The B2B marketplace is highly competitive, and businesses adopt different strategies to generate high-quality leads. Account-based marketing (ABM) has become one of the go-to strategies in this endeavor. Programmatic ABM acts as a catalyst in B2B lead generation. It is a scalable and tech-driven approach that businesses must adopt for higher conversion rates.
What are the different types of ABM Campaigns?
Let’s discuss different types of ABM campaigns to understand programmatic ABM and how you can use it to generate high-quality leads across the B2B marketing funnel.
- Strategic ABM (Traditional ABM): – Strategic ABM involves one-to-one marketing focusing on individual accounts. It adopts a hyper-personalized approach and focuses on individual accounts with tailored marketing and sales strategies.
- ABM Lite: This account-based marketing approach focuses on a smaller group of similar accounts and is often known as one-to-few marketing. Businesses target a small number of accounts with common requirements and adopt a customized marketing strategy for them.
- Programmatic ABM: It is also known as one-to-many marketing that targets many accounts through automation, leveraging the latest technology.
What is Programmatic ABM?
Programmatic account-based marketing refers to personalized engagement with the help of automation tools to achieve the best results. It is a one-to-many marketing ABM strategy that targets a large audience comprising the ideal customer profiles (ICPs) using the latest technology. It offers businesses economies of scale as they can target a large volume of leads within multiple accounts and gain a high ROI with actionable data insights.
- Discover target audience: The core of this type of ABM program is using technology as an enabler to identify high-value accounts and engage them with personalization. For example, a SaaS company can identify and target leads in the recruitment industry looking for cloud computing solutions for talent acquisition. It can leverage AI-powered intent data to target decision-makers in this particular industry.
- Customized Ads: What does your target audience to see? You want them to receive personalized communication relevant to their needs. Programmatic ABM will trigger dynamic ad placement, ensuring the communication about their desired product or service reaches them. For instance, a cloud computing software provider can target a manufacturing company with inventory management software, predictive maintenance software, etc. Similarly, it can target the hospital and healthcare industry with telehealth software to assist health institutions in prioritizing patient care.
- Intent-data-based engagement: Your ABM campaigns become more successful when you target leads based on their behavior. Have they visited the pricing page on your website? Perhaps they have downloaded an eBook! Programmatic ABM lets you notice these intent signs and respond to the leads’ requirements with precision. Relying on intent data delivers higher conversion rates as you offer what the prospects want! The Programmatic ABM campaign will trigger automated content based on the prospective buyers’ requirements, driving warm and hot leads in the B2B marketing funnel.
Top Reasons to Invest in Programmatic ABM Campaigns
2025 has started to settle in, and it’s time we make the required changes in B2B lead generation to connect with ICPs and convert them into customers. Explore the top benefits of programmatic ABM and its impact on your campaigns.
- Precision-led targeting: AI-powered technology helps identify ICPs and ensure the campaign is focused on the most promising leads. It helps businesses get high ROI from their account-based marketing efforts and optimally utilize resources.
- Personalization: AI-embedded CRMs and data insights understand the prospects’ interests and help the business align its communication with the recipients’ expectations. Be it emails or landing pages, companies can refine every content piece into engaging and highly personalized material that recipients will find interesting.
- Real-time insights: Technology makes the ABM lead generation process smarter. Programmatic ABM lets you monitor the engagement levels of your accounts in real-time, allowing you to refine the campaign to improve the metrics continuously. This is especially helpful in keeping account-based marketing programs on track to derive the desired results.
- Better Results: With technology backing every move of your ABM programs, businesses can tread cautiously, making result-worthy efforts to generate high-quality leads across the sales funnel. Targeting ICPs and personalization increases engagement rates, offering the business development teams a golden opportunity for conversions.
Partnering with Experts to Benefit from Programmatic ABM
When generating leads, you must consider integrating programmatic ABM and ensure that you laser-target accounts that bring more profitability for your business. Connect with our experts and learn how to leverage programmatic ABM to spearhead your B2B lead generation process and generate high-quality leads across the sales funnel. If you have been waiting to overhaul your lead generation campaigns, it’s time to book a free consultation with Markable Solutions, a reliable lead generation agency in U.S.A. Let experts assist you in making your ABM campaigns more fruitful and result-oriented. Let’s get started!
