The rise of Connected Television (CTV) offers new opportunities for Business-to-Business (B2B) brands seeking to enhance their Account-Based Marketing (ABM) strategies. As a marketing approach, ABM has successfully targeted B2B companies and their purchasing committees for decades. By leveraging CTV, brands can navigate away from the escalating costs of traditional digital channels like Google, Meta, and LinkedIn.
The intersection of CTV and ABM remains largely untapped, yet there are indications that it can yield substantial benefits for B2B enterprises with clear objectives. Here are practical steps for effectively incorporating CTV into an ABM strategy.
Understanding Use Cases for CTV in ABM
CTV is not limited to well-known brands like Salesforce featuring celebrities such as Woody Harrelson and Matthew McConaughey. Several B2B sectors have successfully utilized CTV to drive growth, including:
– **B2B SaaS companies:** CTV can build brand awareness in competitive markets, support expansion into new verticals, influence large deals with extended sales cycles, and challenge larger competitors.
– **Professional services firms:** Agencies, consulting firms, and legal practices can leverage CTV to promote thought leadership, reach decision-makers, and create brand recognition prior to sales outreach.
– **Manufacturing and industrial B2B:** Companies in supply chain management and logistics can utilize CTV to engage procurement leaders, recruit channel partners, and raise awareness for new product lines.
– **Financial services and fintech:** CTV can help build trust with CFOs, introduce innovative solutions, and support account-based campaigns targeting enterprise prospects.
Creating Targeted Accounts for CTV
Once the appropriate use cases are identified, the next step involves defining a list of targeted accounts. An ideal CTV partner or platform facilitates the uploading of company lists, aligning with privacy regulations by excluding individual contacts. Through this process, approximately 40-70% of those accounts are matched to households associated with employees from the respective companies.
For brands beginning their CTV journey, it is essential to be strategic with account selection. Starting with a smaller list of high-potential accounts can lead to more effective outcomes. For example, if a brand has 500 accounts on its list, focusing initially on the top 100 accounts can maximize the potential for CTV to influence active deals or warm prospects.
Coordinating CTV with Other ABM Channels
Successful ABM campaigns and CTV advertising both necessitate multiple cross-channel touchpoints to drive conversions. It is important to integrate CTV into a well-planned ABM strategy, as a single ad exposure is unlikely to lead to a closed deal.
One effective sequence might involve launching CTV campaigns targeting specific accounts in the initial weeks. Following this, brands can deploy LinkedIn and display ads to retarget those exposed to CTV ads. Empowering the sales team to mention the recent CTV campaign in outreach can further enhance the presence of the brand in the minds of prospects.
Measuring the Impact of CTV in ABM
While CTV is a powerful tool, it often does not directly lead to conversions. Measurement should focus on metrics that reflect the impact of CTV, including:
– **Account engagement lift:** Did more target accounts visit the website after seeing CTV ads?
– **Pipeline velocity:** Are accounts exposed to CTV progressing more swiftly through the sales pipeline?
– **Deal size influence:** Are CTV-exposed accounts signing larger contracts?
– **Brand awareness:** Do target accounts demonstrate higher brand recall, potentially measured through surveys?
– **Sales conversation depth:** Are prospects more informed during calls, with references to the ads they viewed?
Geo-holdout tests can serve as an effective measurement tool, comparing markets exposed to CTV with similar markets that were not, thereby assessing the overall impact on pipeline and revenue.
The Advantage of Early CTV Adoption in ABM
While CTV is not yet mainstream in ABM campaigns, brands that adopt this strategy early stand to gain significant advantages. As with any ABM aspect, first-party data and precise measurement will be essential for understanding and quantifying the effects of CTV campaigns.
Though the path to success may not be straightforward, brands willing to invest in this approach could find substantial growth opportunities. The potential benefits of CTV in ABM are clear for those prepared to embrace the challenges and utilize this emerging marketing channel effectively.
