In the era of remote work, many B2B marketers continue to use account-based marketing (ABM) to reach decision-makers. However, the increased prevalence of remote work cultures has necessitated a reevaluation of ABM advertising strategies, particularly regarding the timing of ad delivery. Ineffective timing can lead to wasted ad spend and missed opportunities. This article explores the challenges and strategies to optimize ABM advertising for reaching remote workers at the right time.
Remote work has changed how and when people do their jobs, meaning the 9-to-5 window is no longer a universal constant. Consequently, ABM strategies predicated on a traditional schedule risk being out of step with today’s work patterns. Here are key reasons why B2B banners might miss their mark:
To optimize timing, it’s crucial to gain insight into the online behaviors of your target audience. Digital breadcrumbs like login patterns, email opens, and social media engagement can help construct a behavioral timeline unique to each prospect.
Data analysis from these sources can reveal opportune moments for ad delivery. For instance, an executive who typically checks LinkedIn early in the morning or a remote worker who frequents industry forums in the evening can be targeted more effectively with this knowledge.
Technology can serve as the linchpin in delivering ads at the right time to remote teams:
Personalization goes beyond addressing the recipient by name. It considers the person’s role, industry challenges, and personal work habits. Ads tailored in such a fine-grain manner are likely to resonate more at any given time.
The rise of intent-data platforms has enabled marketers to identify companies actively researching topics related to their products or services. By leveraging these platforms, ABM campaigns can be timed to coincide with demonstrated search behaviors.
Testing remains key to all marketing initiatives. ABM is no exception:
Sales teams can offer a wealth of knowledge regarding the best times to reach prospects. Integrating closely with sales and sharing insights can help marketing better synchronize ABM advertising efforts with prospect communication preferences.
As work and home life become increasingly blurred, it's important to advertise in a way that respects personal boundaries. This means not overwhelming remote workers during their downtime or late hours, regardless of how flexible their schedule might be.
Optimizing ABM ad timing for remote workers involves navigating their individual schedules, preferences, and behaviors. Understanding these nuances enables B2B marketers to resonate more deeply with their audience, making every ad impression count.
The pivot to remote work provides both challenges and opportunities for B2B marketers. By respecting the new normal of remote workers’ schedules, embracing technology for precise ad timing, and aligning closely with sales, B2B marketers can ensure their ABM strategies are both considerate and effective. The art and science of ABM advertising in the remote era inherently involves timing your message as thoughtfully as you craft it.
As we advance, ABM campaigns must become smarter and more agile. The combination of robust data analysis, empathetic marketing and strategic deployment will ensure that your ABM advertising cuts through the noise, reaching the right people at the right time without disturbing the delicate balance of their work-life integration.