Successful Account Based Marketing Examples

-

 

Here’s an example of how Engagio ran its first ever ABM campaign and saw great results through a unified multichannel approach.

Complex Account Based Everything Bonaza - Engagio

  • Target accounts: 300
  • Goal: have 20% of those accounts turn into opportunities (65% Marketing Qualified Accounts per engagement with a 30% meeting rate)
  • Marketing: owns initial setup and execution of the campaign, delivers MQAs to sales
  • Sales: owns follow-up to any responses and MQAs, converts engagement into opportunities
  • Channels utilized: Human emails from/to multiple players + Direct mail package + LinkedIn profile views + LinkedIn messages + Phone calls + Account based ads

Below is Engagio’s day-by-day breakdown of how the campaign played out:

 

Engagio discovered that engagement with the campaign didn’t cluster around a particular channel; it was scattered.


Key takeaway: Multichannel approach is key for maximum engagement. It’s important to hit all the different touchpoints so we can have everyone’s response – and to always deliver value, regardless of the channel.

LiveRamp

  • In order to engage prospective customers, LiveRamp adopted a multichannel approach that allowed teams to book several meetings with Fortune 500 companies.
  • LiveRamp credited their success to four main initiatives:
  • Strong alignment between their marketing and SDR teams
  • Their high value, regional thought leadership events that emphasize learning and development
  • Cohesive engagement and messaging via personalized display advertising, marketing email promotions, multi-touch SDR strategies, and direct mail
  • Automation

The teams used a hyper-focused approach to target list creation and took this strategy to come up with 15 high-value clients. That resulted in a 33% conversion rate from cold leads to meetings within just a four-week timeframe. LiveRamp also found that their ABM campaigns performed significantly better than their broad campaigns and generated a 2x increase in previously dormant accounts as well as a 10x increase in year-on-year revenue.

Key takeaway: It takes integration of multiple initiatives in order to create a successful ABM campaign. LiveRamp’s hyper-targeted approach coupled with strong coordination between their teams as well as their high-value offerings that sought to educate and inform their prospects integrated seamlessly, resulting in success.

Read more: https://deck7.com/blog/your-latest-account-based-marketing-guide-to-b2b-success?utm_source=Niranjan

Comments

Post a Comment

Popular posts from this blog

What are the B2B Email marketing software ?

-
Image
  What are the B2B Email marketing software ? Digital marketing has exploded over the past decade. With so many tools and software to choose from, it's hard to focus on your strategy. There were around 150 marketing tools in 2011. More than 5,000 marketing tools were reported in 2017. With this type of growth, it can be confusing which program to choose. Most companies want to capitalize on ROI. Research shows that email marketing has the highest ROI among all other marketing channels. It has been going this way for many years and the results are constantly increasing. The benefits are endless and your budget will approve your research on best practices in email marketing. Email marketing Good reason As mentioned earlier, email is the best marketing channel to use when optimizing your return on investment. With thousands of email service providers, the cost is very low. Compared to TV commercials, you're paying a fraction of the price to reach the same hundreds of thousands of
Read more

What will be the B2B Lead Generation scenario in 2021 ?

-
Image
  What will be the B2B Lead Generation scenario in 2021 ? Lead generation is easier than ever for B2B marketers and we are trying to be patient in 2020. According to HubSpot, 61% of marketers say traffic and lead generation is their biggest challenge. With the proliferation of various digital marketing techniques, marketing teams use every conceivable process to reach prospects to generate more leads. As a matter of fact, potential customers don't have a fixed formula, and they won't. This is one of the main reasons most IT companies consider it a dead process. This is a very subjective part of the customer journey and depends on whether the company is B2B or B2C. However, as business plans have been adapted to current market conditions, it is fair to realize the endless possibilities that a good lead generation process can bring to a company. 2021 B2B lead generation potential The report suggests that the quality and transformation of B2B business audiences will be paramount
Read more

What is the lead generation process ?

-
Image
  Important components of a B2B Lead Generation Strategy What problems can potential customers solve? Sales and marketing teams are often involved in the most common but complex situations in conducting B2B lead generation activities . Some of these exhausted cases involve constantly coming up with new ways to maintain potential customer engagement. The other is to find the most ideal way to deal with poor sales performance. In this rut, the team misses completing a lead generation process that properly meets the needs of B2B companies and guarantees qualified leads. To make this easier, we've created a list that shows how lead generation can help. The lead generation process raises brand awareness. It allows you to select your chosen target audience, deliver the content they like, and thereby attract them to your product / service. Lead generation is a cost savings. Compared to other digital methods, lead generation definitely saves a lot of extra cost when it comes to running ong
Read more