Webinar • Jun 04, 2024

Webinar: How to Automatically Personalize the Buyer's Journey with Ads

Speakers

Anna Tsymbalist

Head of ABM at Influ2

Davis Potter

CEO at ForgeX

Key Points

[00:00]	Intro
[01:29]	Why B2B buyers expect personalization
[03:19]	What should personalization in B2B look like?
[05:29]	How to advance ad content at your prospects’ pace
[06:56]	How to use CRM data points and ad engagement for tailoring your ad content for the buyer’s journey stage
[08:59]	How ad content can be applied to different sales context
[09:28]	Value proposition for pipeline generation
[11:10]	Social trust for pipeline generation
[11:41]	Thought leadership for pipeline generation
[14:20]	Sales rep introduction for pipeline generation
[14:58]	Demo show-up campaign for pipeline generation
[15:29]	Demo no-show campaign for pipeline generation
[16:01]	Trust content for deal closure
[17:24]	Use cases for deal closure
[17:48]	Case studies for deal closure
[18:00]	Stalled opportunities revival for deal closure
[18:51]	Objection-specific campaigns for deal closure
[19:23]	Adoption campaigns for post-sale expansion
[20:29]	New feature/add-on announcements for post-sale expansion
[20:52]	Case studies from similar industries for post-sales expansion
[21:00]	Event promo for any stage
[21:24]	How personalizing ads for the buyer’s journey impacts business results
[22:12]	Q&A: How do reviews perform from an ad investment perspective?
[24:44]	Q&A: What tools should one use to automate and trigger the ads?
[25:22]	Q&A: Is it a heavy lift to create all these content types?
[25:15]	Q&A: The technology behind targeting accounts across many platforms
[29:47 ]	Outro

Transcript

Thank you everyone for joining. We're psyched for another ForgeX ABM workshop. And today we have back.. For round 2, we've got Anna Tsymbalist, who is the Head of ABM over at Influ2. And today, we're going to be chatting all about how to personalize your ads at scale automatically. And the big emphasis on this webinar is very much around real world practical examples that you can steal. Format for this as well is very relaxed. Toss your questions in the chat. I'm going to be interrupting Anna all throughout with a few questions and we want this to be as conversational as possible. So Anna, I'll pass it over your way for a quick intro and to kick this off.

Okay. Thank you for the intro, Davis. So I've been running ABM at Influ2 for more than a year and I joined the company more than two years ago. And today, I am going to share some of the things that we came up with throughout the years. And keep in mind that all of the examples that I'm sharing have been tested in the trenches, we've used them on our audience. And this is just our understanding of how you can use ads to personalize the buyer's journey.

Key takeaways

The traditional B2B approach of sending generic ads to entire buying committees doesn't work as well as personalized messaging tailored to the different needs and journey stages of individual buying group members.

By using CRM data points and ad engagement as triggers, companies can automate ad campaigns that deliver the right message at the right time throughout the buyer's journey, from initial awareness to post-sale adoption.

Next Webinars

Winning Pipeline in Today’s Market

Building Champions Who Will Get The Deal Done For You

How to Create a Truly Coordinated Sales and Marketing Program, with Scrappy ABM & Influ2

Ads that help you sell

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