The ABM Target Account

You already know that target accounts are high-quality pipeline, so let them book a meeting effortlessly. Offer a sales rep’s calendar when a target account arrives on your site after clicking through a paid ABM advertisement campaign.

How to Build the ABM Target Account

Harness Qualified for Advertising and Button Experiences to fast-track visitors from your targeted ABM ad campaigns.

1. Target & Track Paid Ads

Work with your demand gen manager to create a tailored ad campaign. There are different options to track your ads:

• Qualified can automatically track certain ads from Google Ads and LinkedIn.
• Manually add UTM parameters to Facebook ads and unsupported ads types in Google Ads or LinkedIn.
• Include URL parameters within ads for other platforms.

TIP! Target accounts with high Signals Engagement and Research data.

2. Configure Meeting Types & Meeting Routing

Create or verify that you have the appropriate meeting type and meeting routing for these target accounts. If your campaign focuses on accounts early in the sales process, for example, create a “Demo” meeting type with routing that includes your solutions engineer. Click Everyone below and add every rep who should attend:

3. Create a Button Experience

Button Experiences are currently in beta. If you’re interested, reach out to your Qualified Success Architect.

Next, create a new Button Experience. After selecting which button will trigger the Experience: 

1. Insert a Branch action.
2. Build the branching based on clickthroughs from your ad campaign. For example, select Referring LinkedIn Campaign and includes any of. Choose the campaign(s) you want to include:
   
3. Below the Match branch:
   1. Insert an Offer a meeting (fullscreen) action.
   2. Click the Route for Meeting step and then click Select Meeting type from the right panel. Choose a relevant meeting type.
4. Below the No Match branch, add Start a conversation and Navigate steps to a different, relevant page on your site. (Stay tuned for new options later this spring.)
5. When you finish building your Experience, click Save in the top-right corner.

Use Case

A demand gen manager launched a new ABM campaign for their target accounts. Wanting to get the highest ROI on their ad spend, they ask Admin Anna to create a bespoke Experience for visitors that interact with the hyper-personalized ABM ad campaign.

A prospect is browsing LinkedIn when they see a personalized ad from TroveRobotics. They click on the advertisement and eventually their website’s Talk with Sales button. Immediately presented with an AE’s calendar, the prospect schedules a meeting with their specific rep and meeting type associated with them as a target account.