Why ABM Makes B2B Ads Better: Combining Creativity & Data for Smarter Marketing

Let’s kick guesswork to the curb, because in today’s ABM game, precision and creativity are the real MVPs. No more disconnected efforts or spray-and-pray strategies. Success now means harnessing the power of data while keeping your campaigns as bold as your ambitions.

RollWorks equips B2B marketing and sales teams with the ultimate playbook to spot high-value accounts, engage key decision-makers, and scale ABM programs like a pro. Think of it as the perfect blend of science and artistry, because when data and creativity join forces, magic (and measurable results) happen.

Data spots opportunities, and creativity transforms them into campaigns that break through the noise, resonate with buyers, and deliver measurable results. In this article, you’ll find proven practices for combining creativity with data in ABM, practical methods for aligning teams, and how RollWorks can set you up to succeed.

The foundation of modern ABM: data that drives action

Data lays the groundwork for ABM success, helping marketers zero in on the accounts that matter most. RollWorks’ InIQ equips marketers to identify high-fit accounts, segment buying committees, and design campaigns with greater precision. InIQ analyzes keyword searches, website activity, and account trends, showing marketers where their efforts will have the biggest impact.

How InIQ transforms account targeting

  • Detect early intent: InIQ tracks keyword searches, website activity, and account-level behavior to flag early buying intent, giving marketers a head start.

  • Segment with precision: Firmographic, technographic, and behavioral data pinpoint the right individuals in buying committees, no matter their stage in the journey.

  • Prioritize high-value accounts: Fit scoring ranks accounts by conversion potential, making every campaign more efficient and ROI-focused.

With InIQ, marketers can act on early signals, prioritize opportunities, and build campaigns that deliver results where it counts.

Why creativity is key in ABM

Data gets your campaign in front of the right audience. Creativity makes it stick. In a crowded B2B market, bold and compelling messaging is what grabs attention, sparks connections, and drives action. Creativity turns insights into impactful campaigns that demand to be noticed.

How creativity drives ABM campaigns

  • Storytelling that connects: Data reveals your audience’s challenges, but creativity transforms that information into stories that resonate. For example, a healthcare campaign could highlight patient success stories to show real-world value and connect emotionally and logically.

  • Dynamic b2b ads that respond in real time: RollWorks’ dynamic ad capabilities personalize creative elements like images and headlines based on account data. This shifts campaigns from generic to relevant, turning static content into meaningful experiences.

  • Fresh messaging strategies: Creativity pushes boundaries with innovative formats and bold approaches. Use interactive elements like quizzes or polls to spark engagement, or create striking copy that challenges the ordinary and stands out in inboxes and feeds.

  • Visuals that grab attention: Whether it’s dynamic videos crafted for the buyer’s journey or visually striking designs tailored to an industry, bold visuals make campaigns memorable.

Creativity in action: Data meets bold execution

Picture a cybersecurity campaign targeting technology executives. InIQ reveals accounts researching industry-specific threats. With this data, the creative team develops an interactive “threat map” customized to each prospect’s industry. Dynamic B2B ads highlight these risks, while the campaign’s CTA leads to customized playbooks addressing those challenges. The approach drives engagement, opens conversations, and pushes accounts deeper into the pipeline.

When data and creativity work together, campaigns resonate. It’s the difference between being seen and being remembered. RollWorks gives marketers the tools to bring both precision and creativity to every campaign, delivering messages that stick and drive results.

Blending science and art for ABM success

Data and creativity work best when they’re combined. Together, they create campaigns that engage, convert, and drive measurable results. Here’s how marketers can bring these elements together:

Use creative briefs

Creative briefs keep sales and marketing teams aligned around shared goals. A clear and focused brief eliminates confusion and sets the tone for every campaign. Key elements include:

  • Audience profiles: Define target accounts and personas with intent data. Include their goals, challenges, and behaviors.

  • Campaign goals: Set specific metrics for success, like engagement rates or pipeline growth.

  • Key messaging: Incorporate data-driven insights to craft messages that resonate with your audience.

  • Creative direction: Provide clear guidelines on tone, visuals, and formats to maintain consistency across every touchpoint.

Apply multi-touch mapping

Multi-touch mapping organizes every interaction across the buyer’s journey. It builds a coordinated experience that leads prospects from awareness to decision:

  • Map the journey: Identify where accounts are in the buying process—whether they’re just learning about your solution or ready to take action.

  • Sequence messages: Deliver educational content early in the journey and follow up with product-focused messaging as intent signals grow.

  • Combine formats: Use a mix of dynamic B2B ads, personalized emails, and landing pages to create a consistent yet engaging experience.

Test and iterate

Testing separates good campaigns from great ones. RollWorks makes it easy to test creative elements and refine campaigns based on performance data:

  • A/B test content: Compare different headlines, visuals, and CTAs to see what resonates.

  • Optimize with real-time adjustments: Adjust ad budgets, placements, and targeting to keep campaigns efficient and effective.

  • Use performance metrics to improve: Analyze results regularly and adjust your approach to increase engagement and conversions.

Marketers who combine data insights with creative processes build campaigns that leave a lasting impact. With tools like RollWorks’ platform, they can focus on creating strategies that truly connect.

How RollWorks makes data-driven creativity possible

Balancing data and creativity might seem challenging, but RollWorks simplifies the process with powerful tools that drive real results. Here’s how:

InIQ: Targeting high-value accounts with precision

RollWorks’ InIQ uses AI and machine learning to analyze buying intent, identify accounts with the highest potential, and map out key decision-makers. This data enables marketers to create campaigns that hit the mark every time.

Machine learning: Optimizing in real time

The platform handles the heavy lifting by automating ad placements, audience targeting, and budget adjustments. Marketers can focus on crafting creative campaigns while RollWorks fine-tunes performance behind the scenes.

Scalability: Multi-touch campaigns that connect

RollWorks makes it easy to scale campaigns across multiple channels while keeping them personal. With integrations into platforms like HubSpot and Salesforce, the platform aligns your marketing and sales efforts, making every touchpoint more effective.

Start your ABM transformation

Combining data and creativity drives ABM success. Data highlights the opportunities, while creativity builds campaigns that resonate and convert. Together, they fuel revenue growth and deeper engagement with your most valuable accounts.

RollWorks helps you think bigger and aim higher with tools that connect data-driven strategies and creative execution. As the command center for your ABM strategy, RollWorks gives you everything you need to deliver measurable results.

Start your ABM transformation with free resources designed to set your team up for success. 

Take the first step today with RollWorks.

About the Author

Alysha Parker, Content Marketing Manager

Alysha is a Content Marketer at RollWorks

Follow on Linkedin More Content by Alysha Parker, Content Marketing Manager

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