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ABM Marketing Examples: Strategies for Successful B2B Campaigns

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Imagine having a marketing strategy that not only guarantees results, but also attracts major clients and generates millions in revenue.

Welcome to the world of Account-Based Marketing (ABM).

Companies across industries have witnessed game-changing success with their ABM campaigns, unlocking new possibilities for growth and expansion.

Discover the incredible power of ABM marketing examples and prepare to be inspired by the extraordinary results achieved through this revolutionary approach.

abm marketing examples

ABM marketing, or Account-Based Marketing, involves targeting specific accounts or companies with personalized marketing strategies.

Some examples of successful ABM marketing campaigns include:

1.

Salsify achieved 82 registrants in just 2 hours by reaching out to potential customers directly.

2.

Robin increased website traffic by 50% and leads by 20% by showcasing customer office spaces through social media and paid advertising.

3.

DocuSign experienced a 22% increase in sales pipeline, 59% engagement rate, 300% increase in page views, and 26% decrease in bounce rate through personalized display ad campaigns targeting specific industries.

4.

Personify saw significant results such as 39x more engaged site visitors, 47x more ROI on contributed pipeline, 25x more ROI on contributed revenue, and 8.5x more ROI on marketing-sourced revenue after implementing a full-fledged ABM program.

5.

GumGum successfully landed T-Mobile as a client through a personalized comic book featuring T-Mobile’s CEO and targeted marketing using image-recognizing technology.

6.

Intridea secured a meeting with Ogilvy & Mathers through a one-to-one ABM campaign involving a billboard and custom URL.

7.

Sweet Fish increased brand awareness and revenue by inviting ideal buyers to be on their podcast instead of sending sales pitches.

8.

Auth0 generated over $3 million in pipeline through structured ABM programs and personalizing content beyond just using prospect names.

9.

Caroo reached 85% of target accounts after a rebrand and utilizing ABM to capitalize on market changes.

10.

Pipedrive used ABM to upsell to existing customers for their new add-on product called Campaigns, potentially generating $350k in additional Monthly Recurring Revenue (MRR).

Key Points:

  • Salsify achieved 82 registrants in just 2 hours through direct outreach to potential customers.
  • Robin increased website traffic by 50% and leads by 20% through showcasing customer office spaces on social media and paid advertising.
  • DocuSign experienced a 22% increase in sales pipeline, 59% engagement rate, 300% increase in page views, and 26% decrease in bounce rate through personalized display ad campaigns targeting specific industries.
  • Personify saw significant results such as 39x more engaged site visitors, 47x more ROI on contributed pipeline, 25x more ROI on contributed revenue, and 8.5x more ROI on marketing-sourced revenue after implementing a full-fledged ABM program.
  • GumGum landed T-Mobile as a client through a personalized comic book and targeted marketing using image-recognizing technology.
  • Intridea secured a meeting with Ogilvy & Mathers through a one-to-one ABM campaign involving a billboard and custom URL.

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💡 Did You Know?

1. ABM (Account-Based Marketing) was originally popularized by IT companies in the early 2000s, but has since expanded to various industries including software, financial services, and healthcare.

2. In ABM marketing, “whale hunting” refers to the strategy of targeting large, high-value accounts. This term was coined due to the parallel of hunting for the largest and most valuable animals in the ocean.

3. A well-known example of ABM marketing is IBM’s campaign targeting top executives at airports through personalized digital billboards. The campaign displayed different messages tailored to each executive’s industry, showcasing IBM’s ability to provide solutions relevant to their specific needs.

4. ABM marketing relies heavily on close collaboration between marketing and sales teams. According to a survey by SiriusDecisions, 91% of companies with ABM programs reported having tightly aligned marketing and sales strategies.

5. ABM marketing often involves creating highly personalized content and experiences for targeted accounts. Research shows that 97% of marketers believe personalization advances customer relationships, with ABM being a prominent approach to achieve this level of personalization.

Salsify: Quick Results With ABM Campaign

Salsify, a leading product experience management platform, achieved remarkable success with their ABM campaign. Within just two hours of reaching out to potential customers, they were able to register 82 attendees for their upcoming webinar. This quick turnaround demonstrated the effectiveness and efficiency of their ABM strategy.

By targeting specific accounts that fit their ideal customer profile, Salsify was able to personalize their messaging and offer a compelling value proposition. This tailored approach resonated with their target audience, resulting in a high response rate and a significant number of registrations.

Robin: Boosting Website Traffic and Lead Generation With ABM

Robin, a workplace management platform, utilized Account-Based Marketing (ABM) to achieve remarkable outcomes in terms of website traffic and lead generation. Through the strategic utilization of social media and paid advertising, they effectively showcased customer office spaces, resulting in an astounding 50% surge in website traffic and a 20% increase in lead generation.

By incorporating customer stories and captivating visuals into their content, Robin was able to create engaging and persuasive material that deeply resonated with their target audience. Through harnessing the power of social media and paid advertising, they successfully reached their desired buyers, consequently boosting brand awareness and generating high-quality leads. This accomplishment has now laid a solid foundation for future business growth.

DocuSign: Impressive Metrics From Personalized Display Ads

DocuSign, the pioneering e-signature software company, experienced significant success through personalized display ad campaigns targeted at specific industries. As a result, they achieved an impressive 22% increase in the sales pipeline, a 59% engagement rate, a 300% increase in page views, and a 26% decrease in bounce rate.

By leveraging data-driven insights and market segmentation, DocuSign was able to deliver highly targeted ads to their ideal customers. These personalized ads resonated with specific industries, leading to higher engagement and conversion rates. The impressive metrics achieved demonstrate the power of ABM when combined with personalized digital advertising strategies.

  • Personalized display ad campaigns targeted at specific industries
  • 22% increase in sales pipeline
  • 59% engagement rate
  • 300% increase in page views
  • 26% decrease in bounce rate

“The impressive metrics achieved by DocuSign demonstrate the power of ABM when combined with personalized digital advertising strategies.”

Personify: Phenomenal ROI From Full-Fledged ABM Program

Personify, an event management software company, achieved exceptional results after implementing a full-fledged ABM program. They saw an incredible 39x increase in engaged site visitors, 47x more ROI on contributed pipeline, 25x more ROI on contributed revenue, and 8.5x more ROI on marketing-sourced revenue.

By aligning marketing and sales efforts and focusing on highly targeted account-based strategies, Personify was able to drive significant business growth. Their ABM program allowed them to build strong relationships with key decision-makers, resulting in higher conversions and revenue. The phenomenal ROI achieved showcases the immense value of a strategic and comprehensive ABM approach.

Benefits of Personify’s ABM program:

  • 39x increase in engaged site visitors
  • 47x more ROI on contributed pipeline
  • 25x more ROI on contributed revenue
  • 8.5x more ROI on marketing-sourced revenue

“The phenomenal ROI achieved showcases the immense value of a strategic and comprehensive ABM approach.”

GumGum: Winning T-Mobile As A Client Through Personalization

GumGum, an artificial intelligence company specializing in image recognition, successfully landed T-Mobile as a client through a highly personalized ABM campaign.
They created a customized comic book featuring T-Mobile’s CEO and utilized image recognizing technology for targeted marketing.

This innovative approach allowed GumGum to captivate T-Mobile’s attention and demonstrate the value their solution could bring to their business.
By tailoring their messaging and content to address T-Mobile’s specific needs and challenges, GumGum was able to win them over as a valued client.
This example showcases the power of personalization and creativity in ABM campaigns.

Intridea: Securing A Meeting With Ogilvy & Mather With ABM

Intridea, a digital product development agency, successfully secured a meeting with Ogilvy & Mather through a one-to-one ABM campaign.

They utilized a billboard and custom URL to capture the attention of the advertising giant.

This unconventional and highly targeted approach allowed Intridea to stand out from the competition and grab the interest of their ideal buyer. By leveraging ABM strategies and thinking outside the box, they were able to secure a valuable meeting, opening doors for potential collaboration and future growth.

  • Intridea, a digital product development agency, secured a meeting with Ogilvy & Mather through a one-to-one ABM campaign.
  • They utilized a billboard and custom URL to capture the attention of the advertising giant.
  • This unconventional and highly targeted approach allowed Intridea to stand out and attract their ideal buyer.
  • By leveraging ABM strategies and thinking outside the box, they secured a valuable meeting, opening doors for potential collaboration and future growth.

Sweet Fish: Building Brand Awareness And Revenue Through Podcasts

Sweet Fish, a B2B podcasting agency, adopted a unique ABM approach to build brand awareness and drive revenue. Instead of sending traditional sales pitches, they invited ideal buyers to be guests on their podcast.

By offering a platform for thought leadership and industry insights, Sweet Fish was able to establish themselves as a trusted authority in their niche. This approach not only increased brand awareness but also served as a powerful lead generation tool. By providing value to their target audience, Sweet Fish was able to build strong relationships and ultimately drive revenue growth.

Auth0: Over $3 Million Pipeline From Structured ABM Programs

Auth0, known for its identity and access management platform, achieved remarkable success with their ABM programs, generating a pipeline of over $3 million. What set them apart was their commitment to personalization and targeting beyond just using prospect names. This approach allowed Auth0 to create impactful campaigns that truly connected with their target accounts.

Auth0’s ABM strategy revolved around strengthening relationships with key accounts and delivering personalized content at every stage of the buyer’s journey. By carefully tailoring their messaging and offers to address the unique requirements of each target account, Auth0 achieved impressive results, driving substantial pipeline growth and fueling their business expansion.

Caroo: Capitalizing On Market Changes With ABM

Caroo, an employee gifting platform, utilized ABM to successfully capitalize on market changes after a rebrand. Through targeted account-based strategies, they were able to reach 85% of their target accounts.

By understanding the unique challenges and pain points of their target audience, Caroo was able to tailor their messaging and offerings to address specific needs. This approach allowed them to effectively position their brand and generate interest from their ideal customers during a crucial period of market change.

Pipedrive: Upselling With ABM For New Product, Campaigns

Pipedrive, a leading CRM platform, utilized Account-Based Marketing (ABM) to drive upsells of their new add-on product called Campaigns to existing customers. Through targeting specific accounts and tailoring their messaging to emphasize the value of the new product, Pipedrive potentially generated an additional $350k in monthly recurring revenue.

This ABM approach allowed Pipedrive to capitalize on their existing customer base and achieve incremental revenue growth. By focusing on personalized outreach and emphasizing the benefits of the new product, they successfully upsold to their customers while minimizing customer acquisition costs.

These ABM marketing examples highlight the power and effectiveness of targeted account-based strategies in driving business growth.

Incorporating ABM into B2B marketing campaigns can be a game-changer for businesses, helping them differentiate themselves in a crowded marketplace and achieve their growth objectives. The key benefits of ABM include:

  • Personalized content and messaging targeting specific accounts
  • Opportunities for innovation by tailoring offerings to meet specific needs
  • Building strong and lasting relationships with key accounts

By leveraging these ABM strategies, businesses can generate remarkable results in terms of lead generation, revenue growth, and brand awareness.

FAQ

What are the three types of ABM?

The three types of ABM can be categorized as Strategic ABM, Marketing ABM, and Programmatic ABM. Visualizing these approaches as a pyramid, the foundation is formed by Programmatic ABM, where investment and return are comparatively lower. Moving up the pyramid, we reach Marketing ABM, which builds on the foundation by focusing more on targeted marketing efforts. Finally, at the top of the pyramid, we have Strategic ABM, which encompasses a holistic approach and involves the highest investment and potential return. By understanding and utilizing these three types of ABM, businesses can optimize their strategies and achieve more effective results.

What are ABM platforms?

ABM platforms are innovative technological tools that empower marketers to execute account-based marketing programs on a large scale. These platforms include features such as account selection, planning, engagement, and reporting, ensuring marketers can effectively target and engage with specific accounts. By utilizing ABM platforms, marketers are equipped with the necessary tools to enhance their marketing strategies, personalize campaigns, and achieve improved results by focusing on specific target accounts. Overall, ABM platforms provide a comprehensive solution that enables marketers to implement strategic and targeted marketing efforts.

What does an ABM campaign look like?

An ABM campaign is a highly targeted approach to B2B marketing and sales that revolves around key decision-makers. It involves tailoring the entire buying experience to the specific individuals within the target account by leveraging various channels such as content, direct messaging, email, and video. These personalized touchpoints aim to resonate with the individual’s pain points and deliver valuable insights that ultimately nurture them into becoming customers. The campaign’s success lies in its ability to prioritize quality interactions over a broad reach, ensuring a higher likelihood of converting key decision-makers into loyal customers.

What is a good ABM strategy?

A good ABM strategy includes personalized communication and engagement tactics tailored to individual accounts. By understanding the specific needs and preferences of each account, you can deliver targeted and relevant content that resonates with them. This can be achieved through effective data analysis and segmentation, enabling you to create personalized experiences that build trust and loyalty. Additionally, regularly seeking feedback from accounts and making necessary adjustments to meet their evolving needs is crucial for maintaining consistent and exceptional customer experiences.