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As a seasoned marketing professional, I've seen my fair share of ABM campaigns, but every once in a while, something truly remarkable comes along. These campaigns are so well-executed that they make you sit up and take notice. So, without further ado, let's dive into 3 outstanding account-based marketing campaign examples that'll make you go "Wow!" - and help you understand what made them work so well.
GumGum's Creative ABM Campaigns 🎨
GumGum, a company specializing in contextual advertising, utilized their creativity to execute successful ABM campaigns targeting T-Mobile.
For T-Mobile, GumGum discovered that the CEO was a fan of comic books.
They created a special comic named T-man and Gums, in which the superheroes fought bad cell phone service while possessing computer vision superpowers.
Upon completing the comic book, they sent 100 copies to T-Mobile and its associated agencies. In just a few hours, Legere took to Twitter to express his appreciation for the work. This unique approach resonated with the CEO and resulted in a meeting with the company.
Although the ABM strategy was a gamble, it successfully initiated a significant dialogue that ultimately resulted in T-Mobile becoming a client.
The Scoop: Don't be afraid to think outside the box. A creative and unique approach can help you capture the attention of your target accounts and showcase your company's strengths.
DocuSign's Dynamic Content Strategy 📄
DocuSign, a front-runner in electronic signatures and digital transaction management, crafted an outstanding ABM strategy by utilizing Demandbase's range of account intelligence tools. They developed a focused digital advertising campaign aimed at 450 enterprise clients who fit their ABM criteria.
Nonetheless, DocuSign observed that visitors were leaving the site before engaging with the most crucial content. To enhance on-page interaction, they implemented personalization by creating industry-specific homepages featuring dynamic content such as customer testimonials.
This approach, combined with a fine-tuned free trial form, yielded remarkable results:
22% growth in sales pipeline across the six industries
59% engagement rate
300% surge in page views
26% reduction in bounce rate
The Scoop: When combining ABM with an inbound method, use dynamic content to deliver an industry-relevant experience that is specific to the account you're targeting. Personalize homepage copy and imagery based on your target account's current growth stage to speak directly to audience needs and increase on-site conversion.
Unity's Recipe for ABM Success 🎯
Unity teamed up with LinkedIn Ads Manager and Digital Radish to launch a hyper-targeted campaign, showcasing personalized content tailored to each industry sector.
They created bespoke landing pages, e-books, education relevant to revenue-generating use-case scenarios to drive interest, and videos highlighting the benefits and use cases of Unity's platform for each targeted industry.
To fine-tune Unity's marketing strategy, positioning, and market access routes, they conducted interviews with potential buyers and industry influencers, assessed competitors, analyzed buyer personas, explored market trends, and examined product requirements.
Next, they devised a two-tiered campaign to initially raise awareness and later reach high-value buyers. The first stage encompassed a survey of 1,000 architects across 135 countries, which helped shape their thought-provoking content, "The Future of Virtualization in Architecture." This content was distributed through influencers, media partners, digital platforms, and the press.
The second stage involved an Account-Based Marketing campaign featuring a virtual reality app.
This innovative approach showcased Unity's technology by providing 600 architects with a mesmerizing VR experience right at their desks.
Unity's ABM strategy garnered some impressive results:
£2m in pipeline revenue
Increased conversion rates by 45% in specific campaigns by using Lead Gen Ads
LinkedIn was responsible for over 80% of Unity's qualified leads
Additionally, Unity's creative ABM campaign with Digital Radish not only expanded their market reach but also generated 4,000 leads through a virtual reality app, which ultimately earned them the B2B Marketing Award for Best Product Launch! 🏆
The Scoop: Unity's scrumptious mix of creativity, personalization, and LinkedIn demonstrates the power of a well-crafted ABM campaign. By serving up industry-specific content that speaks directly to target accounts' needs, Unity was able to engage, impress, and ultimately win over its audience.
Wrap-up of ABM campaign examples
These 3 ABM campaign examples showcase the power of strategic, personalized, and engaging content. By incorporating elements such as personalization, interactive experiences, multi-channel approaches, targeting key decision-makers, industry-specific content, exclusive events, and curiosity, you can create ABM campaigns that not only drive results but also leave a lasting impression on your target accounts.
So go ahead, put on your marketing thinking cap, and let these examples inspire your next winning campaign! 😎🚀
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Thank you for reading! 🙂 I hope you enjoyed learning about these successful ABM campaigns! Don't forget to like and share this article if you found it informative and helpful. Have you had any favorite ABM campaigns that you've been a part of or have come across?
Considering implementing similar initiatives in your company but unsure of the starting point or the effective steps to ensure success in your sector? Don't hesitate. Arrange a private consultation with me at https://www.pyaar.pl/consulting.
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