The world of digital advertising is full of surprises, and Google’s generative AI search is the latest plot twist. While this evolution may raise a few eyebrows, there’s good news: advertisers aren’t feeling the heat — at least, not yet. But in the fast-paced game of B2B marketing, waiting to react is a recipe for trouble.
At RollWorks, we know the future of advertising is all about being proactive, not reactive. That’s where Account-Based Advertising (ABA) comes in. As Google tinkers with how people search, ABA ensures your strategy stays sharp, your ads keep performing, and your prospects see your brand at just the right time. Let’s dig into why ABA is the tool you need to stay ahead, regardless of how search evolves.
Search Is Shifting, but Your Ads Don’t Have To
Generative AI is poised to change how users discover content — creating richer, more complex search experiences. But despite the headlines, paid ads remain safe for now. Advertisers are still getting the exposure they need, which means no immediate need to sound the alarm.
But here’s the catch: just because we aren’t feeling the effects yet doesn’t mean we won’t. Generative search could shift the way prospects interact with your content. That’s why taking a proactive approach to advertising, like with ABA, is critical. At RollWorks, we believe that getting ahead of the change is the key to staying relevant.
After all, the future might be AI-powered, but your strategy shouldn’t be on autopilot.
ABA vs. Generative Search: The Data-Driven Difference
The real power of ABA lies in its precision. Rather than casting a wide net, ABA focuses on the accounts that matter most to your business — no guesswork, just actionable insights. RollWorks takes this to the next level with advanced AI technology built on a proprietary foundation of over 25 million company profiles and 92 million contacts. This foundation expands marketers’ views into high-fit accounts, drives awareness, and ensures that buyers stay engaged at the right moments through precision advertising.
While Google’s AI experiments with how users search for answers, RollWorks empowers you to connect with high-fit buyers who are already primed for engagement. We know your buyers better than Google knows its own algorithm
Multi-Touch Ads: Staying Front and Center with the Right Buyers
The beauty of ABA isn’t just in finding the right accounts; it’s about engaging them in meaningful ways throughout their buying journey. That’s where RollWorks’ multi-touch advertising comes into play. We help you create a surround-sound effect across platforms like LinkedIn, Instagram, and the open web, keeping your brand top-of-mind before your buyers even start searching.
Ad-influenced accounts see a 234% faster progression through the sales pipeline. Plus, RollWorks customers report a 2-3x increase in site visits, thanks to precise ABA targeting. Even better, ABA helps you stay relevant across multiple touchpoints — so by the time a prospect starts their search, they already know who you are.
Generative search might help users find answers, but with RollWorks, you’re already giving them the solutions they need.
ABA Future-Proofs Your Advertising Strategy
If there’s one constant in digital marketing, it’s change. But the good news is that ABA is built to adapt. Powered by machine learning, RollWorks’ ABA strategy responds to real-time buyer behavior, ensuring that your ads always hit the mark, even as search algorithms evolve.
We’re not just keeping up with industry shifts; we’re leading the way. Take Google’s Privacy Sandbox initiative as an example. RollWorks is at the forefront of testing new solutions for ad targeting, making sure our customers are prepared for a world beyond third-party cookies.
Search engines might evolve, but with RollWorks, you’re always one step ahead — even when the rules change. And isn’t that the goal? To stay relevant and deliver value, no matter how unpredictable the future gets.
Future-Proof Your B2B Advertising with RollWorks ABA
Generative AI and evolving search engines are inevitable. But instead of waiting for these changes to impact your business, take charge with RollWorks’ ABA. With our data-driven, account-focused strategies, you’ll stay ahead of the competition and in front of the buyers who matter most — all while ensuring your advertising dollars are spent wisely.
Ready to future-proof your advertising strategy? Learn more about how RollWorks can help you keep pace in this ever changing digital chapter and ensure that your high-fit accounts are always engaged.
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