How do you use ads to target buying teams at specific companies?
Now, how do you do that without overspending on cost-per-click (CPC) while boosting your click-through rate (CTR)?
You might narrow in on your ICP with more tailored messaging…
But what if your CPC is still too high and brings only average CTRs?
This is the challenge that AltiSales faced three months ago with their ad campaigns. So, they came to Advertaze for support.
Who is AltiSales?
Altisales is a global professional service and consulting company headquartered in San Francisco. They help B2B businesses build, improve, and scale their SDR teams.
Despite the company’s extensive sales background, its marketing team had trouble maximizing advertising efforts. AltiSales knew their target clients were on LinkedIn, so they launched multiple ad campaigns to reach them. They started with lead generation forms, CTAs, and carousel ads to a targeted list of accounts and focussed on specific buying titles from specific industries.
But they weren’t getting enough meetings booked to justify the cost.
Even after homing in on their ICP and tailoring broadcast messages to appeal to them, AltiSales saw a CTR of 0.53% and a CPC of $14.57. Yikes. But why?
Three Problems with AltiSales’ Ad Campaign Strategy
First, they were spending thousands of dollars on traditional advertising without generating high enough click-through rates, conversions, or booked meetings to justify it.
Second, their SDRs were missing valuable advertising performance metrics to help strategize their efforts. In other words, the outbound SDR strategy was siloed from the inbound ad strategy. They weren’t working together.
Third, their ads weren’t personalized at the account level. AltiSales was sending out ads that addressed a pain point. However, Shannon Ronalds, founder of Advertaze, explains that their ad strategy was similar to “fishing with a wide net.” You can catch all sorts of fish (accounts), but that big net isn’t targeted, personalized, or designed to catch your biggest accounts.
We needed to help AltiSales personalize ads for single accounts, connect their siloed demand generation and marketing teams, and book more meetings with high-interest leads.
Our Approach:
We help B2B businesses move from limited persona-based messaging to scaled, personalized, highly targeted account-based messaging.
How?
One-to-One Account-Based Ads
First, we create individual ads for individual accounts.
See the difference between the two ads above? You might see a couple of word switches.
But you’re looking at much more than that.
Personalization can bring you 40% more revenue, as per a McKinsey report, than competitors that pump out generic messages.
And if you neglect to address your prospects with the warmth and effort personalization conveys? You’ll upset 76% of them.
Now, disappointing potential new customers should encourage you enough to adopt personalization. But if that’s not enough, consider the data that comes with it.
The first option doesn’t show who clicked on the ad, making it trickier to target single accounts with higher interest (more on that later). But the second option shows the number of times the target account, Relicx, clicked their ad! That vital information gives you valuable insights into a prospect’s interest. And you can use more specialized tactics to target them.
Ads become an outbound strategy, allowing sales reps to start a conversation rather than wait for one.
Micro-Audience Targeting
Personalization? Check. Next, we display those personalized ads exclusively to each account’s buying team. Instead of blanketing our efforts to the entire organization, we target the decision-makers.
Your personalized ad makes it to the radars of a selected few employees with buying titles versus an entire department or company.
Imagine you spend weeks perfecting a personalized ad campaign, only for your target to miss it? In enterprise sales, it’s not enough to reach one or two champions. You need to reach all 20 team members that have a say in the next purchase.
Our micro-audience targeting ensures every employee with influence recognizes your brand and gets your message. You don’t miss even a single employee with buying influence.
High Performing Account-Based Landing Pages
So, the buying team sees your ad!
But scoring the click isn’t enough. If you invited a guest over for dinner, would you ask them to set the table and peruse your fridge? Of course not — you’d take their coat, walk them to their seat, and serve them the delicious dinner you’ve spent all afternoon cooking.
The ad is your prospect’s entrance. We continue our excellent hosting skills and personalization with an account-based landing page. The new visitor feels welcomed and lingers longer on your landing page.
See this landing page above? Without Advertaze there’s absolutely no personalization for the prospect. They can’t visualize your services helping them. Plus, the long form poses a burden and friction between your company and the account.
Let’s tweak that a bit.
Now, you already know who landed on your page. Look at what awaits them: a warm welcome and less work with a shorter form to fill out.
With Advertaze’s account-based landing pages, you’ll already know the company information. This drastic reduction in friction alleviates pressure and encourages your new lead to engage with you.
Advertaze’s Step-by-Step Implementation for AltiSales
Here’s how we implemented our account-based ad creation process for AltiSales.
Step 1: Personalized the ad campaign with account-based ads
After consulting with AltiSales, we set up their target audiences.
Then, we generated powerful copy that addressed unique accounts by company name and directly stated their pain points. One ad for each target account — unparalleled personalization. Here’s an example with one prospective account, Relicx:
We helped AltiSales effectively get in front of more conversion-likely accounts, including Relicx.
Now, we just needed to ensure the decision-makers at Relicx saw our ads.
Step 2: Targeted audience at a micro level
We weren’t haphazardly plugging ads just anywhere. Sure, you might catch an employee’s attention from a target company. But are they customer service representatives or executive leaders with buying power?
We ensured that the only people who saw the ads had buying titles at the selected target accounts, like Relicx. This micro-audience consisted of about ten people versus the entire company.
Step 3: Posted the ads on 1,000’s of reputable sites
Our ad placements started on LinkedIn, but we know decision makers and buying title executives visit other websites too.
So, we showed that same ad to the same targets on thousands of other websites and apps that are a part of LinkedIn’s audience network for extended reach of sponsored content.
Step 4: Created two new outbound sequences
Remember how AltiSales’ ad strategy was an inbound effort completely siloed from their SDRs’ outbound efforts?
Their outbound (SDR) staff worked tirelessly to get conversions. Unfortunately, they couldn’t maximize efforts without the performance data from the other silo.
Here’s the thing: targeting by account still isn’t enough for the tightest, tailored strategy. We’ve learned that the best time to take action is when the account is showing signs of intent.
We helped SDRs see each account’s performance metrics for the first time, surfacing accounts with higher interest levels.
Advertaze used intent signals at the account level to eliminate the waiting time for AltiSales’ SDRs to pounce. We automated notifications for each SDR (the account owner) every time a specific account clicked on our ad a set number of times, as shown below:
Now, the SDRs had valuable insights to help prioritize their efforts. They could see which accounts clicked on the ads the most. Since these accounts were more interested in the offer, it means that they were also ripe for conversion.
So, AltiSales had two new versions of their outbound sequences.
The first was a general outreach strategy.
The second was more targeted. It used a higher level of personalization, even alluding to the personalized ads the prospect would have seen. Again, the data supported and justified the extra time spent on higher-interest prospects.
Results
Advertaze’s account-based ads, micro-audience targeting, customized landing pages, and intent-based alerts achieved impressive results for AltSales:
- SDR team’s meeting bookings increased by 20%.
- CTR increased by 513%, from 0.53% to 3.26%
- CPC decreased by 77%, from $14.58 to $3.28.
“We tried everything to maximize the effectiveness of our ads by tweaking one small detail after another — but in the end, integrating our scaled, personalized ads into our outbound process changed the game for us. A huge thanks to team Advertaze!”
-Tito Bohrt, CEO, AltiSales
Ready for Soaring Booking Rates and Hyper-Targeted Leads?
Why spend a fortune on giant ad campaigns that miss conversions from target accounts?
As it stands, you have no clue who’s clicking on your ads. And that mystery stabs your inbound and outbound marketing strategies with misaligned goals and uninformed efforts.
It’s time to fuse your ads and SDR teams into a highly effective meeting-booking, lead-generating machine. We’re going to turn up the volume on your brand and crush your sales goals with personalized, account-based ads.
Ready to chop your CPC in half while multiplying your CTR?
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