Hello and welcome back to Messages From Mars hosted by Zozimus Agency. We’re here with episode seven, bringing our expertise from our fellow Zozies to your ears. In today’s episode we will catching up with a member of our digital team, Jay Joseph to talk about our team’s strategy with regard to the updates on website cookies and utilizing ABM for our clients.
Let’s kick things off discussing ABM, otherwise known as account based marketing. To start, can you explain what ABM is? And why we think it’s essential that B2B companies be using it?
So, I mean, it’s account based marketing. Very literally, you’re targeting the account that you’re targeting for your campaign.
An example is very often we’ll get a list of either specific companies. Or specific employees within a company and do our targeting based off of that. It’s really interesting because what we’re able to do is we’re able to either identify individuals, for example, by title within a list of companies.
We might want to get in front of, you know, a CMO, procurement, something like that. If I’m trying to target, if I have my account base list, right, here’s my dream 100 companies or 1000 companies that I’m going to target. I know that procurements say a big part of it, maybe a CMO is a part of it.
As long as you have a reasonably sized list, you can segment that out as many ways as you want to adjust the content or even your bidding strategies.
Can you define some of the best practices of ABM? And can you give some examples of successful ABM campaigns we’ve run for our clients?
I think the number one thing to keep in mind is that there are longer lead times on this and less direct leads on this.
Often it’s not B2C. Somebody is not just gonna, you know, click an ad. There’s going to be multiple stakeholders involved. So probably the number 1 thing to keep in mind is to make sure that you’re covering everybody who is going to be a stakeholder on that decision.
Now, you let the campaigns run for enough time. Typically close within 9 months. I mean, you’re running that campaign nine to 12 months before you’re truly evaluating. That doesn’t mean that you can’t get a sense of how it’s performing in the meantime, but at the end of the day, you know, if you start today, you’re probably on average not closing those accounts nine months from now.
These are targeted accounts. These are typically large sales, right? It’s not consumers, right? So I’ve been able to land one, two, three. It can make a big difference for companies and revenue standpoint, but I think the other part is from, you know, all of our years working in sales and marketing, there’s always this divide between, you know, the, the friction between our marketing department and the sales department and sort of what’s that quality of the leads.
Moving on from ABM, I wanted to touch on the changing landscape of web cookies, especially with the recent changes made by Google.
Can you explain to our listeners the new change that Google announced and how that impacts businesses? Additionally, what do 1st and 3rd party cookies mean?
When you hear about cookies being blocked, almost entirely what they’re talking about is blocking third party cookies. These sort of external tracking cookies that are not helpful to the user. You know, I don’t want to have to log in or redo my settings every time I go to a website, obviously.
So what this is going to do is it’s going to make it incredibly difficult for these third party data aggregators.
You may find that, you know, half of your data, 30 year data is just wiped out of that view because it doesn’t cross those privacy thresholds. So it’s had some big impacts. The flip side of that is that the AI Machine learning is getting incredibly good.
One example I give it kind of goes back into creative insights, right? Clients say, you know, you’re doing these A/B tests. You’re looking at individual audiences, different individual ad copy to target these audiences.
Now that we understand the changes happening, what is the Zozimus strategy in a ‘cookieless’ era?
It was to iteratively optimize for the best combination of creative and targeting to hit those performance metrics that you were looking to hit. So this is what we’re doing on the backend.