SIZZLING SEARCH STRATEGY: HOW DEMANDBASE OPTIMIZED SEM FOR ACCOUNT-BASED MARKETING

| January 8, 2019

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Can search engine marketing (SEM) target specific accounts and minimize waste from unqualified respondents? It can be done. And we did it. SEM by definition is a top-of-funnel, quantity-focused channel. For many companies, the bulk of the budget goes toward branded keywords. No technology currently exists that uses SEM to target accounts. Yes, there’s cookie tracking, but many people use their personal emails to engage with the sites that populate the cookies, so any match is hit-or-miss for B2B targets.

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Shootsta is the only subscription-based, scalable video solution in the world, educating and empowering brands to create high-quality, cost-effective videos in just 24 hours. At Shootsta, we’ve disrupted the video production industry with our video-at-scale subscription model. Our hybrid product a purpose-built Shootsta Kit, creative training, cloud-based Shootsta Hub and professional editing enables businesses everywhere to shoot, upload and share their 'always-on' video content. With a global team across London, Sydney, San Diego, Singapore and Hong Kong, our goal is to be the change we want to see in the world, by driving video innovation, building a growth space for teams, being a love brand for clients and making video accessible to everyone. So we can all create video stories that resonate.

OTHER ARTICLES

Forget the hype: The virtues of account based marketing

Article | March 17, 2020

Account based marketing (ABM) is a mainstay of the B2B sector. Often most beneficial when dealing with a niche product or service, ABM is especially useful if the aim is to address more than one person or department within an organisation with a tailored message. In basic terms, it involves taking a very targeted, longer-term approach, homing in on selected key accounts that have (or could have) a particular value and then establishing a far broader, strategic engagement with a client. As head of business marketing and customer experience at O2, Zoe Hominick is a keen advocate of ABM as a crucial channel for B2B marketing.

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Using Intent Data Throughout the Customer Journey

Article | April 13, 2020

Intent is an indicator that an account is interested in a certain topic, based on the content consumption of people within an organization. I know that sounds a bit abstract, so let’s look at how it actually works. Let’s say that Gio is looking at some content on marketing attribution. Gio is a Marketing Operations Specialist at Whale Enterprises, and he’s considering buying some new software. Gio’s research is creating intent data that can be tracked by intent providers, who can then let marketing attribution providers know that Whale Enterprises is showing intent to buy a marketing attribution solution.

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How to Approach Demand Gen in Challenging Times

Article | March 22, 2020

The US business climate is being shaken by events at home and abroad, and (as I write this) no-one knows with certainty on top of the risk and strain caused by a global pandemic whether an economic downturn is imminent, or how severe it might be, and for how long. Most B2B marketers we talk to are continuing to plan, develop and execute campaigns and other initatives, for the time being at least. Even then, we’re having many conversations on how clients should approach demand generation strategy in the coming weeks.

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Account Based Marketing: A novel marketing approach, helping enterprises to reap high ROI

Article | February 10, 2020

Conventional Marketing is being gradually replaced by the account level personalisation aka. Account-Based Marketing or Account-Based Selling. It is more than just another strategic approach to marketing helping enterprises to target and acquire high value customers. Adding to this, advances in modern marketing techniques have empowered marketers to embrace the ABM swiftly at a higher scale.

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Spotlight

Shootsta

Shootsta is the only subscription-based, scalable video solution in the world, educating and empowering brands to create high-quality, cost-effective videos in just 24 hours. At Shootsta, we’ve disrupted the video production industry with our video-at-scale subscription model. Our hybrid product a purpose-built Shootsta Kit, creative training, cloud-based Shootsta Hub and professional editing enables businesses everywhere to shoot, upload and share their 'always-on' video content. With a global team across London, Sydney, San Diego, Singapore and Hong Kong, our goal is to be the change we want to see in the world, by driving video innovation, building a growth space for teams, being a love brand for clients and making video accessible to everyone. So we can all create video stories that resonate.

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