Mastering Account-Based Advertising

Navigating the complexities of B2B advertising can feel like solving a puzzle with missing pieces. At our virtual event, Mastering Account-Based Advertising, B2B leaders and innovators redefined how to tackle those challenges. This blog serves as a recap of the live event, which provided actionable insights that pave the way for smarter ad strategies, more impactful targeting, and powerful results for B2B marketers.

Smarter Strategies for B2B Advertising Success

One message echoed loud and clear throughout the event: traditional, broad-based advertising simply doesn’t cut it in today’s B2B landscape. The event kicked off with Rethinking B2B Marketing, hosted by Bill Fisher, Principal Analyst at eMarketer. Fisher laid out the facts about why outdated tactics fail, especially for businesses trying to target complex buying groups. He emphasized that successful strategies begin with precision targeting, leveraging data-driven insights, and focusing specifically on ROI.

The Ad Spend Landscape

B2B ad spend is growing exponentially, predicted to hit $43.62 billion in 2025, yet inefficiencies abound. A striking 58% of marketers admit that ad budget waste is a pressing concern. The first session demonstrated that smarter account targeting using first-party data and predictive insights directly reduces ad waste. Solutions like these not only optimize spend but also ensure every ad hits its intended mark.

Key takeaway: Without precise targeting and data hygiene, B2B marketers risk joining the percentage of wasted ad spend. Improving these processes is critical to success.

From Data to Deals

Jennifer Hughes, Principal Digital Expert at Demandbase, took a deep dive into optimizing account selection during her session From Data to Deals. She explained how leveraging in-market signals, intent data, and machine learning can transform how accounts are selected and nurtured. Her insights made it clear that understanding potential customers isn’t guesswork anymore; it’s all about granular targeting.

Highlights included:

• The power of incorporating first-party data, which 62% of leading B2B organizations already do, for unparalleled segmentation and personalization.
• How predictive scoring models eliminate targeting guesswork and ensure account prioritization is based on factors that actually drive outcomes.

Key takeaway: The future of B2B lies in predictive insights that allow marketers to focus time and resources on high-potential accounts most likely to convert into revenue.

Scaling Smarter Advertising with Workday

Curious how major players implement account-based advertising at scale? The Workday team, led by Mick Bunten and Craig Abramson, unveiled their playbook in How Workday Scales Smarter with Account-Based Advertising. They described how their approach balances global complexity with localized precision.

Their approach included:

• Crafting hyper-personalized campaigns tailored to specific industries, geographies, and buying groups.
• Using AI models to dynamically adjust campaigns based on account behaviors and signals.
• Streamlining messaging with Demandbase tools to create seamless omnichannel experiences.

Key takeaway: Customization and agility in ABM create exponential success. Workday’s 3X contract value growth from ABX campaigns proves that results are tied directly to relevant, personalized advertising.

Panel Highlights Unlocking Engagement

The event capped off with an insightful panel discussion featuring experts from TechTarget, IronHorse, and Demandbase, moderated by Stephanie Quinn, Senior Director of Global Campaigns. The panel explored challenges like growing competition across digital platforms and diminishing attention spans, alongside solutions like personalization and omnichannel consistency.

A few notable points:

• Marketers should “meet buyers where they are,” leveraging platforms like LinkedIn and Meta for both organic and paid strategies.
• Intent data is emerging as a game-changer, identifying warm leads faster than traditional tactics.
• Measuring performance effectively means moving beyond impressions and clicks to meaningful business indicators like engagement duration and deal velocity.

Key takeaway: To stay ahead, B2B marketers must rely on intent-powered engagement strategies and diversify channels for precision-led, scalable results.

Actionable Takeaways for B2B Marketers

This event made one thing abundantly clear: mastering account-based advertising isn’t just an advantage anymore; it’s a necessity. Whether you’re trying to streamline ad spend, identify the best accounts, or create personalized ad experiences that cut through the noise, the path forward is data-driven, precise, and strategic.

Here’s how you can get started today:

• Review your targeting strategy. Are you using robust intent signals and first-party data? If not, now is the time to invest.
• Refine your personalization efforts. Ads aren’t effective unless they speak directly to your audience’s challenges and goals.
• Leverage AI and predictive analytics to drive smarter decision-making in account selection.

Advanced tools like Demandbase make it easier than ever to execute ABM and ABX strategies that truly deliver results. If you’re ready to unlock the potential of smarter ad strategies, explore Demandbase’s account-based solutions for your teams.

Watch the Sessions On Demand

Missed the event or want to revisit the strategies? Watch the full sessions from Mastering Account-Based Advertising to gain deeper insights and step-by-step advice on transforming your organization’s marketing approach.

Click here to watch the sessions