Amplify Your ABM Strategy with CTV Advertising
▼ Summary
– Account-Based Marketing (ABM) and Connected TV (CTV) represent a promising, underexplored intersection for B2B brands, offering a way to avoid the high costs of more saturated digital channels.
– Effective CTV for ABM requires identifying specific use cases, such as building awareness for SaaS companies or promoting thought leadership for professional services firms.
– Success depends on defining targeted account lists, which a CTV platform matches to associated households, typically achieving a 40-70% match rate of high-quality connections.
– CTV must be integrated into a coordinated, multi-channel ABM sequence, as it rarely drives direct conversions but works to create multiple touchpoints throughout the buyer’s journey.
– Measurement should focus on indirect impact metrics like account engagement lift, pipeline velocity, and deal size influence, not direct conversions, with geo-holdout tests being a valuable tool.
For B2B marketers seeking a powerful edge, integrating Connected TV (CTV) advertising into an Account-Based Marketing (ABM) strategy presents a compelling, yet underutilized, opportunity. While ABM focuses on targeting specific high-value accounts, CTV offers a premium, large-screen channel to reach the buying committees within those companies. This combination allows brands to cut through the noise of crowded digital platforms and engage decision-makers in a high-impact, lean-back environment. The key is to move beyond broad awareness and apply CTV’s capabilities with surgical precision aligned to ABM objectives.
Successful integration begins by identifying clear use cases. CTV is far more versatile than many assume, proving effective for diverse B2B sectors. Software companies can leverage it to build awareness in competitive categories or influence complex, lengthy sales cycles. Professional services firms, like consultancies or agencies, find it valuable for promoting thought leadership and building brand recognition ahead of sales outreach. Even in manufacturing or financial services, CTV helps reach procurement leaders, support partner recruitment, and establish trust with finance teams. The common thread is using the channel’s visual storytelling power to support specific business goals within a defined account list.
With objectives set, the next step is defining your target accounts. A capable CTV platform will allow you to upload a company list, which it then matches to households associated with employees at those firms. While match rates typically range from 40% to 70%, the quality of these matches is exceptionally high. It’s wise to start with a focused approach; begin with your most significant opportunities, perhaps the top 100 accounts from a larger list where CTV can actively influence warm prospects or active deals.
CTV should never operate in a vacuum. Its true power is unlocked through strategic coordination with other channels in your ABM mix. Since a few commercials rarely close a deal alone, CTV works best as part of a sequenced campaign. A practical playbook might start with a three-week CTV flight to build initial awareness on the biggest screen in the house. Following this, deploy LinkedIn and display ads to retarget accounts that were exposed, reinforcing the message. Finally, empower your sales team to reference the campaign in their outreach. This orchestrated approach creates multiple, cohesive touchpoints that keep your brand prominent throughout the buyer’s journey.
Measuring success requires moving beyond last-click attribution. Focus on metrics that reflect CTV’s influence on the account journey, not direct conversions. Key indicators include lift in account engagement on your website, increased pipeline velocity for exposed accounts, influence on final deal size, and enhanced brand recall. Surveys can gauge awareness, while sales teams can note if prospects mention the ads, indicating deeper conversation readiness. One of the most robust methods is a geo-holdout test, comparing business outcomes in markets with the CTV campaign against similar control markets without it.
Brands that adopt CTV for ABM now gain a significant first-mover advantage. As engagement costs rise on established platforms, this channel remains relatively efficient for reaching a premium audience. The path involves careful planning, cross-channel integration, and nuanced measurement, but the payoff is substantial. For B2B marketers willing to innovate, combining the precision of ABM with the impact of CTV opens a new frontier for driving growth and winning key accounts.
(Source: MarTech)
