Lauren Alt-Kishpaugh
VP of Marketing
As we’ve talked about in prior blog posts, account-based marketing campaigns can bring a host of benefits to your sales team, including more efficient outreach and targeted digital marketing efforts. We know that many people learn best through real-word examples, so we’ve put together this list of 12 highly effective account-based marketing examples to show you what great looks like.
12 Examples of Successful ABM Campaigns
1. Iintridea's Bold Billboard Campaign
Intridea is a web design company that executed a bold and innovative billboard campaign to engage advertising firm Ogilvy & Mather. They placed a custom billboard with a targeted message near Ogilvy’s Manhattan office, sparking interest and engagement. This campaign highlights how unconventional and creative tactics, like targeted display ads, can be effectively used in ABM to catch the attention of specific accounts and stand out in a competitive market.
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2. Fruition's Dynamic Copy Alteration
Fruition's Dynamic Copy Alteration campaign stands as a sophisticated example of hyper-personalized marketing in the realm of ABM. As a website CMS provider for airports, Fruition took the unique step of customizing its advertising to resonate directly with each target airport. By using airport-specific location codes (IATA codes), Fruition’s ads created a highly personalized experience. Once a prospect from a particular airport clicked on these tailored ads, they were led to a custom-designed homepage that directly referenced their airport. This level of personalization was instrumental in capturing and retaining the attention of potential clients, significantly enhancing user engagement and interaction on the site.
3. Dialpad's Integrated ABM Approach with Demandbase
Dialpad, an AI-powered cloud communications company, showcased ABM excellence by integrating its sales and marketing teams with Demandbase’s ABM platform. This partnership provided the sales team complete visibility into marketing activities, transforming lead nurturing into a cohesive effort. As leads reached the marketing qualified lead (MQL) threshold, sales reps received alerts with detailed insights, turning cold calls into informed, warm engagements, significantly boosting conversions.
4. Robin's Visual Appeal
Scheduling software provider Robin’s ABM campaign uniquely capitalized on visual elements to boost engagement. By showcasing beautiful office spaces, they not only increased website traffic but also saw a notable increase in leads. This strategy underscores the effectiveness of using visually appealing content in ABM to capture the interest of target accounts and stand out in a crowded digital landscape.
5. RollWorks' Direct Mailing Strategy
Enterprise software platform RollWorks creatively integrated direct mail into their ABM strategy, targeting Tier-II and Tier-III accounts with a ‘Door Opener Kit.’ This approach, blending traditional and digital tactics, led to an impressive closing rate, showcasing the potential of direct mail in re-engaging prospects and enhancing the overall effectiveness of ABM campaigns.
6. LiveRamp's Hyper-Targets Approach
Data collaboration platform LiveRamp exemplified the power of a hyper-targeted ABM campaign by focusing on just 15 high-value clients, achieving an impressive conversion rate in just a month. Their approach involved meticulous account selection, personalized outreach, and leveraging key account insights, illustrating how focusing on fewer, more relevant accounts can significantly enhance conversion rates and overall marketing effectiveness.
7. Salsify's Collaborative Approach
Salsify, a product experience management company, put on an innovative roadshow in New York City that exemplified the power of collaboration between sales and marketing teams in an ABM campaign. This approach highlighted how aligning both teams can create impactful engagement with high-value accounts, emphasizing the importance of a unified marketing strategy and clear communication channels to enhance the effectiveness of ABM tactics.
8. Personalized Content by Snowflake
Snowflake is a cloud-computing-based data cloud company whose ABM strategy revolved around using customized content to engage with specific accounts, demonstrating the power of personalized messaging and content marketing. They created a library of high-quality content tailored to different stages of the account lifecycle, focusing on educating the target audience rather than directly driving conversions. This approach helped Snowflake establish credibility and reliability, enhancing customer experience and engagement in their sales funnel.
9. DocuSign's Segmented Approach
DocuSign successfully utilized an industry-specific messaging strategy in their ABM campaign, underscoring the significance of segmentation in amplifying the sales pipeline. This targeted approach allowed them to address specific needs and pain points of different industries, optimizing touchpoints and ensuring more effective and personalized marketing efforts.
10. O2's Giving Before Receiving Strategy
Telecom company O2's ABM approach of offering personalized reports to potential clients before sales interactions exemplifies a value-first strategy. This method, focusing on providing actionable insights and benefits to prospects, helped in establishing trust and credibility early in the sales cycle. By tailoring reports to each target account's specific needs and showcasing how O2's services could be beneficial, they effectively used personalized content to create meaningful engagement, ultimately leading to high conversion rates.
11. T-Mobile's Engagement with Customized Comic Books
Contextual intelligence firm GumGum's innovative strategy to engage T-Mobile with a custom comic book is a prime example of the power of creative, personalized content in ABM. This approach went beyond traditional marketing tactics, using unique storytelling to capture the interest of key decision-makers. By aligning the content with the interests of T-Mobile's CEO, GumGum was able to create a memorable and impactful marketing experience, demonstrating the effectiveness of tailored content in ABM campaigns.
12. Armory's Tech Stack Segmentation
Armory, a continuous deployment solution provider, segmented its ABM campaigns based on the existing tech stacks of target accounts. They created tailored messaging for accounts using the continuous delivery platform Spinnaker, offering solutions to enhance Spinnaker's effectiveness through dedicated landing pages and educational content.
Create Your Own Successful ABM Campaign With Postal
These diverse ABM campaign examples highlight the vast possibilities within account-based marketing. They demonstrate how a well-crafted ABM strategy, incorporating elements like direct mail, targeted digital ads, and creative content, can significantly impact sales cycles, lead generation, and overall marketing success.
As you consider implementing these strategies, Postal’s platform can be an invaluable asset. Postal offers automation, marketing automation integration, and personalized outreach tools that can enhance your ABM campaigns, providing a comprehensive solution for engaging high-value accounts and driving conversion rates.
For businesses looking to optimize their ABM efforts, Postal provides the tools and capabilities to create a more dynamic and effective marketing approach. Try a free demo and see the Postal difference today.
