Successful Account Based Marketing Examples

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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

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