4 ABM Success Stories To Inspire Booming Results For Your B2B Brand

This blog covers

1. Introduction
2. What is Account-Based Marketing?
3. Does Account-Based Marketing Work?
4. Inspiring Examples of Account-Based Marketing Campaigns
   1. The one-to-many ABM campaign of Snowflake
   2. The one-to-one approach used by GumGum
   3. Similarweb’s foolproof ABM Strategy
   4. Intridea’s bold and inspiring ABM strategy
5. 5 Easy Steps to Implement Account-Based Marketing
6. Conclusion

Introduction

Account-based marketing (ABM) has taken over as the preferred marketing approach for many businesses, for good reason.

It has been demonstrated that ABM, which combines highly focused inbound marketing and outbound sales efforts, enables businesses to close larger deals more quickly and generate more income.

Before you start your ABM Campaigns, seek out some inspiration. Discover success stories of others who have been there and done that. Explore these 4 inspiring success stories.

What is Account-Based Marketing?

ABM or Account-Based Marketing is a type of digital marketing approach that focuses resources on a specific group of target customers within a market.

In order to engage with each account, ABM customizes campaigns with messaging based on the specific characteristics and requirements of a target account.

ABM takes a broader view of marketing than merely lead generation. Marketing to current client accounts to encourage upselling and cross-selling is one of the keys to getting the most value out of your largest accounts.

Does Account-Based Marketing Work?

Of course, ABM programs work and there are enough stats to show that.

That is precisely why the popularity of this marketing strategy has increased significantly among b2b companies in the past few years, and it continues to grow. The trends in ABM clearly point to that.

Having said that, creating an efficient ABM campaign is not an easy task.

It is challenging for sales and marketing teams of organizations which are just starting out, to execute ABM at first shot.

This is because success in ABM calls for high degrees of collaboration between sales and marketing departments, deep knowledge of the target accounts, plus experience with executing various ABM strategies

4 Inspiring Examples of Account-Based Marketing Campaigns

Let’s look at some examples of successful marketing campaigns of B2B businesses that used account-based marketing strategies.

These examples will help you with the following:

• Get an idea of how ABM marketing works
• Give you insights into different strategies that B2b firms use
• Choose the strategy that will ensure the success of your very first ABM campaign.

1. The one-to-many ABM campaign of Snowflake

   A superb ABM example of a one-to-many campaign is provided by the data warehouse and services firm Snowflake.

   500 accounts were simultaneously targeted by its marketing and sales teams, with only six committed marketers collaborating with sales on ABM operations.

   The main ABM operations at Snowflake focussed on producing high-quality, informative personalized content that speaks to the opportunities, problems, and pain points of its prospects.

   This helped them to establish confidence with its target customers and show that it can comprehend and foresee client difficulties and future demands.

   Snowflake does not restrict access to this content; rather, it makes it publicly available on the web.

2. The one-to-one approach used by GumGum

   GumGum, an AI-based content analysis company, used the innovative approach of one-to-one targeting to sign T-Mobile as a client.

   It decided to grab the attention of the most important person at T-Mobile — its CEO at the time, John Legere.
   Once GumGum marketers learned that Legere was a social media user, it was simple for them to mine his accounts for information about his interests and daily thoughts.

   What did they find out? Legere loves Batman a lot.

   Even though it might not seem like the most crucial fact, GumGum used it to create a highly customized, amusing, and engaging campaign.

   To capture the CEO’s attention, the company commissioned and released an actual comic book. This book featured T-man, a superhero who protects his city from the scourge of poor phone service with the help of his sidekick, Gums.

   John Legere loved this comic book and even shared it on his social media. He eventually gave his business to GumGum.

3. Similarweb’s foolproof ABM Strategy

   Similarweb is another example of a one-to-many campaign.

   Similarweb is a web analytics company that specializes in web traffic and performance. In 2021, they launched a marketing campaign with an ABM strategy of targeting the payment providers that serve different small and big eCommerce companies.

   Their goal was to locate decision-makers at payment companies who matched their ideal customer profile (ICP), engage these clients through the channels they were already familiar with, educate them with specialized and insightful content, and make it simple for them to learn the benefits that Similarweb could offer.

   They started by compiling a list of high-value clients that met all of their key requirements, such as strategic value, product fit, region, and deal value. They then determined each prospect’s contact details.

   Their ABM strategy included the following important aspects:

   • Targeted and engaging content
   • Ads and customized landing pages
   • Outbound sales with customer insights
   • Personalized pitch decks

4. Intridea’s bold and inspiring ABM strategy

   Another audacious one-to-one ABM marketing example comes from UX/UI design firm Intridea.

   Intridea had a somewhat bold and experimental stance when it singled out the advertising firm Ogilvy & Mather as a priority account.

   Their marketing team decided to send Ogilvy & Mather a message. “Ogle this, Ogilvy” was the personalized statement that was written on a billboard that was visible from Ogilvy’s Manhattan headquarters.

   It also had a URL that led to a customized landing page with the words “Made you look. Now employ us.”
   There is a chance that taking such a forceful position might backfire. Fortunately, that didn’t happen in this case.

   The campaign was well received by Lou Aversano, the then CEO of Ogilvy New York, who immediately called Intridea and a meeting was scheduled shortly after.

5 Easy Steps to Implement Account-Based Marketing

When you have a few reliable account-based marketing examples at your disposal, it becomes much simpler to come up with original concepts for your own campaigns. However, to choose the best strategy, you must consider your target audience, your message, and your delivery style.

Once you have chosen an ABM strategy, follow the steps mentioned below to implement it seamlessly.

• Step 1: Identify the key accounts, or high-value target customers, that you know might add the most to the revenue of your business.
• Step 2: Conduct a thorough research on the needs and pain points of these accounts and also find out which point they are at in their customer journey.
• Step 3: Create different marketing campaigns that are customized to suit the needs and address the pain points of different target groups based on the information you gathered during step 2.
• Step 4: Once you have developed the customized marketing campaigns and created personalized content for each target group, run your campaigns and
• Step 5: Last but not least, you must analyze the data collected from your marketing campaigns to figure out what is working and what is not.

Conclusion

We hope these examples have inspired you and given you the information you need to create a result-driven ABM campaign.

Remember, to communicate effectively with your most valuable target accounts, you must first discover their pain points, difficulties, and ambitions.

Then, you must explore the best forms of content to use and select the best channel.

Of course, having the appropriate ABM and marketing tools is crucial.