Category: Account Based Advertising

5 Best Practices for Targeting Companies with Ads (Account-Based Advertising Success)

In B2B marketing, success isn’t about casting the widest net – it’s about targeting the right companies with the right message. Targeting companies with ads (or account-based advertising) rather than industries means that you can reach the right companies.

Over the past decade, I’ve watched the rise of account-based advertising (or ABM advertising) transform demand generation.

By focusing our ad spend on high-value target accounts, we’ve consistently seen higher ROI and win rates than broad, spray-and-pray approaches.
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May 21, 2025
Getting the most out of retargeting in B2B Advertising

The foundations of successful B2B advertising start with targeting your first party data – data that you own – and the best way to deliver success is with retargeting ads.

Retargeting ads are 76% more likely to be clicked on than a regular ad.
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December 27, 2024
Cookieless B2B Advertising in 2025

It is all change for B2B advertising in 2025. Google is going to ask Chrome users whether they want to block third-party cookies.

We think this will result in the demise of third party cookies as opt-in rates will be too low to make targeting viable. This is what happened previously when Apple blocked tracking on iPhones and Safari.

As a result, cookieless B2B advertising is coming into focus. How do you change your advertising strategy and tactics to handle this change?
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March 11, 2024
The Ultimate Guide to Account Based Advertising/Company Targeted Advertising

Account based advertising aka company targeted advertising allows a marketer to place advertising in front of a specific company on any website that takes advertising – be it the Financial Times, ESPN, HR magazine or in their LinkedIn newsfeed.

A useful ability for any B2B marketer.

This is increasingly required today, as ensuring key accounts are aware of you in a world swamped with content marketing means that standing out is harder. Account based advertising makes you more likely to be considered at the earliest stages when a prospect is trying to solve a problem.
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November 9, 2023
How do you target B2B advertising?

Today, B2B advertising offers many approaches to reaching your target audience. While it has traditionally been much easier for B2C companies (companies that sell to individuals) to target their ideal target audiences, it has been much harder for B2B companies (businesses that sell to other businesses) with a defined customer base to reach their target audience precisely.

B2B companies have niches that are smaller than entire industries and/or company sizes. Their ideal customer profiles are made up of many attributes including industry, company size, current performance, technographics and more.

Today, though it is possible to reach smaller niches and not waste media budget.
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May 20, 2023
How creative is your advertising?

We have been delivering company targeted B2B advertising (or account based advertising) for over 5 years now across the Internet and on LinkedIn.

While demand continues to increase each year – it is the creativity associated with these campaigns that have seen a marked change over that period.
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July 20, 2022
ThinkHuman: Group Dynamics

When we started to pull this series together, we wanted to understand the individual. Specifically, how people consume, engage and buy from companies. The foundations that underpin marketing best practice. And yet, put a group of people together and suddenly the dynamics change.
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January 6, 2021
Launching ThinkHuman: Storytelling

This week we are launching Think Human. It seeks to guide you across multiple episodes on a series of different aspects of psychology and marketing you can adapt to suit the world we are in today.
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November 26, 2020
Riding out turbulence: Using agile marketing to reach escape velocity

Marketers are naturally feeling stressed by the lockdown. Entire plans, campaigns and messaging went out the window. Now is not the time for long term planning.

The environment is constantly changing and I have found that the agile marketing approach is well suited to today and the foreseeable future.
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April 21, 2020
How working from home impacts account based advertising

As the last few weeks have unfolded, marketers have had to react rapidly to a changing environment. Both channel and messaging has had to be changed in a short time.

I was speaking with a former managing consultant last night. She pointed out that two things often happen in times of crisis. First, a greater emphasis is placed on tactics and second, there is an openness to change and doing things differently.

Research is up across the Internet with browsing up 50% according to Vodafone. We have also seen an immediate change in consumption of our whitepapers, with our account based advertising whitepaper the top download these past few weeks.
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April 3, 2020