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 r