Account-based advertising software enables businesses to engage buyers with highly targeted digital ads. These ads are personalized to key decision-makers within targeted accounts. Account-based advertising is one potential execution method within an account-based marketing strategy that marketers can implement to reach targeted accounts. Other execution methods can include account-based direct mail and account-based web and content experiences, and companies can choose to implement one or a combination of execution tactics. Businesses can pull contacts from targeted accounts from their CRM software or marketing automation software, or create lists of contacts to execute an account-based advertising strategy.
Account-based advertising software differs from traditional advertising software like display advertising, video advertising, and social media advertising, as it enables companies to utilize different targeting methods. These targeting methods can include segmenting audiences by account and by specific contacts within accounts to create more relevant, personalized ads. These tools are often leveraged alongside retargeting software, which helps companies serve digital ads to users who have previously visited their website. Account-based advertising software can retarget relevant ads to the right personas from targeted accounts that visit a company’s website.
To qualify for inclusion in the Account-Based Advertising category, a product must:
- Assist businesses in executing 1:1 account-based interactions through digital advertising methods
- Provide the ability to create one or more of the following types of digital ads: display advertising, mobile advertising, video advertising, and social media advertising
