Behind the Power of Echo from IDG, Now a Part of IDG’s U.S. ABM360™ Suite
By: IDG | 10/17/2017
ABM360 is a robust product suite from IDG that helps tech marketers build stronger relationships with valuable customers and prospects. This account-based marketing solution can help decrease a sales cycle by reaching the right audience and aligning a product with customer needs.
Recently, IDG added Echo from IDG to our ABM360 suite in the U.S. Echo was developed in 2016 by our team in the U.K. as they identified a need in many global markets where customers wanted to leverage targeted account media, quite frequently as either a nurture based complementary offering to a demand generation program or as a stand alone solution for building awareness and customer prioritization. In fiscal year 2017, IDG executed more than 40 Echo campaigns across dozens of customers including Dell, HPE, IBM and Microsoft.
This account-based marketing solution can help decrease a sales cycle by reaching the right audience and aligning a product with customer needs.
So what exactly is Echo and how does it work? Echo starts with the development of a target account list—also referred to as a ‘TAL.’ The target account list can be provided or supplied by IDG’s customer or it could be developed by IDG. As an example, the customer may be interested in targeting companies that are showing strong signals of intent around a product area like storage and IDG can build that type of specialized list for the customer. Target account lists ideally should have a few thousand companies listed so that the advertising program can reach as many companies/individuals as possible. As the targeted account list is being prepared, the customer can apply certain filters such as company size, geographic region, and titles (such as Director of IT or VP of Finance).
Once the target account is finalized, the program relies on the proprietary first-party, rich declared data that IDG collects on a global basis. The data comes in via registration forms on IDG newsletters, webcasts, face-to-face events, demand generation as well as IDG premium products like IDG Insider. The data pool is cookie- (unique digital ‘fingerprint’) based and it gets ‘mapped’ against the customer’s target account list. Once the campaign goes live, we leverage ad serving technology to identify and find the key individuals at the target account companies and serve them the customer’s digital marketing message.
“90% of tech marketers value content tailored for them.”
Echo has compelling reporting capabilities that allow our customers to see account by account metrics and deeper levels of account specific data. First, the reporting will show every account that received a digital ad, the time frame in which the ad(s) was delivered, the number of ads delivered per account and the engagement (typically based on a click) per account. This type of reporting helps our customers prioritize their target account list and identify companies that may be showing greater levels of interest. In addition, we provide complementary reporting at the account level that shows what topics specific individuals at target account companies may be showing intent around. As an example, we could show that individuals at Company X (for example) have shown very high intent signals around security, cloud and virtualization. This allows for a truly comprehensive reporting package.
Echo has compelling reporting capabilities that allow our customers to see account by account metrics and deeper levels of account specific data.
In IDG’s 2017 Customer Engagement research we see 90% of tech marketers value content tailored for them. With Echo from IDG marketers are efficiently targeting the right message, at the right time, to the right audience—delivering the content their customers value to deliver stronger ROI.