5 Trend-Setting Examples of Account-Based Marketing

Purva Mishra | September 24, 2021 | 225 views

These days the challenges that the marketing and the sales team face are tremendous. The pressure to meet targets, deadlines, achieve revenue, and at the same time keep the clients satisfied is not an easy task. And to add to the woes, there is massive competition in the industry.

But there is one way to overcome all the obstacles and achieve targets while keeping clients happy and satisfied. This strategy is ABM- Account-Based Marketing. ABM campaigns have been a trendsetter in the B2B marketing field for a long time. As it ensures successful marketing, businesses are turning towards this thriving approach.

What Exactly Is Account-Based Marketing?

Account-based marketing is identifying the target, high-value customers and selling your product/service to them. This ABM approach allows you to concentrate on exclusive clients and guarantees the best ROI.

What Is B2B Account-Based Marketing?

B2B account-based marketing is targeting an organization with specific and personalized marketing campaigns. When you target the decision-makers of an organization, you need to tread with caution. When you design a marketing strategy for them, personalize it, and deliver everything to increase their brand value.

Thus, ABM is a marketing strategy wherein the sales and the marketing team have to put their heads together to deliver an impeccable buying experience for the best and valuable clients.

Tactics to Implement a Successful Account-Based Marketing

According to the Pardot site survey, 89% of businesses reported higher ROI in ABM than traditional marketing methods.

If you develop an account-based marketing plan, here are some tips to follow:
  • Collaborate working of the marketing and sales team to identify high-value clients and gather maximum data about them.
  • Use social media to gather data and create a personalized approach for the clients.
  • Try to sync in with the brand of the target company to develop relatable content and graphics.
  • Recognize the expertise, pain points, and challenges of the target account and frame communication.
  • Send personalized emails addressing the challenges your target account faces.
  • Host face to face or virtual events

5 Trend-setting Examples of Account-Based Marketing

ABM is a marketing strategy that has shown guaranteed success in the B2B industry. You have to sculpt unique ideas and have a personalized approach towards your targeted clients. The clients should feel that you have made efforts to know them, understand them, and address the challenges that they face.

Some companies have achieved an altogether different benchmark in ABM strategy. As a result, these are prominent examples of B2B account-based marketing.

Let us go through their account-based marketing case study and learn their ways of execution.

Snowflake- Excellent Use of Content Creation

“We needed to make sure that when you see an ABM campaign, it’s reflective of not only sales input but also product marketing, partner marketing, field marketing, and our SDRs. We needed a way to co-create one cohesive message for our key accounts.” — Hillary Carpio, Director of ABM, Snowflake.

Snowflake, a cloud-based data warehousing company, utilized its in-house services in the best way to create a library of high-quality content. This content is used to create personalized experiences for high-valued and targeted accounts. Then, this personalized content creates account-based marketing campaigns customized to reach the target customers.

Gumgum- Using Technology the Right Way.

GumGum collaborated and created an effective marketing product for the Clorox brand. They showcased this product at the Clorox annual iConnect Conference.

The product they created was turning a temporary tattoo into a fascinating 3D animation while incorporating logos of the concerned brands. It was a hit among the Clorox brand, and almost 200 attendees downloaded the GumGum app.

Intridea- Making the Right Confrontational Approach

Intridea did take a risk by implementing the direct approach of ABM advertising. They rented a billboard right across the advertising giant Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line.

And they succeeded in fixing a meeting with Ogilvy’s CEO.

Payscale- Utilizing Data to Gain Profits

Payscale helps employers manage compensations in the right way. They also aid employees know their correct market value.

Payscale collaborated with their sales and marketing team to gather the correct information about ABM target accounts. Once they had ample information about the company’s decision-makers, they targeted the client with their best ad campaigns.

As a result, their ROI was six times more compared to any other marketing strategy!

O2- Gathered Data to Create Personalized Reports.

O2 is a leading ICT service provider.

The organization targeted many high-value clients and created personalized reports for them. Their modus operandi was to curate personalized reports on how the organization will benefit by utilizing O2 for their ICT services. The dedicated teams also emphasized on face to face meetings for customized strategies.

As a result, O2 had a successful ABM strategy as they achieved 313% of their target pipeline.

The Bottom Line

Account-based marketing strategies are incorporated in unique ways. As a result, there are many ideas where you can implement account-based marketing to stand out and gain maximum ROI. All you have to do is gather data and make the correct use of it.

So gear up and come up with uncommon ideas and, you never know your company could make it to the list of trendsetting examples of B2B account-based marketing!

Frequently Asked Questions

What are the best strategies for successful account-based marketing?

  • Enlist your high-value clients and gather maximum data about them(Social media can be of great help.)
  • Address their pain points and portray how well you know the organization
  • Collaborate with the marketing and sales team in the best way to provide appropriate solutions
  • Deliver 100% relevance in communication

What are the advantages of incorporating ABM?

  • Faster sales process
  • Guaranteed maximum ROI
  • Cost Efficiency
  • Shorter sales cycle
  • Deliver excellent value to high-value customers

When should you implement ABM?

ABM should be used in the B2B industry to sell to clients with high-value accounts. ABM should be implemented when an organization notices that certain exclusive clients can be easily converted with personalized strategies.

Spotlight

Position²

Position² is a fast-growing Demand Generation company, venture backed by Accel Partners. We are dedicated to super-ambitious global startups and enterprise brands that have the goal to exponentially scale and grow their business. Position² offers a cohesive line of Demand Generation products which includes Marketing Automation, Content Marketing and Paid Acquisition and we are a proud Google and Marketo agency partner.

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Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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Position² is a fast-growing Demand Generation company, venture backed by Accel Partners. We are dedicated to super-ambitious global startups and enterprise brands that have the goal to exponentially scale and grow their business. Position² offers a cohesive line of Demand Generation products which includes Marketing Automation, Content Marketing and Paid Acquisition and we are a proud Google and Marketo agency partner.

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