sales-b2b-advertising

Name: sales-b2b-advertising
Author: sales-skills

86stars9forks

How to install sales-b2b-advertising?

sales-skills/sales/sales-b2b-advertising

$npx -y skills add sales-skills/sales --skill sales-b2b-advertising

Installs into the current project.

Summary

Account-based B2B advertising — display ads, retargeting, cross-channel campaigns targeting specific accounts or segments. Use when ABM ads aren't reaching target accounts, display ad CTRs are low, retargeted visitors aren't converting, B2B audiences are too broad or too small, c

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SKILL.md

1	# B2B Account-Based Advertising
2
3	Help the user plan and execute account-based B2B advertising campaigns — display, social, retargeting, and connected TV. This skill is tool-agnostic but includes platform-specific guidance for ZoomInfo MarketingOS, Demandbase, 6sense, Terminus (now DemandScience), RollWorks, LinkedIn Ads, and Google Ads (B2B targeting).
4
5	## Step 1 — Gather context
6
7
8	If `references/learnings.md` exists, read it first for accumulated knowledge.
9
10	Ask the user:
11
12	1. What's your advertising goal?
13	- A) Build awareness at target accounts (top-of-funnel ABM)
14	- B) Accelerate pipeline — engage accounts already in-cycle
15	- C) Retarget website visitors who didn't convert
16	- D) Support outbound campaigns with air cover
17	- E) Re-engage churned or dormant accounts
18	- F) Promote content/events to a target account list
19	- G) Not sure — need a B2B ad strategy
20
21	2. What channels are you considering?
22	- A) Display / programmatic ads
23	- B) LinkedIn Ads
24	- C) Facebook / Meta (B2B targeting)
25	- D) Connected TV (CTV)
26	- E) Google Ads (search or display)
27	- F) Multiple / all channels
28	- G) Not sure — recommend channels
29
30	3. What ABM/advertising platform do you have?
31	- A) ZoomInfo MarketingOS
32	- B) Demandbase
33	- C) 6sense
34	- D) Terminus (DemandScience)
35	- E) RollWorks
36	- F) LinkedIn Campaign Manager only
37	- G) Google Ads only
38	- H) None — evaluating options
39	- I) Other — describe it
40
41	4. How are you defining your target audience?
42	- A) Named account list (specific companies)
43	- B) Firmographic criteria (industry, size, revenue)
44	- C) Intent signals (accounts researching relevant topics)
45	- D) Website visitors (retargeting)
46	- E) CRM segments (pipeline stage, lifecycle)
47	- F) Combination of the above
48
49	## Step 2 — Strategy and platform reference
50
51	Read `references/platform-guide.md` for B2B vs B2C comparison, campaign types, audience building, budget framework, attribution, and platform-specific guidance (ZoomInfo, Demandbase, 6sense, Terminus, RollWorks, LinkedIn, Clay, AdRoll, Reddit Ads, Google Ads).
52
53	You no longer need the platform guide details — focus on the user's specific situation.
54
55	## Step 3 — Actionable guidance
56
57	### Launching your first ABM ad campaign
58	1. Define your target account list (TAL) — start with 200-500 accounts max
59	2. Choose 1-2 channels — LinkedIn + display is the standard starting point
60	3. Create 3-5 ad variants — test problem-focused vs solution-focused creative
61	4. Set a 90-day pilot budget — commit enough budget to reach statistical significance
62	5. Align with sales — tell SDRs which accounts are seeing ads, adjust outbound timing
63	6. Measure account-level — don't judge B2B ads on clicks; measure pipeline influence
64
65	### Creative best practices for B2B
66	- Lead with the problem, not your product — "Still managing compliance in spreadsheets?"
67	- Use specific numbers — "Reduce audit prep time by 73%" beats "Save time on audits"
68	- Match creative to intent stage — awareness (industry trends) → consideration (case studies) → decision (demo/pricing)
69	- Personalize by segment — different creative for different industries, company sizes, or personas
70	- Keep it simple — B2B display ads have 1-2 seconds of attention. One message, one CTA.
71
72	### Metrics to track
73	- Account reach — % of TAL that saw at least one ad impression
74	- Account engagement — website visits, content downloads from ad-exposed accounts
75	- Pipeline influence — $ pipeline created at ad-exposed accounts
76	- Cost per engaged account — total spend / accounts that showed engagement
77	- Lift vs control — engagement rate of ad-exposed accounts vs unexposed (if you have a holdout group)
78
79	## Gotchas
80
81	1. Don't judge B2B ads by click-through rate — B2B display CTR is typically 0.05-0.1%. That's normal. Measure account-level engagement and pipeline influence instead.
82
83	2. Small account lists need larger budgets per account — targeting 100 accounts with $1,000/mo means $10/account/mo, which isn't enough for meaningful reach. Either increase budget or expand the list.
84
85	3. LinkedIn matched audiences require 300+ matches — if your uploaded account list has fewer than 300 Linke

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Type

sales-b2b-advertising

86stars9forks

View on GitHub

How to install sales-b2b-advertising?

sales-skills/sales/sales-b2b-advertising

$npx -y skills add sales-skills/sales --skill sales-b2b-advertising

Installs into the current project.

Summary

Files · 1

View on GitHub

SKILL.md

1	# B2B Account-Based Advertising
2
3	Help the user plan and execute account-based B2B advertising campaigns — display, social, retargeting, and connected TV. This skill is tool-agnostic but includes platform-specific guidance for ZoomInfo MarketingOS, Demandbase, 6sense, Terminus (now DemandScience), RollWorks, LinkedIn Ads, and Google Ads (B2B targeting).
4
5	## Step 1 — Gather context
6
7
8	If `references/learnings.md` exists, read it first for accumulated knowledge.
9
10	Ask the user:
11
12	1. What's your advertising goal?
13	- A) Build awareness at target accounts (top-of-funnel ABM)
14	- B) Accelerate pipeline — engage accounts already in-cycle
15	- C) Retarget website visitors who didn't convert
16	- D) Support outbound campaigns with air cover
17	- E) Re-engage churned or dormant accounts
18	- F) Promote content/events to a target account list
19	- G) Not sure — need a B2B ad strategy
20
21	2. What channels are you considering?
22	- A) Display / programmatic ads
23	- B) LinkedIn Ads
24	- C) Facebook / Meta (B2B targeting)
25	- D) Connected TV (CTV)
26	- E) Google Ads (search or display)
27	- F) Multiple / all channels
28	- G) Not sure — recommend channels
29
30	3. What ABM/advertising platform do you have?
31	- A) ZoomInfo MarketingOS
32	- B) Demandbase
33	- C) 6sense
34	- D) Terminus (DemandScience)
35	- E) RollWorks
36	- F) LinkedIn Campaign Manager only
37	- G) Google Ads only
38	- H) None — evaluating options
39	- I) Other — describe it
40
41	4. How are you defining your target audience?
42	- A) Named account list (specific companies)
43	- B) Firmographic criteria (industry, size, revenue)
44	- C) Intent signals (accounts researching relevant topics)
45	- D) Website visitors (retargeting)
46	- E) CRM segments (pipeline stage, lifecycle)
47	- F) Combination of the above
48
49	## Step 2 — Strategy and platform reference
50
51	Read `references/platform-guide.md` for B2B vs B2C comparison, campaign types, audience building, budget framework, attribution, and platform-specific guidance (ZoomInfo, Demandbase, 6sense, Terminus, RollWorks, LinkedIn, Clay, AdRoll, Reddit Ads, Google Ads).
52
53	You no longer need the platform guide details — focus on the user's specific situation.
54
55	## Step 3 — Actionable guidance
56
57	### Launching your first ABM ad campaign
58	1. Define your target account list (TAL) — start with 200-500 accounts max
59	2. Choose 1-2 channels — LinkedIn + display is the standard starting point
60	3. Create 3-5 ad variants — test problem-focused vs solution-focused creative
61	4. Set a 90-day pilot budget — commit enough budget to reach statistical significance
62	5. Align with sales — tell SDRs which accounts are seeing ads, adjust outbound timing
63	6. Measure account-level — don't judge B2B ads on clicks; measure pipeline influence
64
65	### Creative best practices for B2B
66	- Lead with the problem, not your product — "Still managing compliance in spreadsheets?"
67	- Use specific numbers — "Reduce audit prep time by 73%" beats "Save time on audits"
68	- Match creative to intent stage — awareness (industry trends) → consideration (case studies) → decision (demo/pricing)
69	- Personalize by segment — different creative for different industries, company sizes, or personas
70	- Keep it simple — B2B display ads have 1-2 seconds of attention. One message, one CTA.
71
72	### Metrics to track
73	- Account reach — % of TAL that saw at least one ad impression
74	- Account engagement — website visits, content downloads from ad-exposed accounts
75	- Pipeline influence — $ pipeline created at ad-exposed accounts
76	- Cost per engaged account — total spend / accounts that showed engagement
77	- Lift vs control — engagement rate of ad-exposed accounts vs unexposed (if you have a holdout group)
78
79	## Gotchas
80
81	1. Don't judge B2B ads by click-through rate — B2B display CTR is typically 0.05-0.1%. That's normal. Measure account-level engagement and pipeline influence instead.
82
83	2. Small account lists need larger budgets per account — targeting 100 accounts with $1,000/mo means $10/account/mo, which isn't enough for meaningful reach. Either increase budget or expand the list.
84
85	3. LinkedIn matched audiences require 300+ matches — if your uploaded account list has fewer than 300 Linke

People who liked this also viewed

6 picks

Type