10 Account Based Marketing Campaign Examples You Can Implement Today for Inspiring Results

Based on those interactions, marketers and sales reps know who is showing purchase intent and how to personalize a conversation with them to close the deal. However, ABM goes a step further and identifies the customer instead of waiting to let them identify themselves. They will start from their buyer personas or ideal customer profiles. Most “traditional” marketing strategies—content marketing, inbound marketing, etc.—start from generalizations about the ideal customer.

By understanding their customers’ needs and pain points, companies can tailor messages that show how much they value those relationships and make meaningful connections with each customer. By focusing their marketing efforts on these high-value target accounts, the company has seen a notable increase in revenue from their marketing budget. For example, A software company that provides project management tools for businesses has decided to use Account-Based Marketing to reach out to larger construction companies. According to the Demand Metric report, 60% of companies experience a minimum of 10% growth in revenue during the first year of their ABM program. Finally, if you’re looking for quick wins, Account-Based Marketing isn’t it.

Start by using a visitor identifying tool to see who is visiting your website; this indicates a level of interest in your solution. With an understanding of what ABM is and how it can help your company grow, the next step is to look at how to implement this process. Running targeted ads and email campaigns for hundreds of SaaS companies in a similar growth stage. Engaging several fintech companies with tailored webinars and industry-specific case studies. All of your marketing and sales efforts come with some degree of flexibility. For example, a few companies of the same size and vertical can each be engaged with the same workshop or webinar.

Davidson said, “Ideally, everything you’re doing from the sales and marketing sides, you’re doing together.” 🧡 The easiest way to support internal account-based marketing alignment is with the help of software, like HubSpot, which makes connecting your marketing and sales teams exceptionally easy. Measure your results, learn from what works (and what doesn’t), and gradually expand your program as you develop expertise.

Better Alignment Between Sales and Marketing

Make sure that both marketing and sales teams continue to collaborate on providing meaningful engagement to high-value accounts, no matter where they are in their customer journeys. That means identifying which channels get the most engagement from your key accounts (which may be multiple channels) and personalizing the messaging. This step could be the most important because if you’re putting time and effort into a targeted ABM campaign, you want to target the correct accounts. As ABM focuses on the accounts that will give you the most returns, you need to start by identifying exactly which accounts they are. With this breakthrough 1-to-1 concept, the idea of account-based marketing — focusing on highest-value accounts to drive higher revenue — was a logical next step. B2B companies with ABM programs report a 38% higher sales win rate and 91% larger deal sizes, leading to 24% faster revenue growth.

Step 1: Choose the Right Type of ABM for Your Business

Innovations in automation will also help B2B marketers scale their ABM programs in the future, as automation decreases the amount of effort needed to personalize engagement with key accounts. The continued success of your ABM strategy will depend on close alignment between marketing and sales throughout the entire process. To make the most of ABM, you need to start with a great list of potential target accounts. Adding AI to your ABM mix not only improves results but also makes things easier on marketing teams. Insights from behavior scoring have helped companies set criteria and develop touchpoints that have led to as much as a 2,500% ROI.

Coordinate timing so that marketing and sales efforts complement each other. The best B2B account based marketing company won’t just plug in tools but align tech with business objectives to ensure results. Start by identifying the Decision Making Unit (DMU), typically a mix of executives, managers, and end users, and create tailored content for each role. Generic messaging won’t influence sophisticated B2B buyers.

Using the Lattice Predictive Insights Platform, they identified their highest-potential enterprise prospects and executed a sophisticated five-touch strategy. LiveRamp’s account-based marketing campaign is notable for its focused approach to Named Account Marketing by targeting just 15 Fortune 500 accounts. Whether you’re new to ABM or looking to refine your efforts, these real-world examples provide valuable insights for crafting your own targeted campaigns.

Integrate LinkedIn Ads with other ABM channels, delivering a cohesive experience to your buying groups. Identify accounts actively researching solutions like yours and connect with them through tailored content. Features like identifying a company with IP detection, serving AI enhanced personalization that fits your website to a T and results in native experiences and a lot more are on the horizon. About 93% of companies see better conversion rates by delivering personalized website experiences. Just like O2, even you can start your pilot program by targeting just one strategic account.

ABM requires tight coordination between sales and marketing, as misalignment leads to wasted efforts, inconsistent messaging, and missed opportunities. ABM, or key account marketing, is a revenue-driven strategy that aligns marketing and sales to target and engage high-value accounts as individual markets. If you’re still relying on broad, lead-based marketing, you’re leaving revenue on the table. If you need help creating your branded podcast, contact us today to get started. Think outside the box and don’t be afraid to try new ABM channels or tactics, like podcasting, to reach your audience. After all, they’ve got limited attention and a lot of people vying for it.

In this step, begin researching what channels they're using, influencers they follow, and the content they consume. Orbit Media began by identifying a list of ideal prospects, including marketing decision-makers at mid-sized manufacturing companies. Giving all your teams a single point of contact through a messaging platform like Slack is a great place to start, so marketing and sales teams can keep service updated on key account insights. If your marketing and sales teams need alignment, you’re struggling to deliver personalised engagement at scale, or you need to make the most of a limited marketing budget, adopting an ABM strategy can help you. Many B2B companies struggle to align their sales and marketing teams, which can result in wasted resources, inefficiencies, and missed opportunities.

• Damien's customized frameworks mirror these industry best practices, enabling companies to achieve similar success.
• That’s why 92% of companies with mature ABM programs report it drives more ROI than any other marketing tactic.
• Instead of casting a wide net and hoping to catch some leads, ABM zeroes in on high-value prospects who are already a good fit for your product or service.
• Account-based marketing requires close collaboration between sales and marketing teams.
• To get started with ABM, you need enough high-value customer accounts to make the strategy worthwhile; the data in your CRM can help you see whether this is the case.
• For example, Userled lets you share your custom landing pages via email (and any other channel you’re targetting) and incorporates a personalized landing page thumbnail to help incentivize clicks.

LinkedIn's platform allows marketing and sales leaders to share insightful content through posts and articles to position the company as thought leaders in the space. LinkedIn provides detailed information about companies and professionals, allowing revenue teams to gain valuable insights into target accounts. It's best to approach ABM like a bullseye, starting in the middle with the highest propensity accounts, and moving outwards only when the team has saturated each ring. Consider the industries, company sizes, and demographics of the most successful clients that can help identify similar prospects. For brands starting account-based marketing campaigns, it's best to start small and identify patterns within the most successful customers.

Influ2 allows us to be one step ahead of the curve with our marketing campaigns. Influ2 is allowing us to get our brand in front of people we have not been able to through traditional sales attempts. Spot the moment named buyers start exploring topics that matter to you — even in a zero-click reality. Every impression should go to people your sales team actually wants.

As mentioned above, many companies are forming "revenue teams" that are a combination of sales and marketing professionals. Outside of traditional channels, account-based marketing can leverage creative campaigns like small personal events and dinners, custom gifting, or pretty much whatever the creative mind can conceive. With LinkedIn, brands have access to marketing and sales solutions and specific targeting parameters for both. There's no single way to do account-based marketing, but there is a high-level playbook marketing leaders can follow to help implement it at their companies.

If business-specific companies are Account-based marketing campaign prioritizing the resolution of business-specific problems, then ABM is a good fit for their marketing efforts and sales strategy. These companies focus on bonding with the right account instead of individuals. The strategy aligns the marketing and sales team to create customized ABM campaigns for these key accounts. ABM personalizes marketing approaches and sales teams’ strategies for procuring high-value accounts. AMB can also look like using direct mail to engage target account contacts to start a conversation or professional relationship.