Account-Based Marketing: Benefits & Strategies

They layered Bombora intent data on top of their target account list, filtering for companies actively researching topics related to marketing attribution, data analytics, and competitive intelligence. The examples in this article come from documented B2B campaigns that produced measurable pipeline results. Most articles on ABM tell you to "align sales and marketing" and "personalize your outreach." That advice is not wrong, but it is also not actionable without seeing how real companies have put these principles into practice. Webinars are powerful ABM tools for engaging multiple stakeholders at target accounts simultaneously. Success metrics for ABM include account engagement scores, pipeline velocity, deal size, win rates among target accounts, and revenue generated from your target account list.

Data enablement platform LiveRamp adopted an account-based marketing approach to pursue a targeted list of Fortune 500 companies. They also use multi-channel content distribution to improve brand awareness and meet prospects where they already are. These step-level Opinions enable targeted follow-up conversations that video simply can't support. Interactive demos reveal which features prospects explored, where they spent time, which stakeholders engaged, and where they dropped off. The difference in analytics is equally striking.

The Apple Watch served as a tactile reminder for the meeting appointment and follow-up. And the result was nothing short of amazing! The content was tailored specifically to Legere's interests. Such emotional connection sets companies like Microsoft apart in today's social media-driven world. You can follow in their footsteps and create an interactive experience that takes your business to the next level? Intridea knew how to make an impact, and they were not afraid to be bold and creative to get their message across.

Example 1: Tiered Account Targeting with Custom Creative

Engagio’s marketing analytics help companies identify and prioritize “hot accounts” and map out their “territory” (a.k.a., all their possible accounts). Snowflake built a team of six dedicated account-based marketers running over 500 concurrent 1-to-1 campaigns, with a scoring model tracking Instances of account-based marketing email clicks, website visits and other first-party signals across the buying journey. Using an ABM approach yields higher conversions, lower acquisition costs and increased sales growth between prospects and customers alike. By focusing on specific accounts, the content teams can create copy tailored to those prospects; when high-value content showcases the expertise of the company, the accounts become more engaged.

• Personalize your sales efforts by inviting key prospects from your target accounts, organizing VIP dinners, and offering customized gifts and promotional items.
• When enterprise prospects visit our site, they see dynamic content that speaks directly to them and their needs.
• LinkedIn's advertising platform provides a prime example of account based marketing by enabling B2B marketers to target key decision-makers with precision.
• This is one of the most important account based marketing best practices.
• Traditional marketing is built on reaching as many people as possible(of course, within some parameters identifying your audience).

Additionally, a commissioned report conducted by Forrester showed that 82% of respondents claimed ABM assists in engaging the right accounts at the right time. ABM has also let marketers evaluate their performance more effectively by tracking key metrics, such as website visits, email opens, conversions and other engagement metrics at the account level. Use of ABM campaigns has surged over the last few years as businesses recognize its potential to optimize their marketing efforts and build lasting relationships with their target accounts. By targeting key accounts, companies can optimize their spending for maximum impact while ensuring they are delivering relevant messages at the right time that have the potential to drive conversions. In today's competitive market, having a strategic account-based marketing plan is essential for any business looking to increase its customer base and expand its reach.

Terminus's Multi-Channel Retargeting Across Display, Email, and Web

This allowed Engagio to open up a discussion with each of their prospects in a less intrusive or “salesy” context. Then, they invited their prospects to collect their bobbleheads at a hosted event. Engagio created personalized bobblehead figures of each of the key decision-makers at the companies they were targeting. That means don’t copy these approaches word for word but use them as inspiration to experiment and find the best tactics for your target accounts. Because you’re dedicating time, money, and other resources to specific accounts, you can easily and accurately measure your return on investment for account-based marketing activities. However, sales and marketing must work closely together throughout the entire sales cycle for ABM to be effective.

Create educational content relevant to your target accounts

All of these touchpoints reinforce the same message, making it easier for them to remember your product and feel comfortable engaging with it. With LinkedIn account targeting, you can run sponsored content (ads) that will only be shown to individuals from specific companies or industries you want to target. These events are great for educating your prospects, building relationships, and showcasing your expertise. In ABM, executive outreach means having high-level leaders from your company personally reach out to executives at target accounts.