We defined two B2B audiences. One target group was existing customers, who were selected from SuperOffice, ie. our CRM, the second target audience was selected from the visits to our website. In other words, not all visitors, but the companies that otherwise met our segmentation criteria. It is precisely the companies in the two target groups that we direct our advertising to. Therefore we have a crystal clear connection between advertising and web page visits. In addition, the reports present what they look at, for how long, how often, and where they come in and out.

Hence we can also adjust our advertising, not just adjust, but optimize. We simply know how the ads work on each company in the B2B target group, and correspondingly what does not work.
Further we send newsletters via MailChimp to people who have signed up, and when those people visit our website, we can also see the personal names in the reports.

Before we started a particular campaign, we discussed the media choice, and we ended up choosing Valoris’ proposal for the wallpaper format at www.borsen.dk, which matches our target and customer groups. Then I selected the companies that were to be exposed to the advertising, and the rest incl. Valoris took care of the contact with Børsen. Valoris matched my selected company names with their huge company database and extracted the iP addresses of the companies. Therefore, only the companies I selected were exposed to our banner.

The advantage of Account Based Advertising is that we as an advertiser can control exactly which companies should see our banner. This, combined with Account Based Website Tracking, meant that the daily reports showed the companies in our target group that had clicked on the banners. I also got info what the target group had otherwise been on www.eg.dk, where we could see what they were interested in.