Account Based Marketing
Ogilvy Health
Nick Cavarra, Director, New Business
nick.cavrra@ogilvy.com
Just months after the first COVID lockdowns took effect in Q1 and Q2 of 2020, life sciences companies were left with operating plans that suddenly needed to be modified or completely redone. Not surprisingly, digital solutions suddenly took center stage and even experimental emerging technologies were being considered. However, at Ogilvy Health, one option stood out as a paramount solution: Account Based Marketing (ABM).
ABM is a business-to-business (B2B) go-to-market strategy where marketing and sales join forces across a list of strategic target accounts across the entire customer journey. The technology enablers of ABM platforms identify companies through IP addresses, utilize artificial intelligence, and a variety of data sources. One of those data sources is buyer intent data, which can reveal people’s interests from their internet browsing behavior within the B2B world of content (i.e., detection of in-market behavior). If you know what accounts to target and what in-market behaviors align to your client’s product or service, you can directly serve ads to those accounts and interested consumers across various brand-safe ad networks.
For example, a global medical device company came to Ogilvy Health looking for solutions to continually engage with their customers while they work from home. Knowing many companies would require their employees to connect to the organization’s virtual private network (VPN) to access the corporate networks, ABM proved to be an ideal fit. Ogilvy Health could use its ABM platform to identify the individual and “cookie” their browser. The result: Ogilvy Health was able to reach 72% of the targeted account list after only three months and saw a 62% increase in page views compared with the pre-campaign baseline.
