Webinar • Apr 12, 2024

Webinar: How to Boost Meeting Attendance with Contact-Level Ads

In this webinar, Anna Tsymbalist, Head of ABM at Influ2, breaks down the proven strategies to keep prospects hooked – from the moment they book a demo, all the way to the demo itself. She is joined by Kevin Lindberg, Head of ABM at Yotpo, who shared his insights on building a high-impact ABM program.

Speakers

Anna Tsymbalist

Head of ABM at Influ2

Kevin Lindberg

ABM & Demand Gen at Yotpo

Davis Potter

CEO at ForgeX

Key Points

[00:00]	Intro
[02:07]	Why care about show-up rates?
[3:53]	Why do prospects miss calls they’ve booked?
[05:33]	On the content you can show to a prospect before the call
[06:51]	On personalizing landing pages at scale
[08:06]	How to automate the process in your CRM
[09:55]	How to measure the show-up campaign
[12:05]	How long does it take to build a show-up rate campaign from the playbook?
[13:08]	Q&A: How do you deal with the minimum audience size that you need for ad campaigns?
[15:17]	Q&A: Kevin Lindberg, ABM & Demand Gen at Yotpo, on how their ABM journey with Influ2 started a year ago
[17:15]	Q&A: Which types of audience segmentation is best for which cases?
[19:20]	Q&A: On the best-performing types of ad content
[21:40]	Q&A: On the optimal number of accounts for ABM
[23:23]	Q&A: What are the most actionable signals for launching ads for cross-selling?
[24:52]	Q&A: How to choose the best creative for the occasion and measure its efficacy
[28:17]	Q&A: On deriving intent signals based on first-party data
[32:30]	Q&A: How to effectively align with SDRs
[37:02]	Q&A: How to create a buyer journey that will offer relevant ads at each stage automatically
[40:53]	On the feasibility and scalability of one-to-one ads
[45:01]	Q&A: How does Influ2 work?
[48:00]	On the precision of Influ2’s matching algorithms

Transcript

So cool. Thanks everyone for joining us for another ForgeX ABM workshop session. And today I'm psyched because we're going to be talking about something that I don't think is utilized enough in a lot of ABM programs, and that is person-based ads, and more specifically, diving into Influ2's actual playbook that helped them double their meeting rates.

So the format for today.. First, Anna is going to walk us through the Influ2 playbook. Then we're going to have a bit of a panel discussion. So we also have Kevin on here as well. And both of them will give an intro in a minute. But we'll be chatting a bit about the playbook, ad best practices, and at the end, we'll have some dedicated time to answer all of your questions. But again, the format for these events – super relaxed. Toss your questions in the chat as we go and we'll get to them as we continue the flow.

Super excited to have both Kevin and Anna on. I'm gonna pass it over to you both for a quick introduction. Anna, maybe we start with you.

Oh, okay. Hi, I am Anna Tsymbalist and I am the head of ABM at Influ2. I'm focused on our ABM and outbound motions. And yeah, I'm behind all of the Influ2’ ads that you see online basically.

Cool. I'm Kevin. I lead ABM for Yotpo here in North America. So really responsible for what we would all call enterprise ABM here in North America, going up market and working mostly with the Shopify ecosystem.

Awesome. Well, we're psyched to have both of you on today. And Anna, I'm going to pass it your way to give us the secrets behind your playbook.

Key takeaways

Person-based ads can be an effective way to increase meeting attendance rates. By targeting ads to specific individuals who are scheduled for calls, you can increase brand awareness and name recognition, which can lead to higher attendance rates.

People who clicked on the ad and visited the landing page prior to their call were 50% more likely to come to the meeting.

Segmenting the audience based on technographics, personas, and buying stages is crucial for delivering targeted ABM campaigns. Marketers should use a variety of creatives that resonate with different audience segments.

Successful ABM campaign execution depends on close collaboration between marketing and sales teams. Marketing should provide visibility into campaign performance and sales should be prepared to follow up on qualified leads.

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