90octane recently hired Becky Shortell as controller. She oversees all financial functions for the agency and manages the accounting staff. She joins 90octane from Creation Design Services, the contract engineering design and development business unit of Creation Technologies, where she also served as controller. Previously, she was deputy CFO and head of financial reporting for the second largest outdoor advertising operator in Russia and Ukraine.
When you implement a Named Account strategy, you’ll use hyper-targeted tactics to reach, nurture and convert prospects. Pay-per-click (PPC) advertising is a flexible and powerful way to reach them at various phases of the buyer’s journey.
To ensure you have enough information to connect with your prospects through PPC, conduct thorough discovery sessions with your sales team, interview industry experts, read third-party research and join social groups to gather insights about them. Beyond typical demographic and psychographic information, pay attention to details that will help you reach them with your relevant content, such as:
- Publications they read most often
- Websites they visit regularly
- Keywords people in their position are using for online searches
- Their partners and competitors
- Their daily schedules
- How often and when they travel
Once you have developed a baseline understanding about your named account prospects, you can determine how PPC fits into your overall strategy. Here are three ways it can help:
There are 6 billion searches occurring daily on Google. Your audience is there; the key is reaching them at the right time. Did your research show that your prospects travel each week? You could consider using a one-mile radius target around their offices and broadening your strategy to bid on terms like “flight status.” Then consider serving them an ad directed to a targeted landing page with an industry white paper to read inflight.
Do you know their office schedules? Use that small piece of information to daypart your search campaign, pausing your campaigns completely at certain times of the day. You can even turn on another campaign with a different geo-targeting parameter and higher mobile bids once they’re out of the office and more likely to be using a mobile device.
Marketers know that it’s important to identify target markets and tailor campaigns to reach them. One discipline within 90octane’s specialized approach to Top Pursuit Marketing™ is Named Accounts. Named account marketing programs are hyper-targeted, with marketers creating a short list of ideal prospects and delivering precisely the information they need, right when they need it, through just the right channel.
Long-time client Mercy Housing approached us early in 2013 with a fundraising challenge for the holiday season: raise more dollars than the previous year on the same budget. Careful planning, creative thinking and precise execution paid off.
We were thrilled to accept two awards from the Business Marketing Association on Friday. Along with our client Swisslog, a company that designs automation solutions for hospitals, 90octane was awarded a 2014 Gold Key Award in the Potpourri category. The agency’s Business Impact Director, Kelly Snyder, was also honored with the 2014 President’s Award.
by Mary Harpin, Senior Storyteller
For nonprofits, clear website content, approachable language and comprehensive information deliver significant returns. According to a Nielsen report, unclear or missing information kills prospective donations 43% of the time. What content you offer, and how you deliver it, is key to acquiring and retaining donors.