Salt Lake City Search Engine Marketing June 2017 Account-based advertising tips by AJ Wilcox

1. @wilcoxaj #SLCSEM
Account-based AdvertisingGenerating Leads that Make Sales Worship
You
@WilcoxAJ
#SLCSEM

2. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Marketing + Sales = Kumbaya
This relationship sound familiar?
You’re not giving us
high-quality leads!
Sales Marketing
You’re not closing
the leads we pass
over!

3. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
ABOUT AJ WILCOX
10+
Years of PPC
and SEO
experience
Began heavy B2B
focus 5 years ago
Live in Lehi with
my wife and 4 kids
Triathlete, exotic car lover, soulless ginger

4. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
ABM: Assisted Bowel Movement?
We hear ABM used as a buzzword
Who is ABM good for?

5. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
LinkedIn Company Targeting
Before April 2017
• One at a time
• Limit 100 companies per
campaign
• UGHhhh!

6. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
LinkedIn Company Targeting
Now…
• Limit 300k
• Automatic Upload
• Nooice!

7. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Facebook Company Targeting
• Demographics>Work>Employers
• One at a time
• Spotty data
• Ughh!

8. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Pro-tips to Use NOW
1. Get a list of the dream logos from your Sales team
• They’ll worship you for giving them the leads they want
• They’ll work the leads and make you look good
• Consider using data resources (Fortune 5000,
BuiltWith.com)

9. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Pro-tips to Use NOW
2. Create a Suppression List of All of Your Competition
• Add all competitors into a list, and exclude across all
campaigns
• Fly under the radar like you can’t with Search

10. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Pro-tips to Use NOW
3. Add all your Customers into a List
• Add all customers into a list and EXCLUDE them from your
efforts
• Why pay money to serve ads to people who are already
paying you?

11. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Pro-tips to Use NOW
4. Add all your Customers into a List
• Add all customers into a list and INCLUDE them in a
campaign
• Share product updates/news (Useful for SaaS)
• Cheap Clicks!

12. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Pro-tips to Use NOW
5. Add all Companies: Leads-No-Close
• Create list of all companies who have become a lead, and
EXCLUDE all current customers
• Stay in front of the purchase committee while they’re
considering purchase

13. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
Pro-tips to Use NOW
6. Add Media Companies for PR Strategy
• If they buy ink by the barrel, it’s good to be visible to them
• Results in earned media attention and links!
• Hat tip: Larry Kim

14. @wilcoxaj #SLCSEM@wilcoxaj #SLCSEM
How to Actually Do the Thing
Demo time!

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Of Note:
Works better when targeting larger companies
• LinkedIn requires the company have a company
page
• Facebook requires the user to actually list it

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Q&A
AJ@B2Linked.com @WilcoxAJ www.B2Linked.com