Generally speaking, there are two ways to run ABM ads: by matching contacts, and by matching accounts.
If you have a list of contacts you want to serve ads to, you use that list for advertising via an ABM ad platform; if you have a list of companies instead, then you enter those in your platform.
Both approaches are valid, but each has its pitfalls as well as its own set of metrics—match rates—to monitor.
Check out the infographic for more:
You may like these other MarketingProfs articles related to Account-Based Marketing:
- Why ABM Should Be Supported—Not Driven—by Tech and Demand Gen
- How to Revolutionize Your ABM Strategy With Chatbots
- Are B2B Firms Dedicating Staff Exclusively to Account-Based Marketing?
- How ABM Automation Can Change Your Sales Process Forever
- How to Drive Key-Account Growth With Omnichannel Account-Based Marketing
- Time for an ABM Tune-Up: Seven Q4 Tips for B2B Marketers