Onboarding: Prepare for Launch

Decide your Content Strategy

Now that your ABM strategy is finalized and you have your RollWorks use cases defined, the next step is aligning on the creation of your creative that will be used for your ABM Campaigns and Playbooks.

Your ad content, ad creative, and landing pages should match your customer journey. A full-funnel approach allows you to meet each customer where they are and should continue to move, engage and nurture them through the funnel. Read this guide to learn best practices for creating content customized to the different stages in your customer journey. 

In addition to our Ad Creative Best Practices guide, we have compiled some B2B advertising examples you should definitely be running for a full-funnel approach and the key reasons why.

Aircover: Unaware accounts & TOFU (Top-of-the-funnel) ads 

Sometimes referred to as brand awareness ads, these types of ads are really an introduction to your company and are great for accounts that are not familiar with your brand or product offering. It has been shown that on average it takes 5 interactions with your brand to get a B2B meeting.

Buyers have a tendency to buy brands that they have already seen. One B2B advertising strategy you can use to help speed up the process of getting buyers familiar with your brand is to run some basic B2B ads where the focus of the ad is your company name or product.

The goal of these ads is to set someone up to say, “Oh yeah, I’ve heard about you,” once your sales team reaches out to them.

Type of Content CTA Examples
  • Ungated, short form, gate-free
  • Infographics
  • Short videos
  • Blog posts
  • Learn How
  • See More
  • Read More
  • Show me How

Aware accounts & MOFU (Middle-of-the funnel) ads

If you have a well-developed content marketing strategy, you probably have guides, checklists, and other kinds of middle-of-the-funnel (MOFU) content. Content is a very effective way to keep your accounts engaged and learn about the value you provide. This is the stage when a prospect is familiar with your brand or product and you want them to show more engagement.

Type of Content CTA Examples
  • eBooks
  • Whitepapers
  • Webinars
  • Calculator/ Templates
  • Register Now
  • Download Now
  • Get the eBook
  • Show Me How

Engaged accounts & BOFU (Bottom-of-the funnel) ads
While the MOFU content strives to keep your accounts active, your bottom-of-the-funnel (BOFU) content is focused on getting the account closer to the conversion, which can be a sale, a consultation, or a trial account. Some examples of BOFU content include webinars and case studies, which have a higher buying intent. These are good examples of content to serve for late-stage opportunities or accounts in the late-stage pipeline.
Type of Content CTA Examples
  • Demo videos
  • Customer testimonials
  • Use cases
  • Product-focused content
  • Request a Demo
  • Let's Chat
  • Contact Us

Open Opportunity & Late Stage Pipeline - Drive the Conversion ads

While MOFU and BOFU content drives the account closer to the final conversion, the final action — like the actual sign-up for a trial or a demo — may not happen if you don’t follow up with the right message.

That’s where a conversion-focused retargeting ad can help you close the loop. After an account has downloaded your BOFU content, you can assume they’re ready for your offer. Your ad then should be focused on the final action to take, nothing more.

Type of Content CTA Examples
  • Buyer’s guide
  • Whitepaper product explainers
  • Analyst reports
  • Find Out Why
  • Get the Results Now 
  • See the ROI

 

Retention & Post Sale ads

Once a customer has purchased your product and they progress further into their journey with your brand, the window of retention opens. Testimonial and proof point ads are great examples to show customers the success they have been having with the product and what kind of performance they can expect.

Type of Content CTA Examples
  • Case studies
  • Webinars and events
  • Content and trends on product tips
  • Feature-focused assets for upsell
  • Inspiration on ways to drive value

 

  • Learn More
  • Sign up Now
  • Join Webinar
  •  

Upsell & Cross Sell ads

Even after you closed an account and you have secured a customer, you should still be using retargeting ads because you can continue to expand on the value you deliver. You can upsell your accounts to upgrade your product features. 

Showing the customer additional material on how to make the most of your platform is crucial to helping them understand the benefits they can get from upgrading. Using marketing to educate them helps set up a successful conversation for the account manager once they feel that the customer is a good fit for an upgrade.

Type of Content CTA Examples
  • Case studies
  • Webinars and events
  • Content on trends and pro tips 
  • Inspiration for ways to drive value
  • Feature-focused assets for upsell

 

  • Learn More

  • Sign up Now

  • Join Webinar

Events ads

Events are a fantastic way to engage your accounts at all stages of the buying journey. Not only does it show a large commitment from the account’s stakeholders, events also allow you to develop a stronger relationship with them.

One way to run retargeting ads is by using a little bit of FOMO (fear of missing out). This type of ad is targeted at people who want to be part of their peer group and it works very well because they encourage high-performers to join other high-performers.

Type of Content CTA Examples
  • Webinars
  • Live events
  • RSVP today
  • Join Webinar 
  • Sign up for Event

 

Assemble your Creative Ads

Now that your ABM content strategy is finalized, the next step is preparing your ad  creative  that will be used for your ABM Campaigns and Playbooks.

Your tasks Features unlocked Instructions

☑️ Have 2 to 3 sets of ads and landing pages ready to go. One for each customer stage: Unaware, Aware, Engaged.

 

- You can upload the assembled ad sets to your Ad Library.

 

- Read this guide to learn best practices to create content customized to the different stages in your customer journey.

- Click here to learn which ad formats we support. We suggest you start with Image Web ads, Native ads, HTML5 ads, and Video ads.

- Review our advertising policies overview to make sure ad requirements are meant for a successful upload.

 

Upload your Creative Ads

Below you will find a step-by-step guide for uploading ads to the RollWorks platform to use in your Playbooks and campaigns. Uploading ads prior to launching your advertising campaigns is a required step. You will also find information below on how to add UTM parameters to your landing pages.

Image ads
Your tasks Features unlocked Instructions

☑️ Once your ad creative and landing pages are finalized, navigate to Advertising > Ad Library

☑️ Select the Upload button

☑️ Drop the file or click Browse to select a properly sized ad.

☑️ Enter the following fields: 

-Name

-Destination URL

☑️ Click Upload and choose the file 

- Once your ads are approved by our ad review team, you can use them in your Advertising and Campaigns. - Read this guide for more information on image ads, ad requirements, and uploading and troubleshooting image ads.
Native ads
Your tasks Features unlocked Instructions

☑️ Once your ad creative and landing pages are finalized, navigate to Advertising > Ad Library

☑️ Select the Upload button

☑️ Drop the file or click Browse to select a properly sized ad.

☑️ Enter the following fields: 

-Name

-Destination URL

☑️ Click Upload and choose the file 

- Once your ads are approved by our ad review team, you can use them in your Advertising and Campaigns. - Read this guide for more information on image ads, ad requirements, and uploading and troubleshooting image ads.
Video ads
Your tasks Features unlocked Instructions

☑️ Once your ad creative and landing pages are finalized, navigate to Advertising > Ad Library

☑️ Select the Upload button

☑️ Drop the file or click Browse to select a properly sized ad.

☑️ Enter the following fields: 

-Name

-Destination URL

☑️ Click Upload and choose the file 

- Once your ads are approved by our ad review team, you can use them in your Advertising and Campaigns. - Read this guide for more information on image ads, ad requirements, and uploading and troubleshooting image ads.
HTML5 ads

You cannot upload HTML ads to the RollWorks platform, please contact RollWorks Customer Support and we will upload them on your behalf.

 

Configure General Exclusions

Setting up General Exclusions is strongly recommended and is a campaign set-up best practice. With our General Exclusion feature, you can decide when to exclude certain audiences from specific Account Lists and advertising Playbooks/Campaigns. You will be able to exclude current customers, competitors, and your own company coworkers from seeing RollWorks advertisements. 

​​RollWorks ingests company domains as the source data to exclude your customers, competitors, and coworkers. Additionally, we can ingest IP addresses to exclude your coworkers. 

Think about what audiences you want to exclude and the source data to import to RollWorks.

Read this guide to learn more about General Exclusions, how to set them up, and the different data sources to exclude current customers, competitors, and your own company coworkers from seeing ads.

Existing Customer exclusions
  • Upload a CSV file: Drag and drop a CSV file with your existing customers' company domains.
  • Sync from Salesforce: Import your customer company list dynamically. Follow this guide for how to use Salesforce for General Exclusions.
  • Type Manually: Type your customers' company domains manually.
Competitor Exclusions
  • Upload a CSV file: Drag and drop a CSV file with your competitor company domains.
  • Sync from Salesforce: Import your customer company list dynamically. Follow this guide for how to use Salesforce for General Exclusions.
  • Type Manually: Type your competitor's company domains manually.
Coworkers
  • Upload a CSV file: 
  • Type domains Manually: Type or copy-paste the domains for the company you work for Exclude by Domain.
  • Type IPs Manually: Type or copy-paste the corporate IP addresses for the company you work for Exclude by IP address.

 Next Steps

Congratulations on completing your strategy setup! Continue with your next onboarding step: Launch your RollWorks ABM program! 

 

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