How Digital Advertising Plays a Key Role in Account-Based Marketing

Jodi Lebow

Director, Demand Generation, VersionOne

Peter Herbert

VP Marketing, VersionOne

Account-based marketing (ABM) isn’t just a campaign or tactic, it’s a company-wide mindset. To actually do ABM and do it well, you must have the right tools in place to reach key decision-makers at best-fit accounts across multiple channels.

Jodi Lebow (Director of Demand Generation) and Peter Herbert (VP of Marketing) at VersionOne will walk through several ways they incorporate targeted digital advertising into their ABM programs to drive engagement, increase velocity, and ultimately grow revenue. They’ll even share one of their highly successful ABM campaigns that incorporated intent data and targeted display advertising.

Key Takeaways:

  • Ways to use digital advertising within ABM campaigns for demand generation and pipeline progression
  • How and why to segment and tier accounts in your ABM programs
  • Data to be learned from digital advertising results
  • Metrics that matter when tracking ABM success

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