5 Examples to Inspire Your Account-Based Marketing Campaign
Account-based marketing or ABM is a marketing strategy focused on individualized, targeted ads for specific users or customers. According to various market surveys, most marketers regard this marketing approach as incredibly beneficial. ABM programs are designed to generate the most potential return on investment.
Check out these five inspiring examples to jumpstart your account-based marketing (ABM) campaign. From creating a target list to developing personalized content, these savvy companies know how to create a successful ABM strategy.
1. Snowflake’s Personalized and Customized Content Experience
Snowflake is a provider of cloud-based data warehouses that wants to enhance the number of clicks and conversions on their campaigns and promotions. They built a library of high-quality content and used it to create a personalized content experience and advertisement for each client account.
Additionally, the content was utilized by Snowflake to inform the target audience based on their stage in the account lifecycle. Snowflake’s advertisements focused on building credibility and reliability rather than boosting conversion.
2. GumGum’s Personalized Storytelling
GumGum is an applied machine vision firm that used ABM to secure business with a new client, T-Mobile. Creating customized content is a wonderful method to attract the attention of your potential customers and demonstrate that you understand their problem areas.
Additionally, the company studied its target market and then developed content based on their interests, using the knowledge to craft a story and make a personal connection with them.
The content that GumGum created is a personalized comic book about T-mobile. As a result, GumGum obtained the account and increased its profits since this content was customized precisely for T-Mobile and the CEO’s preferences.
3. LiveRamp’s Hyper-Targeted Approach
LiveRamp is an identity resolution service that provides third-party data to enterprises to enhance their first-party consumer data. They have demonstrated that hyper-targeted ABM outperforms wide marketing initiatives that aim to sell to as many people as possible.
Furthermore, LiveRamp targeted high-value clients in a way that met their anticipated requirements and interests, resulting in consistent interactions across sales and marketing engagements. A good example of this is when they first implemented their marketing approach; they created a list of 15 high-value customers and achieved a 33 percent conversion rate in four weeks, also boosting their customer LTV by 25 times over two years.
4. Robin’s Picture Showcasing
Robin is a provider of conference room booking software and solutions. They develop workspaces and provide excellent software that assists businesses in keeping the teams organized. Simply talking about software and tools could be boring for the clients, so they took their approach to the next level to engage them and chose to display images of their established customers’ beautiful office settings.
As a result, this idea and approach helped them to gain more clients. Robin increased website traffic and raised brand awareness on different social media channels.
5. Salsify’s Marketing and Sales Team Collaboration
In this approach of Salsify, the marketing team used social media to reach out to their target audience. They updated them with targeted advertising and emails before handing over control to the sales team. As a result, the combined strategy of the marketing and sales teams enabled them to acquire dozens of accounts in less than two hours, outperforming their conversion objective by 22%.
Conclusion
Account-based marketing is a powerful tool, and it’s one that more and more businesses are using to great effect. If you haven’t tried it yet, it is time to start. These five examples should provide some inspiration for the direction of your campaign.
Ready to get started? IMPACT Digital Marketing is ready to help you plan and execute a successful ABM strategy that drives results. Contact us today!
