Account-Based Marketing Examples

Account-based marketing helps you target prospects in terms of quality rather than quantity. By focusing on high-value leads, you increase the likelihood of conversions, thereby leading to greater revenue for your SaaS company.

Taking notes from successful ABM campaigns is a good way to optimize your own strategy. Here are a few examples of successful ABM campaigns and why they were so effective.

1. Snowflake Acquiring Saxo Bank as a Client

Snowflake’s account-based marketing tactics enabled them to focus on personalizing advertisements that helped them achieve a stronghold with their target audience. As a cloud-based data company, their goal was to see an increase in the conversion and amount of clicks they received on promotional content and advertisements from high-value prospects.

After studying the accounts they wanted to focus on acquiring, they successfully launched a campaign incorporating personalized marketing messaging to get their commitment across to their clients.

Why Did It Work So Well?

Snowflake’s targeted advertisement for Saxo Bank was created especially for them. Their direct approach for a highly desired prospect created a strategy through which they could gain Saxo Bank as a client. They initiated the conversation using deeply personalized content, thereby creating the space for meaningful interactions. By prioritizing lead quality over quantity, they made themselves credible and reliable. 

2. LiveRamp’s staggering $50 million annual revenue

…from just fifteen high-value accounts. You might think that focusing all your efforts on a handful of clients can be risky, but successful ABM strategies are all about selectiveness. The number of prospects “out there” is growing all the time, but which companies are the best fit for your SaaS solution?

LiveRamp chose to focus their ABM strategy on increasing brand awareness by distributing content across multiple channels, so they could start conversations with prospects depending on the conversion stage they were at. This hyper-focused approach allowed them to obtain a 33% conversion rate within a month, and to increase their customer lifetime value (CLV) by 25 times.

Why Did It Work So Well?

LiveRamp is a platform for data enablement, and their ABM approach was to focus on a prospect list featuring Fortune 500 companies. They used lead intelligence to gain insight about their prospects, including their growth trends, online presence, and firmographics. After narrowing down their search to just fifteen high-priority clients, they launched an ABM campaign targeting them.

LiveRamp noticed the patterns in these companies, such as the fact that they all had over 5000 employees, were part of particular industries, and had an annual revenue of at least $50 million themselves. They then launched a multi-touch ABM campaign for their targets. The campaign was a success because of how well their marketing and sales departments coordinated with each other, and because they targeted only high-value prospects instead of going after too many.

3. GumGum’s Personalized Campaign for T-Mobile

It’s not enough for your email marketing to include a target’s name anymore. Personalization for ABM campaigns goes way beyond that–and that’s something GumGum understood very well when they were targeting T-Mobile.

Why Did It Work So Well?

GumGum is a platform for contextual intelligence solutions. They created an impactful ABM campaign featuring highly personalized marketing to cater to John Legere’s (then CEO of T-Mobile) particular interests. It’s not just lead data that’s important; any information that you have about decision-makers within the prospect company could change the game for your ABM strategy.

Instead of going the usual route of ABM tactics incorporating basic brand merchandise, GumGum led the way by commissioning a comic book for Legere featuring him as the protagonist. This approach worked because Legere has long since been a comic book enthusiast, and they built on that publicly available information to create a lasting personal impact with the company. And they didn’t just land the account–they also got quite a lot of exposure on social media through their ABM strategy.

4. Personify’s brand awareness campaigns

We’ve already talked about the importance of creating an ICP for your business, so you can identify your target audience and fully understand what they need from you. The constituent management and engagement platform Personify created their ICP by combining the efforts of their sales and marketing departments to understand how to develop promotional material that resonated with their ICP’s target interests, industries, demographics, and purchase histories.

Why Did It Work So Well?

By creating their ICP, Personify identified high-value accounts far more easily. They used audience data to create marketing messages that resonated with these high-value accounts. Using digital ad campaigns, Personify used a personalized approach to individually target these accounts. They ensured that they appealed to their target audience exactly at their respective stages of the conversion funnel.

This ABM strategy enabled them to create a brand image around their core values and the efficiency with which they addressed pain points, thereby boosting engagement on their marketing and advertising campaigns.

5. Robin’s Instagram account

Robin is a company that offers its clients office space designing and organizational software for better collaboration between teams. They needed a way to present their work to their target audience in a succinct manner.

Enter social media. For Robin, there was no better way of ensuring that their office designs reached their target audience than posting images on Instagram. They got the attention they deserved when their audience engagement on Instagram drove 50% more traffic to their website. This campaign also enabled them to increase their brand awareness across their social media. 

Why Did It Work So Well?

Where you choose to launch your ABM campaigns depends greatly on the services you offer. You’ll find high-value targets on different platforms. Robin’s marketing team understood the value of giving prospects a sneak peek into the work they do so they could drive more conversions. 

6. Caroo’s Rebranding Efforts 

After COVID shut down offices across the world with no end in sight during mid-2020, Caroo opted to rebrand. Once a platform offering in-office snacking, they now began to create personalized holiday gift bags specifically for remote teams across corporations.

To increase conversions for this change in their product offerings, they decided to opt for an ABM strategy. They used microsites to build up their website and ensure that they could target particular verticals, and increased their reach enough to acquire 85% of their target accounts.

Why Did It Work So Well?

ABM strategies work particularly well for new products through dedicated documentation, planning, and sales visibility. In this case, Caroo already had a set of clients, but their old business model was targeted towards a dissolved market. They used the leads and clients they already had to build up their new vertical, thereby increasing their revenue from these accounts. This strategy is far less expensive and time-consuming than acquiring new clients.

SaaS companies are increasingly reliant on ABM strategies to acquire greater revenue from high-value accounts. If you’re looking for an ABM solution, try out HockeyStack’s live demo and see how it helps your marketing and sales teams perform better.