compare to other channels such as Google Display Network and LinkedIn? The fourth screenshot below illustrates the results from a 2018 test campaign wherein the number of Total Clicks and Target Account Clicks were measured. The Total Clicks metric measures any clicks on the advertisement while the Target Account Click metric measures only those attributed to clicks from your target accounts. The results illustrate that the Demandbase Platform is able to deliver both precision and scale, whereas Google delivers only on scale and LinkedIn delivers only on precision. To learn more about the Demandbase Platform and its Targeting Solution, check out the following link: https://www.demandbase.com/solutions/targeting/
- Demandbase Campaign Reporting Dashboard Screenshots
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