Account-based advertising for valuable B2B relationships

Win the room before you enter it.

Managed account-based advertising beyond LinkedIn.

We plan and run advertising around the companies and buying roles you want to reach, building familiarity before and during the sales conversation.

Map your marketSee relevant work

Evidence

Small audiences. Serious results.

See all work

Financial Services

M&G Investments Southern Africa (formerly Prudential)

53%

of 890 targeted stakeholders downloaded the institutional fund fact sheet

Objective
Open doors to strategic institutional accounts and showcase segregated and pooled investment products.
Audience
890 key stakeholders and C-suite executives at 28 institutions in South Africa, Nigeria, Ghana and Kenya.
Result
53% downloaded the fund fact sheet; 93% engaged by clicking the messaging or searching for the brand.
Timeframe
Three months
Measured by
Fact sheet downloads and engagement recorded against the supplied target list.
Read the case

Financial Services

Investec Stock Brokers

60%

increase in website visitors

Objective
Educate stockbrokers about IDX Futures, a new product, without reaching retail investors.
Audience
750 stockbrokers matched from a supplied list of 1,200.
Result
60% more website visitors and 40% more page views.
Timeframe
Compared with a three-month benchmark period
Measured by
Website analytics against the benchmark period.
Read the case

Professional Services

EY-Parthenon

6,329

identified senior individuals reached at 191 target organisations

Objective
Launch EY-Parthenon in Africa and build awareness with senior business leaders.
Audience
CFOs, CTOs and COOs at 191 target organisations in five countries, plus 35,000+ people they work closely with.
Result
6,329 identified individuals reached; 11.11% engagement; webinar reach 10× original expectations.
Timeframe
Two months
Measured by
Platform reach and engagement reporting.
Read the case

Historical campaign results, each with its own timeframe and measurement basis. They are not forecasts.

Where Dot fits

The advertising layer of your ABM.

ABM brings sales and marketing together around the accounts you want to win.

Dot manages the advertising layer: audience planning, targeted media, optimisation and reporting.

We work alongside your sales outreach, content, events and LinkedIn activity.

Your team

  • Account priorities
  • Product knowledge
  • Sales follow-up

Together

  • Messaging
  • Destinations
  • Measurement

Dot

  • Audience feasibility
  • Media activation
  • Optimisation
  • Reporting

How Dot works

Find them. Surround them. Move them.

Three connected disciplines. One commercial objective.

Illustrative example: a software company targeting finance and IT buying groups at 60 selected businesses.

  1. 01Find them

    1. Step 1

      Choose the accounts

      Companies, markets and the commercial objective.

      60 mid-sized banks and insurers in South Africa and Kenya. Goal: get on the shortlist for a finance platform.

      Output: Account plan

    2. Step 2

      Map the buying group

      Relevant functions and seniority, then a check on reachable audience coverage.

      CFOs and finance directors, CIOs and IT architects. Coverage checked market by market, with the gaps stated.

      Output: Audience plan

  2. 02Surround them

    1. Step 3

      Match the message

      Give each buying role a relevant reason to care.

      Finance sees the cost case. IT sees integration and security.

      Output: Creative plan

    2. Step 4

      Run the advertising

      Display and native, with video where appropriate.

      Display and native across the selected accounts, paced over the quarter.

      Output: Live campaign

  3. 03Move them

    1. Step 5

      Read the signals

      Delivery, engagement, website actions and available account-level reporting.

      Which accounts and roles are engaging, and which pages they visit.

      Output: Report

    2. Step 6

      Learn with sales

      Combine the findings with account knowledge and refine the campaign.

      Sales confirms which accounts are in conversation; budget moves towards them.

      Output: Next action

Your wider marketing and sales

  • CRM
  • Sales outreach
  • Content
  • Events
  • LinkedIn

Run by your team. Connected to Dot through planning at the start and feedback during the campaign.

What we run, and how we read it

Who runs what

Dot-managed media

  • Programmatic displayCore
  • Native advertisingCore
  • Online videoWhere appropriate

Your wider marketing activity

  • LinkedIn
  • Sales outreach
  • Email
  • Events
  • Content
  • Search

Coordinated with Dot where appropriate. Run by your team or your other partners.

Account-level patterns

Illustrative data

We read engagement by account and buying function, not by tracked individual.

AccountFinanceITProcurementLeadership
Account Ahighmediumlowmedium
Account Bmediumhighnonelow
Account Clowlowmediumnone
Account Dnonemediumnonelow
A larger dot means more engagement from that function at that account. What can be read depends on the platforms, the market and your website tracking.

Example reports

Illustrative data

Sample quarterly campaign report, "The room knows your name": accounts reached, roles per account, qualified actions, weekly frequency, media mix, buying committee coverage and commercial progression from 240 target accounts to 18 opportunities.

Examples, not client results. The budgets, channel mix and funnel numbers are illustrative. They are not a standard budget, a standard set of channels or a typical outcome. Your plan is set by your market and objective.

What depends on your data. Reach, frequency and media mix come from the advertising platforms. Website actions, account-level engagement and pipeline stages need your analytics and CRM connected, and attribution stays limited. Engagement is not purchase intent.

The package

What you get, and what it costs.

What you get

  1. 01

    Audience plan

    Accounts, markets, buying roles and coverage limitations.

  2. 02

    Campaign plan

    Messages, channels, creative requirements and measurement.

  3. 03

    Managed delivery

    Activation and optimisation by the Amorphous team.

  4. 04

    Reporting and review

    What happened and what we recommend next.

What we need from you

  • Your target-account list (TAL) and ideal customer profile (ICP)
  • Product knowledge and key messages
  • Creative assets, or a brief for us to create them
  • Access to your website destinations and tracking
  • Feedback from sales during the campaign

Scoped separately, agreed before launch

  • Creative origination
  • Resizing to ad formats
  • Landing pages
  • Tracking and integrations

Commercial shape

Campaigns from

USD 10,000

per month, including media.

  • Typical launch in two to three weeks, depending on requirements.
  • Delivered by the Amorphous team.
Brief Dot

Some markets are too valuable for mass marketing.

Agency? Keep the client. Add Dot.

Frequently asked questions.

All questions
What does a campaign cost?

Campaigns start from USD 10,000 a month, including media.

How long does it take to launch?

Usually two weeks from order, sometimes three, depending on the audience and the complexity of the creative.

Who does the work?

The Amorphous team. Dot Network is run by Amorphous New Media, a digital agency based in Johannesburg and Cape Town, which plans, runs and reports every Dot campaign.

Do we need a target-account list?

No.

We can begin with your ideal customer profile, target industries, relevant markets and buying roles.

A supplied target-account list allows us to develop a more specific account opportunity assessment once the appropriate data arrangements are in place.

Is this different from LinkedIn advertising?

LinkedIn can be a valuable channel for reaching professional audiences.

Dot builds account-based advertising programmes around the commercial audience first, then uses appropriate media channels to create relevant exposure.

That may extend across display, native, video and other coordinated activity.

How do you measure success?

We begin by agreeing the commercial objective and available measurement methods.

Campaign reporting may include audience reach, frequency, engagement, relevant website behaviour and account-level activity where measurable.

We distinguish media delivery from commercial outcomes and explain the limits of attribution.

Who do you need to win?

Exploring?

Request a free market snapshot.

  • A written assessment from a person at Dot.
  • Within 5 working days. No charge.

Ready to run a campaign?

Brief Dot.

  • Your business, your campaign and how to reach you.
  • We reply within 2 working days.
  • Campaigns from USD 10,000 a month, including media.
  • Typical launch in two to three weeks.
Brief Dot