A Guide to Digital Advertising

Identify Your Audience

To have the greatest advertising impact, your campaigns must reach the right people.

Develop a Targeting Strategy

Before creating your intended advertising audience, start by defining your Ideal Customer Profile (ICP). Your ICP narrows down the type of company that would benefit from your product, based on industry, geography, size, and more. Make sure your ICP includes accounts that are not only relevant to your business and products, but also high-quality and more likely to convert.

Within those accounts, make sure to target members of the buying team who will have a say in whether to invest in your solution.

Get a Leg Up

With the right account intelligence tool, revenue teams can gather even deeper intent insights for reaching the highest priority buyers, like:

• Technographics (state of their current tech stack)
• Trends in the market (new competitors, economic shifts)
• Intent signals (what companies are researching)

You can then use this information to determine your in-market ideal customer profile (IICP): a group of prospects that are likely to buy your solution — and buy now. With a defined IICP, you not only know what content to serve certain members of your audience, but you’re also empowered to focus efforts on the most timely opportunities.

Segment Your Audience to Create Personalized Experiences

Generic advertising leads to lackluster results. Eighty percent of buyers say they want personalized messages from marketers and sellers. You can meet that desire by segmenting your audience into those with common attributes and interests, and then delivering different user experiences that are tailored to the buyers.

It’s not just the ad that should be personalized; personalize the landing page, as well. Put yourself in your audience’s shoes: you wouldn’t want to be enticed with a highly personalized ad that then takes you to a generic page aimed at the masses. The content of the landing page should speak to the same persona as the ad, reiterating and furthering the ad’s promise. 

AI tools like ChatGPT can help you come up with ideas for content variations. Try giving it an example of your ad text and asking it to generate five variations.

Similarly, tools like Canva and Creatopy can make it easier to quickly create multiple banner ads for A/B testing.

How Much Personalization is Too Much Personalization?

Base your content on audience needs, concerns, and stages — and make personalized variations different enough that you can identify what works and what doesn’t.

It’s easy to get carried away with segmentation and personalization. Creating individualized campaigns for all accounts is cumbersome, time consuming, and a nightmare to keep updated. Save that effort for your absolute biggest logos. 

For everyone else, take advantage of dynamic segmentation, which is available within some AI-powered AMB platforms. Dynamic segmentation evaluates real-time intent data and assigns contacts to specific campaigns that match their account’s current research. 

For example, you might have campaigns created for accounts that are researching certain keywords, and who have reached specific buying stages. Dynamic segmentation can automatically shift your audience segments into campaigns that match their current research patterns.