Account based Marketing Examples – Ever Wondered How Tech Giants Nail ABM

1. Account based Marketing Examples Ever Wondered How Tech Giants Nail ABM?

2. Introduction Ever wondered how tech giants seem to hit the mark every time with their account based marketing (ABM) strategies? It’s no coincidence that they’re using advanced b2b account based marketing services to target high-value accounts with precision. In this Video, we’ll delve into real-world examples of account based marketing for b2b abm from companies like DocuSign, GumGum, LiveRamp, Dialpad, and Terminus. Let’s explore how these companies use ABM to drive impressive results.

3. What is Account Based Marketing? • Account-Based Marketing (ABM) is a targeted marketing strategy where you focus on individual accounts or companies rather than a broad audience. The approach involves: • Identification: Selecting specific high-value companies that align with your ideal customer profile. • Personalization: Creating customized marketing campaigns tailored to the needs and characteristics of each target account. • Alignment: Ensuring close collaboration between sales and marketing teams to deliver a cohesive and personalized approach to each account. • Engagement: Using personalized content, outreach, and interactions to engage key decision-makers within the target accounts. • Measurement: Tracking and analyzing the success of your efforts to refine strategies and optimize outcomes. • ABM aims to build deeper relationships with key accounts and drive higher-quality leads and conversions by focusing on the most promising prospects.

4. 1. LiveRamp • LiveRamp, a data enablement platform, drove over $50M in annual revenue from just 15 target accounts. They adopted an ABM approach to pursue a list of Fortune 500 companies, utilizing the Lattice Predictive Insights Platform. This tool helped them gather intelligence on firmographics, online presence, and growth trends, narrowing their focus to the best-fit accounts. • Their multi-channel strategy included: • Display advertising • Email marketing • Outbound SDR calling • LiveRamp’s alignment between sales and marketing teams was key. Their SDRs worked closely with marketing to ensure a cohesive strategy, resulting in a significant revenue boost.

5. 2. DocuSign • DocuSign tripled their homepage conversions using dynamic content as part of their ABM strategy. They created industry-targeted homepages with personalized content like customer testimonials. • Their approach included: • Digital advertising targeting 450 enterprise clients • Dynamic content on landing pages • Optimized free trial forms

6. 3. GumGum • GumGum, a contextual intelligence platform, landed a contract with T-Mobile through a creative ABM campaign. They identified John Legere, then-CEO of T-Mobile, as a key stakeholder and created a custom comic book featuring him as the superhero “T-Man.” This unique and personalized approach not only caught Legere’s attention but also garnered social media exposure. • Their ABM tactics included: • Deep research into key stakeholders’ interests • Creative personalized content • Leveraging social media for engagement • GumGum’s success highlights the importance of creativity and personalization in ABM campaigns.

7. 4. Dialpad • Dialpad, an AI-powered cloud communications platform, bridged the gap between their sales and marketing teams. By aligning both teams and sharing a common view of target accounts, they significantly improved their outreach efforts. • Their ABM approach involved: • Integrated marketing and sales teams • Customized content throughout the buyer’s journey • This alignment led to smarter conversations with decision-makers and higher conversion rates, proving the importance of sales and marketing synergy in ABM.

8. 5. Terminus • Terminus is a leader in the b2b account based marketing services field, offering comprehensive ABM solutions. They implemented a sophisticated multi-touch ABM strategy, focusing on high-value accounts with personalized outreach and content. • Their strategy included: • Account-specific content creation • Targeted email campaigns • Use of data analytics to refine targeting • Terminus’s approach ensured that they could effectively engage and convert high-value prospects, demonstrating the effectiveness of tailored ABM strategies.

9. Final Thoughts • Tech giants like DocuSign, GumGum, LiveRamp, Dialpad, and Terminus are leading the way in B2B Account based marketing services. Their success stories reveal key strategies that can be replicated, such as deep personalization, multi-channel outreach, and strong alignment between sales and marketing. • When looking to implement ABM in your organization, consider these steps: • Define clear criteria for target accounts. • Use data-driven insights to refine your targeting. • Create personalized, multi-channel campaigns. • Ensure alignment between sales and marketing teams. • By adopting these practices, you can enhance your ABM efforts and drive better results for your business.