PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 5: SELECT YOUR CHANNELS AND CRAFT Use as many channels to deliver your ads as possible. YOUR MESSAGING The more, the merrier! Take the time to personalize your ads based on tiers. Consider these dos and don’ts when selecting your Account-specific targeting is most effective, but also takes channels and crafting your messaging: the most time to create. Leverage signal or intent data to get granular details on Keep running the same ad creative for a long time. If your prospect’s pain points so you can develop your advertising audience continues to see the same ad over and over again, strategy around it. they are less likely to click. The average CTR with email banners significantly drops after three weeks. Keep your content fresh! Whether you switch up the design and promote the same piece of content or promote Include large amounts of text that will overwhelm your a new piece of content with a different look and/or feel, audience or “over explain” the ad’s offering — keep it short keep it fresh to get more clicks. Email advertising banners and straight to the point! achieve the highest engagement between three and seven Silo your ads. Ensure your prospects are getting a cohesive days after the ad launches. experience no matter what channel they are on. Be conscious of your banner copy. Experiment with Create a never-ending loop with your ads. Ensure your ads and different amounts of text and see what works best. For content lead to a final destination. email signature banners, up to five words achieve the highest average CTR. Settle on CTAs such as “Learn more” or “Click here.” Instead of using general terms, use more specific phrases like “Lock in Always include a strong call to action, whether it be in the your discount” or “Watch the short video” or “Save your spot.” form of a button or text that is significantly different. Have fun with phrasing! Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 27