Ins & Outs of Competitive Account Targeting for AdTech Providers

From the beginning of the AdTech epoch – and up until just a few years ago – the digital advertising universe was billed as an evergreen field of opportunity for technology vendors. The sales equation looked something like this:

Screen Shot 2018-11-09 at 2.20.08 PM


Today, things are significantly different: a million (rough estimate) tech vendors enter market every day, while bigger players work to consolidate their grip on the market. In a new era of consolidation/proliferation, the 2018 equation now looks something like this:

Screen Shot 2018-11-09 at 2.20.03 PM

Pair this picked-over and fatigued landscape with the proliferation of potential accounts (i.e., websites), and the common challenge for tech vendors is clear: How can you create an actionable, evergreen pipeline of qualified target accounts?

Developing these lists requires biz dev teams to split their time and efforts across acquiring costly and often inaccurate lists, and tedious (and often low-ROI) events and outreach. Simultaneously, the marketing efforts that traditionally drove prospecting and nurturing are now competing amidst a ridiculous glut of copycat communications and a vomitously complex set of lumascapes (sorry, Luma). The same acronyms, the same collateral, the same promises, the same honey-marketing-glazed phrases (A.I.!  Because Blockchain! )

What’s more –  traditional efforts have a shorter half-life, becoming quickly outdated due to the infinite loop of marketing churn. In practice, an AdTech company's prospecting methods look like this (admittedly oversimplified) matrix:

IndustryIndex-AccountTargeting-Matrix


High Cost, Low Quality

Take conferences, tradeshow booths, webinars, and group research-based thought leadership. All have some things in common: They’re expensive (in either/both money or resources), and leave many in your organization wondering if the ends will ever justify the costly means. What looks promising this year might be the reason your budget is slashed next year. 

 

Low Cost, Clear Action

Targeting based on technographic data is the newest tool in the prospector's arsenal. Done intelligently, it's far more cost-effective than conferences, airfare and white papers, and offers timeliness and qualification unavailable through traditional listing services. 

 

A few key targeting list types available from your technographic provider:

1. Poach your competitive accounts: Target qualified buyers with accurate lists of your competitors’ accounts. This information is a core function of technographic companies like Industry Index. More on that below.*

2.  Prospect the heaviest users. Discover all the sites that use multiple technologies within your category – and make sure your tech is invited to the party.

3. Claim untapped markets. Find all of the viable, well-trafficked websites that have yet to adopt a technology within your category. Be the first to make a connection, and gain first-mover advantage. 

4. Uncover the technology use signals of your qualified prospects.  Starting with an audit of the tech most frequently used on your existing customers' websites, target other accounts using those same technologies. As an example, Tegile Systems identified three technologies that, when installed in a customer’s tech stack, signal a 64% lift in their close/win rate (leading to a 49% increase in revenue).1

5. Capitalize on accounts in flux. Target websites that have recently started or stopped using one of your competitors. 

Looking to make a big push in acquiring CPG clients? Weak in automotive? Ready to get on the leaderboard in your tech category? Technographic account targeting lists are industry-specific, revenue-oriented (based on site traffic and company size) and highly cost-effective. 

While still a largely unknown prospecting tool, this dataset's prominence in B2B sales and marketers will see a sharp incline in the next 24 to 36 months due to it's unique targetability, inherent qualification parameters (existing or recent customers), and affordability. 

 

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* Industry Index tracks and catalogs technology installations and usage across the 5 million largest websites in the US and EMEA, with unprecedented frequency and a remarkably high level of fidelity. This technographic data allows us to produce accurate, smartly-priced lists of our customers’ competitors’ customers – direct installation data across our database of +5MM publishers for over 2,250 marketing and advertising technology companies, organized by industry. Learn more about purchasing customer lists from us.

 1. https://abminaction.com/issues/volume-03-issue-03/abm-insights/