7 Examples of Account-Based Marketing Done Right Tactics and Strategies

A standout feature was their use of “Door opener kits”—personalized content packages sent to prospects who hadn’t progressed in their buyer journey for 35 days. Instead of a sales pitch, they delivered immediate value by showing each prospect specific cost savings and revenue opportunities. For example, when targeting Saxo Bank, they developed custom advertisements addressing prospects by name and speaking directly to their use cases. Their strategy involved studying target accounts to understand their specific needs.

LinkedIn Ads, Google Display Network, RollWorks Sales engagement tools Automate follow-ups, track engagement, and personalize outreach at scale. HubSpot, Salesforce, Pipedrive Account intelligence & data tools Gather firmographic & technographic data to refine target accounts & identify buying signals. Personalization makes your target accounts feel like your solution was built just for them. The key is to create content that’s both relevant and actionable, making it easy for prospects to see the value in your offering. For the event, Orbit Media analysed the websites of the top 100 manufacturing companies, identifying trends and best practices in UX design.

It was ABM data focused on target accounts and set to specific parameters that would make them more green. Salsify proved that when sales and marketing stand shoulder to shoulder, it’s all gravy, baby! Seamlessly rolling out a multichannel marketing approach built on the back of a highly collaborative effort. Salsify’s marketing and sales teams didn’t just coexist; they thrived together. Then, like a well-oiled machine, the sales team swooped in and followed up.

Benefits of ABM for B2B Businesses

• They provide input on messaging, content, and tactics that will resonate with the target accounts, based on their deep understanding of the accounts’ pain points and objectives.
• They set their sights on T-Mobile as one of the target accounts they wanted to sign.
• With a 40% increase in hit rates and stronger pipeline quality, their CEO is actively tracking in-market accounts.
• These tactics align sales and marketing to engage specific high-value accounts and improve deal conversion rates.
• With over 10 Custom Statuses and 10 Custom Fields—including those for recording the budget, CPA, CPC, clicks, conversion rate, and more—you can track all your KPIs in one place.

This shows that ABM's strategy utilizing multichannel and collaboration between marketing and sales team can bring results beyond expectations. This collaborative approach between their marketing and sales team helped them close dozens of accounts within 2 hours. The kit contained a notebook with a checklist of steps they needed to complete further. It focused on Tier-II and Tier-III clients in their conversion funnel, and that too with the old-school method of direct mailing.

It’s all too easy to start repurposing your old content and ideas, and pretty soon, you’re just back to doing traditional marketing. The tattoos were a big hit and helped GumGum start conversations about the emerging computer vision technologies they specialize in. An Apple Watch also served as a tactile reminder to remember the meeting appointment and follow-up, tied in with the communications-centric services Invoca provides. At the 2015 Dreamforce conference, the tracking and analytics company Invoca ensured everyone who booked a meeting with them would remember who they were. B2B companies can afford to send out bigger, fancier, cooler swag to their prospects. Direct mail marketing has long used little goodies to entice people into giving a second look to unsolicited offers.

Frontline employee experience platform Harri needed a more targeted, data-driven marketing strategy to effectively target high-profile accounts. This strategy increased awareness and built long-term connections with key accounts, reinforcing T-Mobile’s presence and credibility in the public sector. By leveraging a creative, multi-touch account-based marketing approach, T-Mobile effectively captured the attention of higher education accounts, breaking through a traditionally difficult-to-engage sector. As Matthew Miller, Global ABX Principal at Workday, puts it, “Our sales leaders have told us that their most successful salespeople are the ones using account insights daily.”

Strategic planning concept, tactics or strategy to win business… Understanding these fundamentals helps B2B teams improve their sales and marketing effectiveness. Book a demo today to see how Warmly’s signal-based platform can help you identify, prioritize, and engage the accounts that actually convert.

How O2 Leveraged a Value-First Strategy to Achieve a 67.5% Conversion Rate

In ABM, marketing and sales teams work closely together to identify, target, engage, and convert specific high-value accounts. Sales plays a crucial role in ABM by identifying key accounts, providing insights into buying committees, and coordinating personalized outreach. Overall, it enhances customer relationships, drives revenue, and aligns marketing and sales efforts effectively. It involves a deep understanding of the target accounts’ pain points, needs, and goals, and then crafting personalized content, offers, and experiences that resonate with them.

ABM delivers a better ROI by concentrating marketing spend on pre-identified, high-value target accounts, minimizing wasted resources on unqualified leads. Instead of trying to narrow down a wide prospective market into a smaller subset of leads, you identify and target the specific customers you want to convert. Collaboration between sales and marketing is essential to identify what you need to safeguard for live opportunities. There's no point in starting an account-based strategy to then measure marketing by the number of leads created or pipeline sourced. This is another tactic that can be highly effective for a company following a one-to-one Account-Based Marketing strategy trying to seek the attention of the buying committee to upsell and cross-sell.

These are specific, high-value leads that your team has highlighted and grouped together based on criteria like company size, location and industry. The most successful campaigns in this guide aren't just one-way activations. Three structural shifts have made the campaigns in this guide possible at speeds that weren't viable three years ago.

They also Improved conversion rates by focusing on specific accounts and strengthened sales and marketing alignment to help its teams act on key engagement signals. To execute a data-driven, multi-channel ABM program, Workday first identified and prioritized high-value target accounts based on firmographic data and engagement insights. Email marketing platforms like Moosend allow you to personalize every step of the process using automation tools. Use automation to segment accounts based on engagement, ensuring timely, relevant, and personalized follow-ups to each account’s needs. These let your marketing and sales teams efficiently manage and optimize campaigns, delivering the right message to the right person at the right time.

Discover how GrowthJockey's – Full Stack Venture Builder approach to account based marketing, powered by Intellsys.ai, helps enterprises achieve 3x faster pipeline velocity. B2B organisations with tightly aligned sales and marketing operations grew their revenues 24% faster in a three-year period. Without alignment, account based marketing fails. How aligned are sales and marketing? Illustrations of account-based marketing Ready to implement account based marketing but unsure where to begin? Many confuse account based marketing with marketing automation.

With its intent data partnership with Bombora and quality-compliant database, the marketing team can easily create and segment prospecting lists to identify the best accounts to reach out to. A range of tactics can be used in ABM, almost all of which rely on your sales and marketing teams to work hand-in-glove. So you can flip the traditional marketing funnel on its head and act with surgical precision on a carefully curated list of accounts from the get-go.

After identifying your target accounts, you must tailor your marketing and sales messages to each account. Traditional marketing is built on reaching as many people as possible(of course, within some parameters identifying your audience). Account progression metrics also show how far targeted accounts move down the sales funnel, revealing whether your strategy effectively nurtures prospects. Automation solutions will help integrate sales and marketing while providing an easy outlet for managing ABM campaigns, scoring leads, and tracking when and how different types of content are used.