Media Channel Identification
Use search and your Ideal Customer Profile to uncover the best channel mix.
Let’s start with the obvious: search. Search lets you capture existing demand as well as any future demand you generate through media. It’s relatively low-hanging fruit, as long as you’ve got a good strategy and budget.
Search should be center stage as part of any full-funnel integrated ABM campaign because of the inherent value in the data. Leverage campaign & intent keyword information to align with key pain points that are being researched by prospects. You can also add in learnings from past campaigns. The more you put in, the smarter your media campaigns become.
After search, you’ll need to narrow down your target account channels using your Ideal Customer Profiles (ICP)