Account Based Marketing is about being a value magnet. Clearly, several companies have reached the pinnacle of success using this kind of marketing.
Let’s take a look at some Account Based Marketing Examples from Top Brands.
Requirements of a Successful ABM Campaign:
Understanding the core differences between Account-Based Marketing and traditional Lead Generation is crucial for building a highly targeted ABM campaign.
Account Based Marketing vs Lead Generation helps you determine which strategy aligns best with your business goals.
1. Personalization
- ABM, by its very definition, is all about personalization.
- It’s crafting messages that resonate with the account based on a precise knowledge of specific pain points, problems, or aims that it may face as a customer.
- Sometimes that could be a unique e-mail or a specially built landing page for a given account or even a very special offer.
- It sets off confidence and displays deep understanding related to the account which quite surely makes decision-makers warm up.
2. Alignment in Sales and Marketing
- For ABM to be successful, the sales and marketing teams must work hand in hand.
- Both teams need to collaborate on identifying target accounts, developing strategies, and executing campaigns.
- Regular communication and shared goals ensure a seamless experience for the account, from initial engagement to deal closure.
- When sales and marketing are aligned, the likelihood of success increases significantly.
3. Target Account Research
- Deep research about the target account’s industry, business challenges, goals, and decision-making process is required.
- It is achieved by gathering data from company websites, social media profiles, industry reports, and CRM systems.
- Thorough research allows marketers to create highly relevant and impactful campaigns that will resonate with the target account.
4. Clear ROI Measurement
- Measuring success is important to an ABM campaign.
- All metrics and KPIs must be set at the start, such as account engagement, pipeline velocity, and revenue generated.
- Tools like CRM platforms and analytics software can help monitor these metrics.
- A high ROI not only validates a campaign but also ensures that there will be buy-in for future ABM efforts.
Top 7 Account Based Marketing Examples:
1.SaaS: Snowflake's Industry Specific Targeting
ABM Model – 1:Few ABM
Target ICP:
- Current Job Position – Founder, VP of Sales, VP of Cloud Infrastructure
- Demographics
- Industry
- Revenue
- Company Size
- Funding Status
Pain points to Address
- Marketers must connect with customers where they shop, explore, or research, as the buying process is customer-driven.
- Understanding customers’ interests, habits, and needs helps marketers choose the best channels, formats, and messages.
- Beyond demographic and behavioral data, psychographic analysis (beliefs, values, attitudes) and situational factors (seasonality, weather) provide deeper insights.
- Snowflake simplifies audience targeting for marketers, media businesses, and ad companies.
- Its Media AI Data Cloud centralizes audience data, enabling a 360-degree view of customer behavior.
- With advanced data-sharing features, Snowflake creates secure data clean rooms, allowing teams to collaborate on compliant analyses under regulations like GDPR and CCPA.
- This streamlined approach empowers marketers to make smarter, data-driven decisions.
2.Healthcare: Philip's Personalized Outreach to Hospitals
ABM Model – 1:1 ABM
- Philips envisions the “Hospital of the Future” as smarter, safer, and sustainable, driven by design thinking and smart technology.
- By 2030, Philips aims to improve the lives of 3 billion people annually.
- Their people-centered approach helps healthcare providers innovate care delivery through strategic planning, optimized assets, improved workflows, and future-proof infrastructure.
- Philips goes beyond feasibility studies to understand the social and cultural context of patients, mapping their journeys from pre-arrival to post-departure. This ensures tailored, future-ready hospital designs.
- With 19 design offices worldwide and over 550 design professionals, Philips supports hospitals globally, including in India.
- Services include strategic business planning, market analysis, feasibility studies, field research, financial modeling, and clinical workflow design.
- By 2022, Philips had already designed over 3 million square feet of hospital space, improving 4 million lives annually through their innovative solutions.
3.Finance: Salesforce’s ABM for Financial Services
ABM Model – 1:Few ABM
- Salesforce, a leading CRM platform, used ABM to target financial services firms.
- They created industry-specific content, such as case studies and reports, highlighting how their solutions could address regulatory compliance and customer experience challenges.
- Salesforce’s marketing and sales teams worked closely to identify high-potential accounts and deliver personalized outreach.
- This strategy helped them establish a strong presence in the financial sector and drive significant revenue growth.
4.Manufacturing: Cisco’s Focused ABM Campaigns
ABM Model – 1:Many ABM
- Cisco Meraki is a leader in networking solutions, bridging IT infrastructure, IoT, and the physical world.
- With cloud-managed products like wireless access points, switches, and security appliances, Cisco empowers businesses to optimize networks and embrace hybrid work innovation.
- To showcase this vision, Cisco partnered with View stream and Presidio to create a dynamic ABM campaign.
- The campaign featured personalized landing pages tailored to target accounts, updated monthly with fresh content, articles, and interactive features.
- A creative touch included QR codes on postcards leading to these pages, enhancing engagement.
- In May, the campaign went further by hosting a virtual event featuring a barista demonstrating coffee-making techniques, tying into the campaign coffee theme.
- Participants could rate their coffee on the landing page, fostering interaction and feedback.
- By July, the campaign generated 190 opportunities worth $8.5M, with 29 deals closed.
- Cisco’s success earned a nomination for the Marketing Velocity Innovator Awards. This innovative campaign demonstrates Cisco’s dedication to customer-centricity and sets the stage for future B2B marketing excellence.
5.Technology: Drift’s Conversational ABM Strategy
ABM Model – 1:Many ABM
Drift follows a structured planning process to ensure successful campaigns.
Here’s how it works:
- Drift’s first meeting with directors defines the key narratives, what stories need to be told?
- Next, during kickoff and planning meetings, the broader team brainstorms campaigns aligned with these narratives.
- What campaigns will work best for these themes? Tactical leads then decide on offers that fit these narratives.
- For example, if webinars are part of the plan, they can quickly propose several ideas based on the story and target audience. This helps outline webinars or events for the quarter efficiently.
- Once offers are finalized, Drift builds supporting channels and tactics, such as email schedules and blog posts, working backward to meet goals.
- Everything is organized in Asana, with campaigns as the top-level bar. Programs and offers are tagged for easy tracking.
- Drift’s team can quickly check progress, like reviewing a Q4 marketer campaign, and see exactly where things stand.
6.Retail: Amazon Web Services (AWS) ABM Campaign for Retail
ABM Model – 1:Many ABM
- An Amazon Web Services (AWS) account-based marketing (ABM) for retail would focus on making tailor-made marketing strategies with personalized messages that are intended towards specific retail businesses as compared to focusing on thousands or millions of people altogether.
- Such campaign may focus on how an AWS solution might help improve a retailer’s customer experience or how it can be optimized using supply chains and advanced sales tools, including AI recommendations or scalable cloud infrastructure, to boost the sale through online channels.
- The goal of the campaign is therefore to build strong relationships that will increase the trust quotient among the customers while driving sale and adoption of its services in general.
7.Technology&Advertising: GumGum’s Creative ABM Direct Mail Campaign
ABM Model – 1:1 ABM
- Most likely, when you think of Account-Based Marketing (ABM), you picture digital campaigns that are highly targeted.
- To stand out in a crowded advertising market, contextual intelligence firm GumGum used a novel strategy that combined technology and traditional direct mail.
- GumGum started an ABM direct mail campaign to get a meeting with McDonald’s executives rather than only sending emails or LinkedIn messages.
- To demonstrate how their technology could improve McDonald’s advertising strategy, they sent a printed comic book.
- This distinctive, customized approach not only attracted attention but also generated genuine engagement, demonstrating that a little creativity goes a long way in ABM.
- This campaign is a fantastic illustration of how companies can use both offline and digital strategies to stand out from the competition.
These real-world ABM examples showcase how companies implement different strategies, but understanding the Types of Account Based Marketing will help you choose the right approach for your business.
Key Takeaways from ABM Examples
- Customization is Key: Each example demonstrates the importance of tailoring content and messaging to the target account’s needs.
- Collaboration Drives Success: Alignment between sales and marketing teams is crucial for seamless execution.
- Creativity Stands Out: Unique and innovative approaches, like GumGum’s comic book campaign, can make a lasting impression.
- Industry-Specific Strategies Work: Targeting specific industries with relevant content and solutions yields better results.
- Scalability Varies: ABM models range from 1:1 personalization to 1:Many scalable strategies, depending on the target audience.
While these examples showcase various ABM tactics, this Account Based Marketing Case Study provides a deep dive into one company’s proven approach.
Conclusion
Account Based Marketing is effective in terms of generating revenue for the company.
Each of these ABM campaigns highlights a different strategy, but they all share common advantages.
From increased customer engagement to higher conversion rates, these benefits of Account-Based Marketing make it a game-changer for B2B brands.
To implement strategies like these, businesses rely on Account Based Marketing Software to personalize outreach and track key accounts effectively.
If used with the right strategy and customized properly, it can do wonders. It is useful to look at forerunners every now and then to design your own campaign.
