The self-service ABM feature allows marketers to run their own hyper-targeted campaigns on-demand with the NetLine Portal
Marketing Technology Provider, NetLine Corporation launched the first of its kind self-service Account-Based Marketing (ABM) capabilities within its content syndication lead generation portal for B2B marketers.
ABM is one of the suites new enhancements to the self-service NetLine Portal that allowed B2B marketers to upload a white paper and select their targets at comparatively lower fees and no contracts. The NetLine portal was launched a year ago.
With self-service ABM, marketers can run their own hyper-targeted campaigns with the NetLine Portal by uploading a list of specific companies along with their content. These campaigns reach intent-based audiences at the scale necessary to meet lead generation goals. Marketers need to pay only when they obtain leads from those companies.
Robert Alvin, CEO, and Founder, NetLine Corporation, examined: “We’re concerned that B2B marketers are restricting their ABM efforts to display advertising and retargeting because more advanced tactics such as native content syndication are less accessible and more complex. This launch is focused on delivering a sophisticated yet simple to use ABM solution to enable all B2B marketers to run a content powered ABM strategy.”
The NetLine Portal release featured a suite of hyper-targeting enhancements that includes account-level targeting, account suppression, and advanced custom question creation. In addition, it includes deeper levels of lead filtering by job area and company industry.
On the heels of the launch, David Fortino, Senior Vice President of Audience and Product at NetLine Corporation, spoke exclusively to MarTechSeries to provide insights on the product
MTS: Account-Based Marketing has been around for quite some time, what makes this product release and the NetLine Portal unique?
David Fortino (DF) – Everything. Up until now, ABM has been executed via two primary paths:
- Extensive contractual commitments with ABM platforms focused on reaching your target accounts via display ad units.
- Social Retargeting via Twitter, Facebook, and others. Yet again, focused on reaching your target accounts via display ad units.
At the very moment, the Display side of our wonderful industry is suffering from a number of rather substantial issues including, but not limited to, banner blindness, bot inflated traffic, transparency issues, and ad blockers. With that being the case, how is that we’re supposed to believe that by simply adding ABM targeting your campaign will magically bypass those chronic and systemic issues? Don’t be played for a fool.
Our DNA is rooted deeply in Content Marketing. We attacked the ABM needs of our clients from a ‘content-powered perspective. Why relegate your ABM strategy to placements that are otherwise, ignored (if not worse) when you can deliver your message to your target accounts directly as they are researching other related materials (white papers, eBooks, webinars, etc.)?
MTS: What does a content powered Account-Based Marketing campaign look like?
DF – Native and Cost per Lead. Quite simply, it’s nothing like the various other vendors servicing the Display side of the market. You don’t need banner creative, landing pages, etc. You simply need to bring your target account list and you’re already produced long-form content (think eBook or white paper). From there, you upload your target account list, select additional filters pertaining the job level and job function of your prospects—and our AudienceTarget™ content recommendation logic does the heavy lifting from there.
Let’s get mindful and do some visualizations. Imagine for a moment if you could guarantee that your content would be exposed to professionals working at your target accounts while they actively research business-related topics. No banner ads, no bogus irrelevant website placements, no bots driving traffic to your landing page that you’re paying for on a CPC or CPM basis – we’re talking real B2B style intent.
The exact target prospect working at your defined account is actively downloading a white paper on Topic X, wouldn’t you like to be there at that very moment to metaphorically say, “Hey, while you’re at it, I think you’d also find my report really interesting, here’s a copy?” WHAT MARKETER WOULDN’T WANT THAT?
That’s what content powered Account-Based Marketing campaign looks like.
MTS: Now that you have made Account-Based Marketing campaigns self-service, how would a marketer create a campaign?
DF – Simply create a free NetLine Portal account and click ‘Create LeadFlow’ to start the campaign build process. When prompted in the Filter step, upload your Target Account List, and you’ll dynamically see the # of recognized companies in our universe that we will target. Proceed from there and submit your campaign. No subscription fees, no contracts, no IO’s…just straight-forward and on-demand access to the largest content powered B2B ABM lead gen platform on the web.
MTS: Should all marketers be using Account-Based Marketing in their lead generation strategy?
DF – Yes, as part of a balanced strategy with a major caveat. Truly take the time to understand the needs of your target prospects before attempting to execute an ABM campaign. By the very nature of the model, you are hand picking these accounts as your best chance opportunities at showing alignment and winning their business. A poorly executed content strategy that misses the mark has the wrong voice, and/or hits the wrong influencers within the organization will immediately tarnish your perception in the eyes of your coveted target accounts. Slow down, think about what you are doing, and then execute. Don’t let the sexiness and echo-chamber of our industry force you into launching an ABM campaign without the proper foundation work being made.
If you’d prefer, start with targeted content syndication lead gen in the portal and work your way up to ABM. Plus, we have a team of experts to discuss your strategy with you if needed.