Best Account-Based Marketing Examples

BetterCloud, a SaaS operations management platform, sought to enhance data quality and improve the efficiency of their sales and marketing teams while executing more impactful ABM campaigns. SundaySky, a leading video platform, aimed to enhance their ABM campaigns by effectively targeting high-value accounts to improve engagement and conversion rates. By treating individual companies as “markets of one,” an ABM campaign utilizes personalized content and cross-team alignment between sales and marketing to engage key stakeholders within a target account.

Besides marketing and sales, don’t forget to choose other internal key players account based marketing examples — such as customer success reps — who should be aware of and aligned with your ABM strategy. This will help you make sure that the marketing team is acquiring qualified leads for the sales team. Consider following these steps to create an effective account-based marketing strategy. Once marketing and sales are aligned on approach and which accounts to target, it’s time to map out a go-to-market plan.

To take an ABM approach Snowflake focused on the hyper-personalization aspect. They wanted to increase clicks and conversions on their ads and promotions. You’re going to see significantly higher returns as it focuses on high-quality leads that are more likely to convert. Create and deliver messages that speak directly to their needs, pain points, and business goals. Engagement is often broad, aiming to raise awareness, while at the same time hoping to reel in a handful of potential leads. Traditional marketing is built on reaching as many people as possible(of course, within some parameters identifying your audience).

Schneider Electric’s positive pipeline impact

The eleven case studies in this guide demonstrate each property in practice, from PitchBook's 79% increase in target account website visits to Onfido's 120% lift in enterprise demo bookings. Learn about examples of the account based marketing strategies working across multiple niche’s in 2024. Master the art of sales qualification with strategies tailored for managers. Now, that’s a solid example of an ABM strategy – signed, sealed, and delivered. All of these were powered by web analytics and content optimisation to ensure the right message was getting to the right target when it needed to.

• Unilever’s cleaning brand Persil is one of the UK’s most popular, with its washing-up liquid and dishwasher tablets used by millions of people each year.
• An account-based marketing strategy helps companies stand out from the competition with a content strategy is tailored to suit the individual client.
• The key is choosing software that supports your goals rather than simply following the latest trend.
• ZoomInfo, Clearbit, LinkedIn Sales Navigator Marketing automation Automate email sequences, retargeting campaigns, and lead nurturing workflows.
• These are hot leads that should be the focus of your first efforts.
• “I think more companies will start hiring ABM-specific people, especially if they’re moving into enterprise.” – Amber Bogie, Director of Global Demand Generation at Reachdesk

Build an ICP-first scoring framework

As you apply the ideas outlined above, there are a few social media marketing best practices to keep in mind as you develop the social media presence of your brand. As you gain more data, continue to refine your social media marketing approach. Most social media platforms have analytics built in so you can track performance of your posts, understand your audience, and get insights on the best time to post. As algorithms and user preferences evolve, so too should your social media marketing strategy.

Billboard Message by Intridea

For those who didn’t make it to the booth, Engagio let prospects know they could pick up their bobblehead at a meeting with one of their sales reps. They took pictures of these bobbleheads and emailed their targets letting them know they could pick theirs up at Engagio’s Dreamforce booth. So they took a list of attending companies, identified their Directors of Marketing, and had lifelike bobbleheads made for each of their ABM targets. Touch Three was a neat little kit full of fun and useful goodies to help people be prepared for communication challenges.

The Data Engine Behind Rakuten Advertising’s Million-Dollar Pipeline

From Volkswagen to the University of Chicago, his background is focused in crafting marketing campaigns that drive results. ABM focuses on engaging entire target accounts, while lead generation aims to attract individual prospects. It works best when targeting multiple stakeholders in enterprise accounts, especially in industries like tech, healthcare, finance, and manufacturing. Success in ABM is measured using a combination of engagement metrics, pipeline influence, and revenue performance. Define key performance indicators (KPIs) such as pipeline growth, revenue generated, account penetration, and customer retention. Collaborate with sales teams to determine the priority and feasibility of each account.