Kwanzoo ABM Best Practices Guide

KWANZOO BEST PRACTICES:
ABM Advertising, Retargeting,
Website Analytics, Sales Insights
Our goal with this guide is to help customers make the most of their investment in Kwanzoo’s
platform and ABM solutions, achieve high ROI and drive more pipeline and revenue.

1. INTRODUCTION
2. WHAT IS PROGRAMMATIC ADVERTISING,
AND WHEN DOES IT WORK BEST?
3. HOW DOES PROGRAMMATIC
ADVERTISING COMPARE WITH OTHER
PROGRAM OPTIONS?
4. THE ADAPTIVE ABM PROCESS
5. ABM ACCOUNT SEGMENTATION
6. MEDIA PLANNING & BUDGETING
7. PROGRAMS, CAMPAIGNS & CREATIVE
8. AD SERVING BEST PRACTICES
9. ABM REPORTING BEST PRACTICES
10. BEST PRACTICES & GUIDELINES FOR
MARKETING AND SALES OPERATIONS
11. BEST PRACTICES FOR SDRs AND BDRs
pg 2
3
3-4
4
4-10
10-11
11-13
13-15
16
16-19
19-20
20-22
Table of Contents

This document covers the best practices as customers deploy Kwanzoo’s ABM solutions -
ABM advertising, ABM retargeting, ABM website analytics and ABM insights for Sales teams.
It is designed for a quick read of relevant topics by relevant B2B marketing and sales l
eaders and operational staff. Our recommendation is to quickly browse through the List of
Topics, identify specific topics of greater interest, and dive into those sections.
KWANZOO BEST PRACTICES:
2. WHAT IS PROGRAMMATIC ADVERTISING, AND WHEN DOES IT WORK BEST?
1. Introduction
KWANZOO BEST PRACTICES
ABM Advertising, Retargeting, Website Analytics, Sales Insights
As a demand gen or corporate marketing leader you will want to know when exactly
programmatic ABM paid media programs are a better investment than the many other
marketing program options available to you. We also cover how a detailed understanding
of anonymous buyer journeys from target accounts can inform both your marketing
program design, as well as improve sales productivity. These unique insights can help
you with content planning, content organization across digital channels, and help make
smarter program investments. If your role is in website or marketing & sales data analytics,
sales and marketing operations, or media and ad operations, you will learn how new
insights on anonymous buyer journeys across paid media, website, conversational
marketing, and related digital channels can complement what you get today from key
infrastructure systems such as your marketing automation platform (MAP).
Our goal with this guide is to help customers make the most of their investment in Kwanzoo’s
platform and ABM solutions, achieve high ROI and drive more pipeline and revenue.
Programmatic ABM advertising is display advertising delivered strictly to a set of target accounts
(or companies). The ads are delivered to a set of target buyer personas (e.g. VP of IT, Director of
Sales) when cookie-based targeting data is available, or to all employees of a specific Company,
using IP address blocks, in certain global geos and markets, where cookie-based reach is not
available. The targeting data comes from a range of third party data providers, and is deployed
through a range of media or ad buying systems to serve out the ads.
pg 3

Kwanzoo offers an “Adaptive ABM” solution, which is a superior approach to ABM advertising and
retargeting, ABM website analytics, and ABM reporting and insights for Sales teams. Our platform
and process is designed to fit right into a B2B enterprise’s marketing and sales technology stack,
while helping customers optimize the ROI from their current marketing program mix. We offer
full transparency as to the specific third party data sources and providers that are used for each
of your major global markets and geos. We integrate across the tech stack, to flow and feed account
level engagement data wherever it can impact and support more efficient marketing and sales efforts,
and support better utilization of your available paid media spend.
Programmatic ABM advertising works best for mid-to-large B2B enterprises, as well as B2B SaaS
businesses, that offer products and services with annual contract value (ACV) of $20,000 or more,
with target buying groups of 3 or more buyers. Sales cycles can be anywhere from 60 days to 18
months.
3. HOW DOES PROGRAMMATIC ADVERTISING COMPARE WITH OTHER PROGRAM
OPTIONS?
The visual below shows how programmatic ABM advertising is an effective way to engage hard-to-
reach senior and executive buyers, across all your buying groups at target accounts. These relative
costs are based on real campaign metrics for all the major marketing program options pursued
across several major B2B enterprise customers.
2. WHAT IS PROGRAMMATIC ADVERTISING, AND WHEN DOES IT WORK BEST?
4.1 ABM Advertising
ABM advertising is designed to bring “net-new” buyers who match your buyer personas of interest,
from a set of companies that your Sales team cares about, directly to your website. It works well as
“air cover” for your Sales team, so they are more likely to see responses to their Sales emails and
phone calls. It also provides some very unique engagement data and insights for Sales. You can also
use ABM advertising to increase your penetration at existing customer accounts.
pg 4

Another early step as you prepare to launch an ABM advertising or retargeting program is deciding
on the creative and content offers you will want to take to market through your ads. Our platform
supports mapping or associating each creative with a specific product/solution. This becomes
important as you look to deliver key insights to your Sales team once you have your ABM advertising
and retargeting programs operational.
Once you sign up with Kwanzoo, we will provide a website visitor tracking (WVT) tag, that can be
added into some or all of your website pages. This tag allows Kwanzoo to track all account-level
engagement across your website pages. Our platform also allows you to map or associate your
website pages with specific products/solutions. You can additionally map or associate products/
solutions with Account Owners in your Sales team.
You can use Kwanzoo’s global account targeting capability to reach and engage accounts across
North America (NAM), EMEA, UK, APAC, LATAM and more. As you consider targeting options, with
Kwanzoo you can target buyers by Seniority (or Job Level) such as Director or VP, Department (or
Job Function) such as Marketing or Finance, Topic of Interest (e.g. Cloud Security). Your Kwanzoo
Customer Success (CS) contact can help you understand the available reach across a set of accounts
for your specific buyer personas of interest, in advance of launching your programs. You can then
utilize the reach data, along with other data (e.g. intent) to finalize your account selection and
segmentation. As our Customer, you would provide the list of accounts and buyer persona
definitions to the Kwanzoo CS team. We take care of sourcing matching third party audience
data (cookies, IP address blocks) to support your ABM programs and campaigns.
Step 1: Global Account Targeting and Buyer Persona Definition
Step 2: Program & Creative Setup and Website Tracking
As a customer you have a choice of going into the platform and setting up and managing your
programs and campaigns and creative on your own, as a self-service initiative. Alternatively, you can
provide the ad creative, landing page URL, UTM parameter definitions to your Kwanzoo CS contact
who will assist you with quickly deploying your ABM ad and retargeting programs, and get them
ready for launch. Prior to launch, you should also ideally deploy our Website Visitor Tracking (or
WVT) Tags on your website and any relevant microsites in order to track not just ad clicks, but
additionally all website visits from your target accounts.
pg 5

As you focus your internal team on deploying the WVT Tag, as well as work on your creative and
landing pages, your Kwanzoo CS contact will coordinate with 3rd party data providers to apply filters
for all relevant buyer personas that you have previously provided to Kwanzoo (see Step 1 above).
We would prepare your ABM audience (a pool of online cookies or IP address blocks) and get them
ready for launch.
Finally, once all of your creative has been uploaded into our platform, the Kwanzoo CS team will
validate and get approval of the creative from our media buying partners (also known as demand
side platforms or DSPs). The ad tags generated on the Kwanzoo platform are set up with our DSP
partners for serving out ABM ads. As the ads are served, we collect account-level ad engagement
data that is then connected with other points of engagement (e.g. on your website from the same
buyer, through your live chat tool such as Drift, in your Google Analytics tool that tracks time on site
from different users). We feed the engagement data into your Salesforce CRM, so your SDRs and
BDRs have actionable intelligence right in their account screens within Salesforce CRM.
.
Step 3: Applying Targeting Filters
Step 4: Program Launch and Reporting
4.2 ABM Email Retargeting
Kwanzoo has recently introduced a new ABM solution offering, called ABM Email Retargeting. This
program complements our ABM Advertising solutions with a different approach to targeting accounts
and buyers.
.
While ABM advertising programs use third party cookie and IP-based targeting data, ABM email
retargeting programs use real “emails” of target buyers which are matched to online cookies to target
those buyers. ABM email retargeting provides greater precision for targeting. However they can
typically reach 12% to 18% of a B2B buyer audience. We are testing newer email-to-cookie match
partners to increase the match rates. In the meantime, we recommend ABM advertising for greater
scale and reach into a set of target accounts and buyers.
pg 6

It’s critical to identify a clear marketing program goal that determines the specific accounts and
buyer personas that you would target through an ABM advertising or email retargeting program.
As the visual above shows, examples of program goals are:
4.3. How Do ABM Advertising, ABM Email Retargeting and LinkedIn ABM
Complement Each Other?
ABM Advertising, ABM Email Retargeting, and Linkedin ABM can all deliver on targeting key buyers.
They are best suited for specific buyer personas, and offer different levels of reach across a buying
group and scale across accounts and buying groups. ABM Email retargeting is the most precise for
targeting key buyers, as it is an email address match to a cookie. That said, this program offers
moderate reach and scale. ABM advertising using third party cookies and IP-based audiences is the
most scalable. It offers broad reach into the entire buying group, and is not just limited to a few
individual buyers. Linkedin ABM is more expensive, but can be well worth the cost for deeper
engagement with key individual buyers. In many Sales cycles, these would be your decision makers
who you want to ensure have consumed your content and are very familiar with your brand. See the
visual below to understand which program option to use based on your specific goals and needs,
and how to allocate budget across these options.
• ABM for Sales: provide display “air cover” for specific accounts identified by the Sales team
• Intent-Based Marketing: prioritize accounts using ranking and scoring from third party intent-data
providers, who deliver specific accounts that are showing “interest” in certain topics (i.e. products or
solutions) based on content consumption. Some of our customers use multiple intent data providers
to prioritize their account lists using a consolidated score or rank.
• Opportunity Marketing: target accounts that are late stage in the sales pipeline. Use display
advertising as a way to drive deeper awareness and engagement across the buying group at the
account.
• Competitive Take-away: Here all you would need to do is provide us with a list of your key
competitors. We will handle sourcing their customer lists (accounts), and then build an ABM
audience to target all the key buyer personas at those accounts.
• Complementary Tech Marketing: You may find in some instances that your product/solution
delivers compelling value when used alongside certain complementary partner solutions. Here you
would target customers using the partner products, with messages about your product/solution.
Our visual above shows a step-by-step process flow while executing an ABM email retargeting
Program. We start with defining a Program Goal (step 1). This is followed by defining the Buyer
Personas that need to be targeted. A couple of the program options require sourcing accounts of
competitors or partners. For all of the different program goals, Kwanzoo CS will source the relevant
contacts’ email data via our third party data partners (step 3), match these emails to online cookies
(step 4), which are then mapped to ABM audience segments (step 5). These segments are targeted
with relevant ABM ads (step 6) provided by the customer and set up in the Kwanzoo platform.
Finally, engagement data from these ABM programs is delivered into Salesforce CRM, mapped
into Google Analytics, Customer data lakes, CDPs, AWS and other destinations, to provide valuable
insights for sales outreach by your SDRs/BDRs and sales reps.
pg 7

4.3. How Do ABM Advertising, ABM Email Retargeting and LinkedIn ABM
Complement Each Other?
We recommend building out a master target account list for your site retargeting programs, as well
as monitoring all incoming visitors to your website against your master account list. Some companies
call this their Ideal Account Profile (IAP) list, or Ideal Customer Profile (ICP) list.
4.4 ABM Site Retargeting
Kwanzoo’s ABM Site Retargeting allows you to focus your retargeted ad delivery strictly to relevant
buyers from your target accounts who visit your website. This allows you to optimize your media
spend and make your retargeting program much more effective.
Most marketers understand standard site retargeting. Here you would serve retargeted display ads to
prospective buyers who visit your website. One of the issues with retargeting as it is done today, is
that it can only be filtered to visitors to specific sections of your website, instead of being filtered based
on who the visitors really are. A website visitor from a target account might be more interesting to your
company,while a job seeker may not be someone you would want to reach out to with retargeted ads.
We recommend building out a master target account list for your site retargeting programs, as well as
monitoring all incoming visitors to your website against your master account list. Some companies
You can load your master account list in one of two ways:
1) Sync your Salesforce account lists with your Kwanzoo “integration” marketer account
(called your I-Marketer account), or
2) Upload your master target account list directly into the Kwanzoo I-Marketer account for your
company in a csv file format (you can use the Kwanzoo account list upload template here.)
Note: Kwanzoo recommends syncing directly between your Salesforce and Kwanzoo account lists to
allow the best possible engagement reporting data flow back from Kwanzoo’s marketer accounts into
your Salesforce user accounts that are assigned to your SDRs, BDRs and sales reps. This provides
direct visibility for your sales team into each account screen, with anonymous buyer and relevant
contact engagement provided for each account.
pg 8

4.5 ABM Website Analytics
Kwanzoo’s ABM Website Analytics helps you understand buyer journeys through your website
pages while mapping individual buyers back to a target account, and additionally capturing buyer
interactions on display ads, live chat tools, and more.
Note: Kwanzoo recommends syncing directly between your Salesforce and Kwanzoo account lists to
allow the best possible engagement reporting data flow back from Kwanzoo’s marketer accounts into
your Salesforce user accounts that are assigned to your SDRs, BDRs and sales reps. This provides
direct visibility for your sales team into each account screen, with anonymous buyer and relevant
contact engagement provided for each account.
The Kwanzoo platform captures details of each activity type (ad click, a website visit, a live chat or
a form fill) along with the date and time when the activity was recorded. We also report on the
products or solutions page where buyers are showing interest, along with the geo location of the
buyer. All buyer interactions are tied back and rolled up into account level insights across buying
groups for Sales.
The visual below shows one form of report (a triggered email report – that requires no Salesforce
integration) that is available to Marketing and Sales teams. These reports are typically scheduled
for weekly delivery of all new account-level engagement across all buyers from that Account.
pg 9

5. ABM ACCOUNT SEGMENTATION
One of the most critical elements of a successful ABM program execution is selecting the right set of
accounts that best align with a specific marketing goal or objective.
ABM Website Analytics requires deployment of the Kwanzoo Website Visitor Tracking (WVT) tag.
The tag can be placed on selective sections of the website (for very large websites with 100Ks to
MMs of visitors) or across the entire website.
4.5 ABM Website Analytics
5.1 Account Segmentation by Marketing Objective
In Section 3.2 ABM Email Retargeting, we discussed a few different types of programs that fit a
specific marketing objective:
Capturing and reporting on live chat interactions within this Account-level engagement report
requires setup of Kwanzoo’s integration with Drift. For more please review the Kwanzoo-Drift
Integration Guide.
• Sales Sourced Accounts
• Intent-Based Marketing
• Opportunity-Based Marketing
• Competitive Takeaway
• Complementary Tech Marketing
Some of these programs can additionally be segmented based on additional goals:
• Net New Acquisition - we may start with a list of accounts that are all “green field” for your company,
where the customer does not yet have any of your products. And these green field accounts themselves
may be Sales Sourced Accounts.
• Up Sell/Cross Sell - here we may focus on a set of existing customers, with the goal to push messages
around the most likely additional products of interest to each of the customers.
Kwanzoo’s ABM Website Analytics can also be configured to push account-level insights from
Kwanzoo into Google Analytics. Many marketers use Google Analytics to analyze their site traffic.
The Kwanzoo – GA Integration facilitates deeper analysis of traffic quality. For instance, you can
better understand what % of traffic to your site is “on target” from accounts that Sales cares about.
You can also get a sense of brand awareness, expressed interest and content consumption across
different industries (Software, Healthcare), company segments (Enterprise, Mid-Market) and more.
Kwanzoo’s ABM Website Analytics can also be configured to push account-level insights from
Kwanzoo into Google Analytics. Many marketers use Google Analytics to analyze their site traffic.
The Kwanzoo – GA Integration facilitates deeper analysis of traffic quality. For instance, you can
better understand what % of traffic to your site is “on target” from accounts that Sales cares about.
You can also get a sense of brand awareness, expressed interest and content consumption across
different industries (Software, Healthcare), company segments (Enterprise, Mid-Market) and more.
The visual below shows how Kwanzoo’s account-level insights can be pushed into GA as custom
dimensions within GA. For more please review the Kwanzoo-GA Integration Guide.
pg 10

5.2 Account Segmentation by Intent Data Sources
Therefore you may choose to deploy an ABM program that is “Sales Sourced Accounts - Net New”
or “Intent-Based Marketing - Up Sell/Cross Sell”. The first program features accounts that are sourced
by Sales and are “green field” accounts to target. The second program features accounts rank
ordered based on expressed intent through their content consumption on third party websites.
These accounts are part of your existing customer base, that are whetted for intent, and then targeted
for an up sell or cross sell.
Kwanzoo has developed best practices for serving out ABM ads to an account-targeted audience. As
discussed earlier, ABM advertising is most effective for mid-to-large B2B enterprises, marketing
products with an annual contract value (ACV) or $20K or more. The economics for investing in an
ABM ad program works best at certain quarterly minimums for accounts targeted and ads served.
Our recommendation is as follows:
6. MEDIA PLANNING AND BUDGETING
Many customers today are segmenting and prioritizing accounts using third party intent data. Most of
the intent data providers aggregate expressed intent through content consumption around specific
topics across a range of media websites. Kwanzoo has partnered with an intent data provider with a
unique approach - where account lists are prioritized based on self-declared information on individual
B2B professionals’ public profile pages, resumes and SEC filings from companies. We are able to
provide account-level intelligence on available budgets for specific products, insights on where within
a large account a relevant project or initiative may be underway, and more.
Besides Kwanzoo’s own intent-data, we recommend that customers tap into additional intent data
sources (e.g. Bombora, Aberdeen) to identify the best possible target accounts.
As the visual above shows, when multiple intent-based ranking and scores for targeting accounts are
available, we recommend utilizing all available insights to identify the best accounts to target. The
higher the rank and score for an account across more intent-data providers, the better for targeting
purposes.
6.1 ABM Advertising
pg 11

6.1 ABM Advertising
• 350+ accounts targeted per quarter
• 4000+ ads served into each target account
• 90 ads served per matched cookie per quarter (when we deploy cookie-based targeting)
• 1.35MM+ ABM ads per quarter
These minimums are required in order to deliver a large enough number of engaged accounts to Sales,
so they can reach out to those accounts, create new opportunities and drive more revenue. See our
ABM Pipeline Impact Calculator to get a quick sense of the ROI you can expect from your ABM
advertising program investments, based on your average contract value (ACV). Our modeler has
been built to assume the typical range of account and buyer engagement outcomes we have seen
from ABM advertising programs.
Kwanzoo’s new ABM Email Retargeting program allows you to reach out to specific contacts within
your target accounts, across a buying group, that includes personas with different job levels
(seniority) and job functions (departments).
Customers can provide us with emails for matching to online cookies and serving ads. Alternatively,
our exclusive partnership with top global contact data providers allows us to source email contacts,
send them in hashed format to our media partners, where they are mapped to a sizable cookie-based
ABM audience. We then target this online ABM audience with ads. Given the email-to-cookie match,
this program delivers greater precision for targeting than an ABM audience based on third party
cookie data (such as Bombora).
See below for the Kwanzoo ABM Email retargeting process flow:
Kwanzoo recommends the following best practices to run a successful ABM Email Retargeting program:
• A minimum of 75K+ emails / contacts per program activation.
• Expect an email to cookie match rate of 15%- 20% for B2B emails. We are pursuing
additional data partners who can help increase match rates.
• We recommend a minimum of 1MM Retargeting ads per quarter in order to achieve
a minimum scale that can drive the pipeline impact that you will want to deliver to your
sales team.
pg 12

We recommend building out a master target account list for your site retargeting programs, as well
as monitoring all incoming visitors to your website against your master account list. Some companies
7. PROGRAMS, CAMPAIGNS AND CREATIVE
Second, finalize the geos where you will target specific accounts, based on your go-to-market goals
for the quarter, or the year. Example geos are: NAM, EMEA, UK, APAC, LATAM, ANZ.
First, select your accounts based on your top level marketing objective(s):
Third, finalize further segmentation of accounts within a Marketing Objective and by Geo, now based
on specific message personalization needs (e.g. for high value or named accounts), or 1-to-many
message personalization within that segment (e.g. by Industry such as Software or Healthcare).
The sub-segmentation can also be based on Company Size (e.g. Enterprise vs SMB) or Buyer
Personas being targeted (e.g. VP vs Manager) which can also allow for messages and content
offers being tailored to specific Personas.
Fourth, finalize one or more ABM advertising or retargeting program execution strategies. This is
driven by the accounts to be targeted that was finalized in the prior step, and the availability of
relevant targeting data (cookies, IP address blocks, email addresses, prior website visits). The
Kwanzoo Platform supports multiple types of ABM paid media programs. Your Kwanzoo CS contact
can help you with choosing the right execution strategy depending on your overall program goals.
Here are your different options:
Kwanzoo’s ABM Site Retargeting programs are designed to increase engagement from prior visitors
to your company website. Here are a few best practices around this program:
• Build up your website audience through ABM advertising, email-based outreach, search engine
optimization (SEO) and pay-per-click programs so your site traffic gets to 10K+ monthly unique
visitors on your website.
• Load a master target account list (which can be several 1000 accounts, far greater than the few
100 accounts that are targeted with ABM ads) into the Kwanzoo platform. This account list is used
to generate an audience filter, and to limit all re-targeted ads to visitors from these accounts.
• Place the Kwanzoo Website Visitor Tracking (WVT) tag, and retargeting pixel at least 15 days
prior to the planned launch date, to ensure that we have a sizable site retargeting audience.
• We recommend serving 90 ads per retargeted visitor per quarter, with 2 or more unique content
offers (e.g. an eBook, a white paper, a webinar) to drive higher engagement and conversions.
See the later section on “ABM Reporting” on how to measure success from this program.
a. Kwanzoo Program Design
- Marketing Objectives: Sales-Sourced, Intent Based, Opportunity Marketing, Competitive Takeaway,
Complementary Accounts.
• ABM Cookie Targeting (also known as ABM Job Title Targeting, or ABM JTT). These are ABM ads
served to a specific set of target accounts and buyer personas at those accounts.
• ABM IP Targeting (or ABM IP). These are ABM ads served to a specific set of target accounts based
on the IP addresses by which buyers at that account browse the web.
• ABM Site Retargeting (discussed earlier). Ads served to prior website visitors.
• ABM Email Retargeting (discussed earlier). Ads served to a set of prospects whose emails are
matched to online cookies.
Finally, work on your creative and content preparation. Take into account any message
personalization that you determine would be helpful for driving higher engagement.
pg 13

Programs - Kwanzoo Programs, as described earlier, have both account lists and specific buyer
personas associated with the Program. They also have a specific targeting strategy associated with
them (e.g. third party cookies such as Bombora or Bluekai, cookies of prior website visitors, cookies
that match emails of target buyers, IP address blocks of accounts to be targeted).
b. Programs and Campaigns in Kwanzoo - How Are They Different?
Each Kwanzoo program is then associated with three or more Kwanzoo campaigns that
can be deployed against a specific targeting strategy, account list and buyer personas. Each Kwanzoo
campaign is used to serve out display ads of a specific size (e.g. 300x250, 160x600, 300x600, etc).
The visual below shows the first step for setting up a Kwanzoo Program within the platform, where a
target account list is uploaded for ABM cookie targeting (ABM JTT). In each Kwanzoo Program,
multiple campaigns are set up as shown below.
Example Programs:
- P2370/AcmeCorp_2Q19_ABM_JTT_Dynamic_Ads (an example of an ABM cookie
targeting program. The name of the program indicates the program’s activation
duration, targeting strategy i.e. cookie targeting, and that the ads being served are
dynamic, and allow for message personalization within the ads.
- P2152/AcmeB2B_Website_Tracking (is an example of a Website Visitor Tracking
tag that can be deployed on the customer’s website).
Campaigns - On the Kwanzoo platform, for each ad size, a specific campaign is created. Each
campaign can further support multiple ad creatives (of the same ad size or dimension, e.g. 300x250).
Each creative can have an associated content offer and landing page.
NOTE: Some demand side platforms (DSPs) restrict multiple creative within a campaign to a single
landing page redirect. This would still allow for A/B message testing of the ad creative itself, to see if a
specific message can draw more engagement and click through to a landing page.
Example:
- Cisco_Campaign_720x90_Partner_Logo
- Cisco_Campaign_160x600_Partner_Logo
pg 14

Please see the Kwanzoo Ad Specs Guide to review the most typical 3 to 5 ad sizes that customers
deploy in ABM advertising and retargeting paid media programs. Kwanzoo supports both animated
GIFs and HTML5 ad creative, as well as desktop and mobile ad sizes. We additionally support
dynamic text within ad creative, as well as dynamic insertion of partner and customer logos within
an ad creative for co-branded ad campaigns across a brand as well as across partners.
c. Creative Ad Sizes
d. Creative Setup to Support A/B Testing of Messages
Kwanzoo supports multiple ad creative within a single campaign. We additionally provide the
capability to generate a creative comparison report, where the marketer can easily compare
performance and engagement across multiple message themes. The report groups all creatives of a
single message theme, across creative in different sizes, and totals the ad impressions and
engagement (click through) performance of that entire group of creative. We also support easy
A/B Testing of ad creative across the same and different ad sizes.
e. Creative samples that have performed well historically
The following are examples of some recent high performing creative we have seen across Kwanzoo’s
customers. Some consistent elements we see are good use of visuals, a strong and easy to understand
value proposition message, specific numbers (e.g. 25%) to show ROI or the value delivered by a
specific solution. Use of large fonts, less text copy, and strong CTA are all factors in strong
performance of specific creative.
Please see below for examples of dynamic creative. The Cisco ad shows a co-branded creative,
where the Partner logo (Dimension Data) is dynamically inserted in a single ad template, based on
the target account where this Partner works to support Cisco at that account. The second example
shows dynamic text (e.g. GE Corp) that is inserted in the ad when it is being displayed to a
prospective buyer who works for GE Corp.
pg 15

8. AD SERVING BEST PRACTICES
Kwanzoo offers a broad range of ABM reporting that has been designed specifically to cater to the
needs of each type of marketing, sales or customer success user within a B2B enterprise or SaaS
business. Our reports recognize that each type of user has their own unique reporting needs. The
questions that a Demand Gen Leader may want to have answered may be quite different from a
Corporate Brand Marketer. A Marketing or Sales Operations Manager may seek different insights
and information from an individual SDR, BDR, Sales Rep or Sales Manager.
From ABM advertising to ABM Site and Email Retargeting, Kwanzoo’s CS team implements certain
best practices across all the ABM paid media programs that we run for all of our customers.
Kwanzoo Blacklist
Kwanzoo deploys a standard composite list of third party website URLs that are blocked from any
kind of ad serving. This list is reviewed and updated every quarter to ensure that fraudulent
publishers are removed from all of our ad serving. See an example blocklist here.
Demand Side Platform (DSP) Site Category and URL Filters
In addition to Kwanzoo’s standard composite blacklist, Kwanzoo along with our DSP partners who
handle all ad buying, encourage our Customers to bring us and apply their own blocklist (if any)
during our ad serving. Customers can additionally choose to target or block an entire category or
groups of site categories (e.g. Entertainment, Gaming). Each site category contains a list of
publisher URLs.
Viewability Filter
Kwanzoo’s CS & Ad delivery team recommends setting the viewability of ad impressions to a
minimum of 60%. This ensures that over 60% of all ads served are visible to your target audience or
buyers as soon as they get to a new website or page without scrolling down on the page. This
increases the likely engagement with your target buyer personas through your ABM or retargeting ads.
Media buying
Kwanzoo and our DSP media partners always recommend bidding for Google authorized sellers
(publishers) and the purchase of ad media via authorized ad exchanges only, to ensure that you do
not pay for fraudulent ad impressions or clicks.
Kwanzoo Ad Serving Frequency Caps
Kwanzoo recommends placing daily, monthly and lifetime (usually quarterly) ad serving frequency
caps on individual users targeted with ads. Typical caps are 2 (daily), 30 (month) and 90 (quarterly)
respectively. This ensures that we neither over serve nor under serve ad impressions to a target
buyer persona.
a. Reports for Demand Gen Leaders and Campaign Directors
Account Engagement Reports (AERs):
Kwanzoo’s Account Engagement Reports allow demand gen leaders and campaign directors to
monitor all your ABM advertising and retargeting programs live directly in the Kwanzoo ABM
Dashboard. Alternatively your marketing leaders can receive triggered reports emailed directly into
their inbox, typically at a weekly cadence. These reports can also be delivered from time-to-time on
a single push basis.
pg 16

- Monitor ABM Advertising programs live in Kwanzoo Dashboards.
The ABM Dashboard provides a quick snapshot view of a program execution, from ads served,
percent of media budget yet to be spent, the number of accounts targeted and engaged accounts.
- Deliver Triggered Email Reports to you Inbox
Email reports can be triggered to be sent directly to your inbox. Each such report has a “Definitions”
tab that explains all the key columns of data, and a second tab with the actual data, in an Excel
spreadsheet format for easy manipulation and consumption.
- Triggered emailed reports are typically weekly. We also support one-time ad-hoc delivery.
pg 17

Kwanzoo provides reports for individual Sales Reps, SDRs, BDRs, and more directly inside Salesforce
CRM. As shown below, these reports deliver insights on individual engagements for both
anonymous buyers and relevant contacts at engaged accounts. The report is built into a
Salesforce Account Screen as a Lightning Component.
b. Reports for Regional Sales Managers / Sales Dev Managers
Kwanzoo can also provide regional sales managers, sales development managers a unique report
called ‘Sales Insight Reports,’ (SIRs) which can also be delivered directly into their email inbox.
These reports provide a consolidated view of all the anonymous buyers from a target account that
are engaging with your brand. Each report can contain multiple engaged accounts that are specific
to an ABM program and based off its associated account list. Each buyer engagement is laid out
in a buyer journey or visitor journey timeline, with the oldest to most recent activity. We track a
range of activity types, from ad clicks, to website visits, form fills and live chat interactions
between the buyer and your brand. The typical cadence of SIRs is again weekly.
c. In-CRM Reports for Individual Sales Reps / SDRs / BDRs / AMs / CSMs
- Kwanzoo Buyer Insights Tab inside Salesforce CRM
SDR or Sales Reps using the Kwanzoo Buyer Insights Tab will see a new tab within their Account
Screen, called Kwanzoo Buyer Insights. The tab has two sub-tabs: Anonymous Buyers and
Relevant Contacts.
pg 18

The Anonymous Buyer view shows all buyers who have engaged from that account, who may not
have filled out a form to become a Known contact. In some cases we may have the buyer’s email
address (for instance, if the same buyer engages in a live chat session through Drift). This view
automatically links that buyer to their Contact details in Salesforce CRM.
- Kwanzoo Relevant Contacts Tab inside Salesforce CRM
This tab shows a matrix view of all of the Job Levels (Seniority) and Job Functions (Department)
from this specific account that have engaged with your brand. Each buyer matrix slot in the “grid”
shows small icons to represent how many buyers with that persona (e.g. Director of IT) have
engaged with your brand.
There is also an easy “jump out” from each buyer matrix entry over to LinkedIn Sales Navigator.
We auto-populate Sales Navigator with any known information on these buyers, so your Sales
Rep or SDR can narrow down possible targets, and pursue the most relevant engaged contacts
for next steps such as a sales meeting.
10. BEST PRACTICES & GUIDELINES FOR MARKETING AND SALES OPERATIONS
Kwanzoo offers multiple additional reports specifically designed for marketing and sales operations
teams who are tasked with optimizing the ROI from paid media program investments. A few reports
are for operations staff as a primary audience. Given their scope of responsibility, certain reports
designed for other marketers and sales team members are also of interest to them.
Program Overview Report or POR (designed for Operations and Campaigns teams)
Account Engagement Report or AER (primarily targets Demand Gen Leaders)
Sales Insight Report or SIR (primarily targets Sales team members)
Creative Comparison Report or CCR (designed to help Operations and Creative teams)
Buyer Engagement Report or BER (of interest to both Operations and Website teams)
The Operations team can get a quick overview of all active ABM and retargeting programs and
campaigns by reviewing the POR reports. The report summarizes key metrics such as number of
accounts targeted, number of accounts reached with ads, number and percent of accounts
engaged, total budget allocated, key cost metrics such as cost per engaged buyer. Here is more on
key individual metrics:
pg 19

How can your SDRs and BDRs get the complete picture on buyer activity at target accounts, across
the entire buying group? It’s simple. Kwanzoo’s Anonymous Buyer and Relevant Contact screens
in Salesforce CRM, pictured below, can be used to help SDRs and BDRs reach out to prospects in
a timely and effective manner. These screens capture all interactions, whether on your website,
with your display ads, in Drift or other live chat tools and more, from both Anonymous Buyers and
Relevant Contacts at your target accounts. All account data is displayed directly in your Salesforce
instance in the Salesforce Account Screen, and relevant contact data can be sourced directly via
our integration with Linkedin Sales Nav.
Account Engagement
Account engagement is a key metric to measure the success of a ABM advertising or retargeting
program. An account is considered to be engaged if one or more buyers from the target account
interacts through an ad click, or land directly on your website pages. Kwanzoo considers an account
to be engaged if at least one buyer (visitor) from your target account, across all of the buyer
personas targeted, have interacted with your ads and or landed on your website.
Kwanzoo’s Benchmark for Account Engagement is for anywhere between 25%- 40% or the accounts
that are targeted and reached with ads in turn engaging with your brand. The engagement rate is
typically on the lower end for newer brands that need more brand awareness. However, for an
established brand the engagement rate tends towards 40% and in some cases can exceed the
benchmark rates.
Click Through Rate (CTR)
A healthy click through rate implies that your display campaigns are performing well and that your
creative messages are resonating well with your target buyer. Kwanzoo recommends CTRs for an
ABM display campaign from 0.06% to 0.12%. For a cookie-based ABM advertising program, it may
be between 0.06% - 0.08% and for an IP-based ABM program it has to be between 0.08% to 0.12%.
Cost per engaged Account (CPEA):
Cost per engaged account is derived by dividing the total ABM program budget utilized to-date by
the number of accounts engaged to-date, over a specific period/duration. We have historically
observed the Cost per Engaged Account for ABM display programs in the range of $150 - $250.
Cost per engaged buyer (CPEB):
Cost per engaged buyer is calculated by dividing the total ABM or Retargeting program budget
utilized by the number of unique buyers that have engaged within a specific time duration. K
wanzoo’s benchmark for the Cost per Engaged Buyer for ABM display campaigns lies between
$30 to $60.
pg 20

Anonymous Buyers Screen:
Relevant Contacts Screen:
The following are some best practices for SDRs and BDRs to use the anonymous buyer and
relevant contact screens in Salesforce CRM to reach engaged anonymous and relevant contacts:
• Identify the accounts engaged through ABM and retargeting ads that are NOT yet being pursued
by marketing or sales.
• Identify the Buyer Personas being reached out to from within your relevant contacts report. These
are the specific buyers being targeted with account-based display ads (e.g. Directors of IT, VPs of
Finance, Chief Information Officers).
• In the Kwanzoo relevant contacts or anon buyers screen, view and identify the account names
and geo location details of individual buyers (e.g. Intel, Phoenix, AZ, United States).
• Click through your relevant contacts to find the data of each engaged buyer that matches the
personas of interest using Contact Sourcing tools (LinkedIn Sales Navigator, ZoomInfo, other). If this
contact is not already being marketed to, add the contact into your Marketing database. If the contact
is not being targeted by Sales, then add contact to your Sales email lists.
pg 21

• Craft personalized emails for sales outreach using the information recorded in the anonymous
buyer and relevant contacts screens around the buyer’s Product/Solution of interest.
• Secure higher response rates from buyers at your target accounts. Drive this engagement further
to more meetings and appointments.
• Convert your sales meetings to new opportunities.
Kwanzoo (http://kwanzoo.com) provides “best-in-class” ABM advertising and retargeting to help
mid-to-large B2B enterprises reach and engage buyers at target accounts that have never visited
your website. Easily prioritize accounts for your sales team, based on recent activity. Deliver
engaged accounts to your Sales Development / BDR teams to accelerate pipeline and deals.
Easily integrate across your enterprise martech, sales tech and paid media tech stacks. Kwanzoo
integrates with marketing automation and CRM (Oracle|Eloqua, Marketo, Salesforce), Data
Management (Oracle|BlueKai B2B), 3rd Party Data Sources and a broad range of RTBs and
DSPs. Customers include HPE, Infosys, Adobe, HCL, Checkpoint, Amdocs, and leading mid-
market companies.
CONTACT US
phone: +1 (408) 216 7025
email: info@kwanzoo.com
website: http://www.kwanzoo.com
pg 22
About Kwanzoo

Kwanzoo ABM Best Practices Guide

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a Kwanzoo ABM Best Practices Guide

Semelhante a Kwanzoo ABM Best Practices Guide (20)

Mais de Kwanzoo Inc

Mais de Kwanzoo Inc (13)

Último

Último (20)

Kwanzoo ABM Best Practices Guide