Webinar • Aug 18, 2022

Gartner Symposium: Adapting Our ABM Program to the "New Reality" to Achieve a 581% ROI

What will you learn?

How we developed our Person-Based Advertising campaign as a response to Covid-19’s changes
How we effectively used Person-Based Advertising to drive marketing and sales activity through the entirety of the funnel and achieved a 581% ROI by using Influ2

Speakers

Daria Ivanova

Marketing Director at Influ2

Nirosha Methananda

Former VP of Marketing at Influ2

Key Points

[00:29]	On the ABM-induced triple-digit growth that Influ2 has managed to achieve three years in a row
[01:10]	The “New reality” campaign: what goals did the Influ2 team have before launching it?
[03:01]	On creating relatable creatives that really hit the target and adding “spice” to communication
[04:10]	On identifying core verticals to focus on and the analysis that went into it
[06:15]	On the stree stages of the “New reality” campaign — TOFU, MOFU, BOFU — and the creatives and content that each of them offered
[08:16]	On preserving the human aspect in advertising and sales, even when it comes to B2B leads (and the role Influ2’s SDR Stacy and her dog Leo played in the “New Reality” campaign)
[09:06]	On hyper personalized advertising aimed at specific pain points of each of the leads that booked a demo with Influ2
[11:11]	On close collaboration with account executives for creating more targeted messaging
[12:11]	The granular results of the “New reality” campaign: 0,74% CTR and 581% ROI
[13:58]	The key things to know before setting up a hyper targeting campaign: thorough research, marketing and sales alignment, clear understanding of target audience (and critical analysis of every idea)

Key takeaways

Developing a Person-Based Advertising campaign, such as the "New Reality" campaign by Influ2, can be an effective response to the challenges faced by B2B marketers in targeting their core prospects.

Utilizing Person-Based Advertising throughout the marketing and sales funnel can drive activity and achieve significant ROI, as demonstrated by a 581% ROI achieved through the use of Influ2.

Before setting up a hyper-targeting campaign, it is crucial to conduct thorough research, align marketing and sales efforts, and have a clear understanding of the target audience, while critically analyzing every idea.

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