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7 effective account-based marketing examples you can copy today

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November 17, 2023 | Roy Emmerson

There's no denying it: account-based marketing is here to stay. And if you want to reap the benefits of ABM, you need to know how to do it well.

If you're new to ABM, it can seem like an overwhelming task to get started. If you're already practicing it, it can be challenging to figure out where and how you can improve. But with the right tools and guidance, you can make the most of your time and energy by implementing effective strategies to help grow your business.

Here are a few different ways that you can use ABM to increase profits and lower costs while creating loyal customers who keep coming back for more.

Brief intro to account-based marketing

Account-based marketing (ABM) is a strategic approach to marketing that focuses on targeted campaigns to specific, high-value accounts. ABM involves personalized messaging and outreach to specific companies or decision-makers within those companies, with the goal of generating leads and ultimately making sales. This approach is often used by B2B companies and can be an effective way to generate high-quality leads and close deals.

7 effective account-based marketing examples

Send personalized direct mail

Account-based marketing is often associated with large companies and B2B sales. It's also a powerful strategy for small businesses and entrepreneurs to use when trying to build customer relationships.

While there are several ways you can use ABM, personalized direct mail is an excellent example of how to use this strategy at any stage of your business. When you send a personalized message to your target audience, they feel they're being heard and valued. This boosts engagement rates and makes them more likely to respond to your offer or follow up with a phone call or email.

Direct mail lets your targets know that you understand their needs and have something valuable to offer them. If you want people to trust you and engage with your brand, sending personalized direct mail is a great way to build those connections.

It also helps build trust between clients and vendors in account-based marketing programs by reinforcing the relationship between the two parties involved in each account-based campaign.

ABM is a highly targeted approach that focuses on specific accounts rather than using broad strokes to reach as many people as possible. Here are some examples of effective ways you can use personalized direct mail as part of an ABM strategy:

  • To welcome new customers into the fold;
  • To introduce new products or services;
  • To thank loyal customers for their business.

Use a chatbot

A chatbot is a computer program that simulates a conversation with human users. Chatbots often answer customers' questions and engage them in conversations on the brand's website or social media profiles.

Chatbots are used in account-based marketing (ABM) to help reach out to prospects, qualify leads, and convert them into opportunities. Here are some examples of how chatbots can be used for ABM:

  • Chatbots can initiate the first contact with potential customers by sending personalized messages;
  • They can collect information about your audience's interests, preferences, and pain points to personalize their experience;
  • Chatbots can gather data on your target audience's preferences and behaviors by analyzing their interactions with your content over time. This will help you target them more effectively with personalized messages in the future.

Using a chatbot is an effective way to nurture your accounts because it provides a personalized experience for each person who interacts with your brand. If someone doesn't respond to one interaction with your chatbot, it'll send them an email the following day asking if they need any help with anything else. This helps ensure that every customer receives personalized attention no matter what channel they choose to interact with you on.

For example, in the insurance business, entrepreneurs often turn to insurance technology consulting to implement solutions that help their agents improve productivity and personalize the customer experience. Often, solutions such as chat bots are a godsend.

Create targeted video content

There are so many ways to create video content these days. You can use the video recorder on your phone, make a live Facebook video, or even try a virtual reality camera. However, if you want to create an account-based marketing video that works for your business and your customers, you need to think about who you’re talking to and what they want to hear.

The problem with most ABM videos is that they’re generic. They don’t speak directly to anyone in particular, they don’t have a clear call to action, and they don’t tell you anything about the product or service being offered. Here are some better ideas on how to create targeted account-based marketing videos:

  1. Make sure the message is personalized;
  2. Include a CTA that drives engagement;
  3. Localize your video;
  4. Create content based on buyer personas.

Videos are a powerful tool for account-based marketing because it can better engage with prospects and customers. Videos can help you visually explain what you do, why you're different from the competition, and how your product or service will solve their problem.

Host a webinar to educate your audience

A webinar is a live seminar designed to educate your audience and build relationships with them. They're often used to promote products and services, but they can also be used for non-profit or political causes. The advantage of hosting your own webinar is that you can directly connect with your target audience, providing them with valuable information that helps them achieve their goals.

When done right, a webinar will increase brand awareness, generate leads and drive sales. If you want to use this strategy to improve ABM results, here are some tips:

  • Offer something of value to attendees;
  • Create an invitation list of prospects that’ll attend the webinar;
  • Send out invitations a week before the event date to make sure the invitees can check their calendar prior to the scheduled event;
  • Make sure the host has all the necessary information about attendees (who they are, what they do, and why they should attend);
  • Make sure there's enough time for questions during the presentation.

Write targeted guest posts on industry blogs

One of the best ways to build an effective ABM strategy is by leveraging guest blogging to write targeted content on industry blogs.

Writing guest posts is one of the most effective ways to get your company's name out in front of qualified prospects. And since it's such a powerful marketing technique, it's no surprise that more businesses are using it in their account-based marketing efforts.

Why you should write targeted guest posts

You can get in front of your ideal customers by targeting them with content that's relevant to their pain points. This makes it easier for you to engage with them and build relationships over time.

It helps you build your brand as an industry expert who knows what they're talking about when it comes to solving business problems related to account-based marketing;

Guest blogging allows you to promote yourself and your company as a thought leader in your field. It also helps build trust because readers know that if you're willing to share this kind of information freely without asking for anything in return, then they can trust that what you have to say is valuable and worth paying attention to.

Run a social media contest

Running a contest can be a great way to get followers on social media, but if you want to use it as part of an account-based marketing strategy, you must do it right.

It’s an easy way to generate leads. People love free stuff. Entering contests can help build your list of contacts interested in what your company offers and may even become customers in the future.

You can target specific audiences with different kinds of prizes. For example, if you’re selling software for businesses, offering cash prizes might not be very interesting for potential customers or influencers who work at small companies or non-profits because they don’t have budgets for expensive software solutions like yours.

Use podcast advertising

Podcasts are a great way to share your brand message with customers, and it's an effective way to make them feel like they're connected to the company. In fact, there are several benefits that come with advertising on podcasts:

It's an excellent opportunity to build trust with your customers. Customers who hear your ad on a podcast they enjoy will likely feel more positive toward your brand. The more they hear about you, the more likely they are to trust you as well-

It's cost-effective compared to other platforms like television and radio ads because it doesn't require any expensive production costs or time for editing before airing.

People tend to listen more when they're driving or working out at the gym, so podcast listeners are more engaged than those who watch TV or listen to music while doing other things throughout their day.

Example companies using ABM to drive sales

Here are a few examples of companies that have successfully implemented account-based marketing campaigns:

  1. LinkedIn: LinkedIn's account-based marketing campaign was successful in generating leads and driving sales for the company. The campaign helped the company reach its target accounts and engage its target audience, resulting in an increase in conversions and revenue.

  2. Terminus: Terminus's account-based marketing campaign was successful in generating high-quality leads and closing deals more effectively. The personalized advertising campaigns helped the company reach its target accounts and engage its target audience, leading to an increase in conversions and revenue.

  3. Salesforce: Salesforce's account-based marketing campaign was successful in generating more qualified leads and improving its conversion rates. The personalized content and outreach helped the company reach its target accounts and engage its target audience, resulting in increased sales and revenue.

Final thoughts

There are numerous ways that you can use account-based marketing to make your business more successful. And, it's not just about acquiring new customers. It's also about gaining their trust and loyalty.

You don't have to reinvent the wheel with your ABM strategy. Just look at these examples and copy what they do well. But remember: even though these tactics can help you get started on your own account-based marketing journey, it's important to experiment and find what works best for your brand.

Whether you're just starting with ABM or doing it for years, there's always room for improvement. It's important to remember that no ABM strategy is perfect, as there are always opportunities to improve. Once you do that, the rest is easy, and it'll pay off in spades.

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