Account-Based Marketing:
ABM focuses on fully identifying and engaging your key accounts and giving them a personalized and individual-focused feel.
When you combine the resources of your entire organization and give them the same allure as a “mom and pop” shop, your brand identity and client loyalty will surely skyrocket. Armed with this knowledge, you will be able to integrate the usefulness of account-based marketing into your team fully.
Benefits of Account-Based Marketing:
For a holistic definition, account-based marketing is a focused growth strategy in which marketing and sales collaborate to create personalized buying experiences for a mutually identified set of high-value accounts. Here are four of the most effective benefits:
Higher Conversion Rates: ABM allows for highly personalized interactions, increasing the likelihood of converting your leads into paying customers.
Improved Customer Retention: Understanding the needs of each account is not just a valuable matter; it’s necessary for retention.
Increased Account Value: Research from the ABM alliance finds that companies that have implemented account-based strategies have seen a lift in average contract value of $171%.
Successful Account-Based Marketing Case Studies
Key Takeaways
Ambitious Sales and Revenue: PitchBook set lofty goals for their sales and revenue, which led them to consider many different marketing techniques and ways to reach new and existing customer bases. They quickly pivoted to an account-based approach, complicated by the evolving customer profile in an increasingly remote world.
Personalized Content: PitchBook combines account scoring and machine learning with their sales outreach, yielding significant results.
Multi-Channel Outreach: Personalized content wouldn’t affect their customer base if it weren’t delivered in the proper context and method that is valuable to the customer. PitchBook quickly recognized this, integrated their third-party machine learning and data with their Salesforce CRM, and targeted each customer dynamically.
Results: Within three months of adopting this method, PitchBook saw highly satisfying results very quickly. Opportunities from accounts receiving targeted coverage and tailored ads saw a 170% increase in volume. Website visits, a metric near and dear to any brand’s heart, rose by 79%.
Tipalti’s ABM Campaign in the Tech Operations Industry
Tipalti is a cutting-edge solution that streamlines manual processes for businesses so that they can focus on more critical tasks that drive revenue and growth.
Key Takeaways
Intent-Based Targeting: Tipalti’s account-based management team decided to play a pivotal role in orchestrating the symphony that was Tipalti’s go-to-market strategy.
Customized Product Demonstrations: Tipalti armed their sales reps with the personalized knowledge they needed from their data generation through marketing efforts.
Propeller Aero’s ABM Campaign in the Engineering and Construction Industries
Propeller Aero provides leading 3D mapping solutions and data analytics to companies of all sizes and revenue targets. They are instrumental in construction, engineering, manufacturing, and businesses that deal with tangible goods, worksite measurement, and inventory management.
Key Takeaways
Growing too fast: Propeller Aero saw rapid growth from the onset, which is not always a significant problem. Account-based marketing needs to be strengthened.
Reporting and Tracking: Before switching to an integrated solution, Propeller Aero struggled with tracking its market penetration in its CRM, and reporting was a significant obstacle in providing cross-team visibility.
Precision Targeting: Propeller Aero aligned marketing and sales efforts with HubSpot and analytics tools to enhance the efficiency of their coordinated methods. Their strategy was to create a personalized buying experience for targeted accounts.
4. Mindtickle’s ABM Campaign for the Professional Services and Sales Industries
In this account-based marketing case study, Mindtickle addressed the pain points that many brands and businesses have, training and building sales representatives and sales solutions for their clients so that they can drive more revenue, warm leads, and increase the effectiveness of their pipeline.
Key Takeaways
Strategic Account Planning: Mindtickle understood that if they were to exemplify the epitome of efficiency in sales and marketing efforts, their best way to do this was to adopt an ABM strategy to have more meaningful conversations, solutions, and interactions with their high-priority accounts.
Overall Cohesion: Mindtickle could see the fruits of their labor ripen quickly. Sales, marketing, and growth operations were now prioritized day-to-day according to in-market accounts.
Results: Mindtickle learned three major lessons: to define their target customer with precision and grace, to implement robust tracking and measurement, and to act on these results for improvement and learning opportunities.
Driving Growth with Account-Based Marketing
These account-based marketing case studies exemplify the power of account-based marketing to drive targeted growth across various industries.
Implementing ABM effectively requires strategic planning, personalized content creation, and precise targeting.
Connect with us today to learn how we’re helping companies of all sizes implement effective marketing techniques.
- Benefits of Account-Based Marketing
- 4 Successful Account-Based Marketing Case Studies
- Driving Growth with Account-Based Marketing
