Thinking about 'Always On'

Carla Whyte

Hi all,

Me again! Looking for some inspiration around 'always on'. We're very early in our journey and we're testing with 4 industry & 3 use cases.

Marketing in this way is very new to our business - we didn't actually have any industry campaigns before this, so we're pretty short on content.

Interested to know if anyone has successfully set up an 'always on' campaign at Brand level or Line of Business level as opposed to product or industry?

Thanks

Carla

Heather Foeh

@Carla Whyte You might get some ideas from the presentation by the team at Blue Yonder at Breakthrough called "Always On Global ABM". That link is just for the slides but I have a feeling that @Austin Hellman would be very open to answering any questions you have about it!

charlotte.spangler

Hi Carla- our always on campaigns are stage-based, not industry or product based. We use value props or content that's associated with each stage.

Carla Whyte

@charlotte.spangler thanks! We have upper, middle & lower funnel content in our campaigns right now, so probably similar to yours. Are your keywords focused on a specific solution, product or industry?

charlotte.spangler

@Carla Whyte we are tracking keywords for solutions products and industries yes. But not necessarily using them in ads right now! We also dont have a ton of industry-specific content, so that holds us back. But we're working on it

Carla Whyte

@charlotte.spangler thanks - good to know we're not alone!

Jojo Du

We have always-on, retargeting campaigns targeting website visitors from accounts with open pipelines with us. We send them ads about our differentiators, e.g. our values, how we work, client testimonials. I highly recommend this approach! You can also push the 6sense segment into LinkedIn Advertising and run ads both via 6sense and on LinkedIn.

Austin Hellman

@Carla Whyte @Heather Foeh Happy to answer any questions if you have them!