What is the defining challenge of marketing in today’s age of digital commerce? Cutting through the noise and clutter of an oversaturated media landscape Account Based Marketing to deliver your message to the people who actually need to see it. To do this, ABM marketing is the key. It is for this reason that considering Account Based Marketing examples is important, especially if they are working and generating positive results.
Account-based marketing (ABM) is an approach that has been gaining traction recently, changing the traditional flow and perspective of marketing models. Instead of trying to narrow down a broad potential market to a smaller subset of potential customers, you identify and target the specific customers you want to convert. Then you market directly to them on an individualized basis.
In this way, it is possible to improve the customer experience by offering more personalized products and services or by creating more focused content, a strategy that can be applied to all types of companies using target customers as a reference.
In this article, learn more about what ABM marketing is and practical and successful examples so you can learn from them and apply them in your own company.
What is Account Based Marketing?
ABM Marketing: TOP 5 Account-Based Marketing Examples to Learn From
1. GumGum B2B ABM using custom content
2. LiveRamp generated over $50 million in annual revenue
3. Using ABM marketing tools by Dialpad
4. DocuSign tripled homepage conversions
5. Importance of leveraging israel phone number data the B2B database, Workfront
What is Account Based Marketing?
In account-based marketing (ABM) , the customer is the market. You choose approaches that are designed to be effective for that individual customer. If the customer is an organization and not a single person, then you choose to design approaches for decision makers within the organization. The idea, essentially, is to create customized marketing campaigns based on each customer’s unique needs and desires.
Obviously, ABM is only feasible for certain types of businesses. For B2B companies that have a few high-value customers, ABM can be a very effective methodology. It typically provides a better return on investment than other, less focused marketing efforts.
Because ABM is a tailored approach, it why is customer satisfaction survey very important for every company? can be difficult to provide generalized advice on how to enact a successful ABM strategy. A better way to get familiar with it is to study real-world examples of ABM that have proven to be effective.
abm-examples
ABM Marketing: TOP 5 Account-Based Marketing Examples to Learn From
Now, we intend to help all marketers with actionable insights so that they can make sound strategic decisions for growth. In this article, we have decided to present some great examples of using account-based marketing to create better growth opportunities effectively.
In this article, let’s look at some of the splendid examples of account-based marketing campaign strategies.
1. GumGum B2B ABM using custom content
Businesses that use account-based marketing agb directory must personalize content . However, personalization must go beyond simply using the prospect’s name in the email outreach.
To make an impact, personalized content needs to feel unique, catering to the prospect’s specific interests and demonstrating thoughtfulness in order to create a lasting impression. To do this, it’s vital to show insight and attention to detail—clients can expect that from you once you’re delivering on the projects they pay you to do.
However, it’s not such a simple task. It can be difficult to create interest with personalized content. That’s because it’s easy for it to come across as fake or forced, especially when you’re trying to create a more personal connection using public information about a prospect.
Take contextual intelligence platform GumGum, for example, whose personalized content drives results. In fact, this company set the gold standard for personalized ABM marketing in its efforts to acquire T-Mobile as a customer.
In this case, T-Mobile’s then-CEO John Legere was very active online on social media. This helped GumGum get a feel for his personality and tastes. They learned that he’s a big fan of Batman. ohn-legere-twitter-profile
Beyond the custom T-shirts and phone cases that other ABM-led companies have tried, GumGum commissioned a custom comic book featuring Legere as T-Man, the protagonist dressed in a Batman-inspired outfit.
gumgum-tmobile-comic-book
This bold account-based marketing tactic helped GumGum land a contract with T-Mobile while also gaining exposure on social media.
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When personalizing content, you need to go beyond using mail merge to include the company name and the prospect. Address your message directly to each individual.
Take a cue from GumGum when it comes to designing personalized content. Track media appearances and social profiles to understand a potential customer’s most important interests and design your communications around that.
2. LiveRamp generated over $50 million in annual revenue
Some companies use multi-channel content distribution to improve brand awareness and meet prospects where they already are. For example, data enablement platform LiveRamp took an account-based marketing approach to target a specific list of Fortune 500 companies.
The LiveRamp team used the Lattice Predictive Insights Platform (now part of the Dun & Bradstreet Group) to gather relevant insights on aspects such as graphic signature, online presence, and growth trends. This helped them narrow down their search to a list of the 15 most suitable accounts and where to find them. In this way, they were able to achieve a 33% conversion rate in just four weeks. Over a two-year period, they increased their customer LTV by 25 times.
