ABM campaigns are strategic go-to-market tactics that provide individualized marketing and sales coordination.

1. That’ll Arm Your ABM Strategy
With Better Results
10 Outstanding
eBook

2. Introduction
1. Snowflake: Personalized—and Customized—Content Experience
2. GumGum: Personalized Storytelling
3. Intridea: Message on a Billboard
4. LiveRamp: A Hyper-Targeted Approach
5. Robin: Pictorial Representations
6. RollWorks: Direct Mailing Strategy
7. Salsify: Marketing and Sales Collaboration
8. Emails that Sell Strategy for LinkedIn Sales Navigator
9. DocuSign: Segmentation Method
10. The O2 Giving before Receiving ABM strategy
Closing Ideas
Summary
Fancy More Reading?
Harvest An Avalanche of Leads with Account-Based
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01
INDEX
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3. 01
Introduction
ABM campaigns are strategic go-to-market tactics that provide individualized marketing and
sales coordination.
These initiatives are designed to encourage account-specific interaction.
Numerous market studies indicate that the vast majority of B2B marketers see ABM as a very
advantageous marketing approach.
Marketers believe that ABM marketing strategy is both an art and a science that, when execut-
ed properly, can nearly always provide excellent results.
At Digitalzone, we provide actionable information to B2B marketers so that you can make in-
formed strategic choices for development.
In this eBook, we will showcase outstanding instances of Account-Based Marketing that have
been successfully executed by brands.
Plus, show you the opportunity and growth that stem from solid ABM strategies.

4. 02
Snowflake: Personalized—and
Customized—Content Experience
Snowflake is a well-known cloud-based data warehouse provider. Snowflake began and ad-
vanced dialogues with certain accounts leveraging tailored and customized content. This en-
abled Snowflake to communicate meaningfully with their target clients.
They established a repository of high-quality content and used it to cater individualized content
experiences for each target account.
Snowflake used the information to educate the intended audience factoring in their account
lifecycle status.
Snowflake focused their marketing efforts on bolstering their reputation—developing their
image as a credible and reliable brand—rather than concentrating on conversions.
Accounts that took action or interacted with this free, high-quality information were then tar-
geted with higher ROI strategies.
Any organization with high-quality content may implement the concept of a tailored content ex-
perience and tracking.
You only need to shuffle your content distribution strategy to effect this.
1.

5. 03
GumGum: Personalized
Storytelling
GumGum, an organization specializing in applied computer vision, used ABM to secure com-
mercial arrangements with T-Mobile.
Upon learning that the CEO of T-Mobile was an avid Batman fan, GumGum designed and print-
ed a hundred copies of a comic book titled T-man and Gums. This was circulated to T-Mobile
employees across departments.
Do note that the firm determined its target audience's interests and then developed content ac-
cordingly.
Thus, they were able to identify their client's interests and then utilize that knowledge to craft
a tale that would foster a personal connection. There are several methods to develop targeted
interactions with companies utilizing specific information.
The overall campaign caught the attention of the T-Mobile CEO and a meeting for GumGum.
2.

6. 04
Intridea: Message on
a Billboard
Intridea is a provider of online products and services. They decided to utilize a billboard to nur-
ture a relationship with the advertising firm Ogilvy & Mather.
For this purpose, Intridea posted a billboard at its Manhattan headquarters with the words "look
at this, Ogilvy." The message was followed by a URL containing humorous GIFs and a custom-
ized message requesting that Ogilvy employ Intridea.
This Account-Based Marketing approach worked for Intridea and it can for you too—well not
this exact one. This goes to show that a personalized, creative and confident approach will
result in conversions.
3.

7. 05
LiveRamp: A Hyper-Targeted
Approach
LiveRamp is a well-known source of identity resolution. They have shown that ABM is far more
effective than mainstream marketing initiatives that aim to sell to everyone.
Using multilevel and multichannel marketing strategies, LiveRamp aided numerous Fortune 500
companies to improve their marketing.
However, their primary strategy was hyper-targeting. When they initially applied their strategy,
they compiled a list of just fifteen high-value businesses. By focusing on them individually they
were able to convert 33% of them within four weeks.
Over the course of two years, they boosted client LTV (twenty-five x).
• Identify the most valued accounts and
• Hyper-target them in a personalized manner
is the primary takeaway
from LiveRamp's marketing approach.
This can also be described as the first phase in an effective ABM strategy. Subsequently, you
would need to formulate appropriate tactics.
4.
https://www.verfacto.com/blog/customer-lifetime-value/how-to-increase/.

8. 06
Robin: Pictorial
Representations
Robin is a well known firm that offers software and solutions for arranging conference rooms.
Their most successful ABM strategy to date was simply displaying gorgeous images.
Clearly, discussing software and tools was not what the majority of their intended audience was
looking to do. Therefore Robin decided to display photographs of the exquisite office settings
of their existing clientele. This seemingly simple concept helped them acquire a large number
of customers.
By presenting stunning office spaces as testimonials of their potential, Robin was able to im-
prove website traffic by fifty percent and generate leads north of twenty percent.
This example demonstrates that you do not need to spend a lot of money on advertising con-
cepts—you can make do with a wonderful no-cost strategy—depending on your product or
service.
5.

9. 07
RollWorks: Direct Mailing
Strategy
RollWorks demonstrated one of the most original ABM techniques.
In their conversion funnel, Tier-II and Tier-III customers were prioritized, and direct mailing was
leveraged.
They identified accounts that had not progressed for 35 days and sent a "Door opening kit" to
them. The package included a notepad with a list of the remaining tasks to be completed. In ad-
dition, the pages were interspersed with customer testimonials. It emphasized the advantages
of using RollWorks' comprehensive suite.
This strategy by RollWorks accomplished a remarkable forty-one percent closure rate.
RollWorks's experience demonstrates that ABM is effective on Tier II and Tier III accounts as
well!
6.

10. 08
Salsify: Marketing and Sales
Collaboration
Salsify had a distinct ABM strategy. They intended to host a roadshow in New York City where
big brands Johnson & Johnson and Google would advocate on their behalf.
Salsify’s marketing department used social media to engage with its audience.
They followed up with tailored advertisements and emails. Subsequently, they allowed the
sales team to take over.
This marketing and sales team collaboration allowed them to close dozens of accounts within
two hours. In addition, they surpassed their conversion goal by twenty-two percent.
This demonstrates that the ABM approach leveraging multichannel and communication be-
tween the marketing and sales teams may provide exceptional outcomes.
Here’s a Whitepaper that will help you follow this strategy.
Quick: Leverage social media in your ABM campaigns for head high ROI instantly.
7.
https:/
/digitalzone.com/blog/quick-leverage-social-media-in-your-abm-campaigns-for-head-high-roi-instantly/.

11. 09
Emails that Sell Strategy for
LinkedIn Sales Navigator
LinkedIn Sales Navigator is one of the most effective platforms to contact new customers, ac-
cording to the author of 'Emails that Sell.' They find it applies particularly for B2B companies.
The objective here is to customize your message like you would your emails. However, this
strategy can prove to be dangerous. A low acceptance rate on LinkedIn could very well result
in account suspension.
Consequently, Emails that Sell decided to identify their target account by depending on the ac-
count's recent behavior (past thirty days) and their second-degree network. This ensured that
the account was active and eclipsed the characteristics that Emails Sell was looking for.
The tailored message is based either on shared characteristics or specific account information.
On LinkedIn, they tout a forty to forty-five percent acceptance rate and a thirty to thirty-five
percent response rate.
LinkedIn is one of the finest platforms for any B2B organization to interact with the key deci-
sion-makers of the target company's account and secure rapid conversions.
8.

12. 10
DocuSign:
Segmentation Method
DocuSign is a company that provides e-signature transaction management software as a solu-
tion for businesses. The largest obstacle encountered by this firm was that its target audience
was scattered across six distinct sectors.
DocuSign deployed ABM to give its consumers a more customized experience and to increase
traffic.
It included content segmentation and targeting in its website platform. The visitors were given
a series of questions to identify their industry—among the six targeted industries.
Based on their responses, DocuSign gave them industry-specific photos, testimonials, messag-
ing, and logos from their peers.
Their segmented and customized content offerings for their clients increased sales pipeline
conversions by twenty-two percent.
This strategy may be highly effective for any business-to-business (B2B) organization that
caters to a variety of industry sectors.
9.

13. 11
The O2 Giving before
Receiving ABM strategy
O2 is a British supplier of telecommunications services that faced intense competition in its
niche. It used a novel ABM approach in order to increase its market reputation.
The corporation compiled a list of its target organizations and more than 2,000 important indi-
viduals employed by those organizations. The organization made the effort to create custom-
ized reports for each of its target companies.
These studies featured information such as how much the business can save by employing O2's
services and how much more money it can create.
Clients were provided with these customized reports. O2 sales representatives then scheduled
face-to-face appointments with each individual customer. Using this method, they were able to
obtain a sixty-seven point five percent conversion rate.
If you can provide something of value to your customers before your Sales contact them, it
would be easier for you to close the deal. This Account-Based Marketing example might also
work well for your business.
Don’t forget to read the Next generation ABM strategy: Moving beyond the account to individu-
al stakeholders for sharper conversions.
10.
https://digitalzone.com/blog/next-generation-abm-strategy-moving-beyond-the-account-to-individual-stakeholders-for-sharper-conversions/.
https://digitalzone.com/blog/next-generation-abm-strategy-moving-beyond-the-account-to-individual-stakeholders-for-sharper-conversions/.

14. 12
Closing Ideas
Numerous businesses attest to the fact that account-based marketing is one of the most suc-
cessful marketing tactics.
Because the approach concentrates on a small number of targeted clients and does not sell to
everyone, it is always successful.
Determine your goal first for the success of any focused strategy. You cannot develop an ac-
count-based marketing plan without a comprehensive understanding of your target audience.
The examples of ABM shown above demonstrate how this strategy can be applied to your ad-
vantage.
https://digitalzone.com/blog/next-generation-abm-strategy-moving-beyond-the-account-to-individual-stakeholders-for-sharper-conversions/.
https://digitalzone.com/blog/next-generation-abm-strategy-moving-beyond-the-account-to-individual-stakeholders-for-sharper-conversions/.

15. 13
Summary
Account-based marketing campaigns are smart go-to-market strategies that facilitate custom-
ized marketing and sales synergy.
These activities are intended to promote account-specific engagement. The great majority of
marketers see ABM as a very beneficial marketing strategy.
Account-Based Marketing has been effectively implemented by businesses, resulting in
growth.
Account-Based Marketing (ABM) is far more successful than conventional marketing cam-
paigns that try to sell to everyone.
Depending on your product, you may be able to get away with even a fantastic but creative,
no-cost plan.
ABM also works on Tier II and Tier III accounts!
https://digitalzone.com/blog/next-generation-abm-strategy-moving-beyond-the-account-to-individual-stakeholders-for-sharper-conversions/.
https://digitalzone.com/blog/next-generation-abm-strategy-moving-beyond-the-account-to-individual-stakeholders-for-sharper-conversions/.

16. Especially articles on topics like: Content Syndication, Opt-in List Building, ABM Topics,
Demand Research, and Content Creation.
While you’re enjoying these, you might also want to take a peek at our MarTech Report,
Case Studies, and Researched Whitepapers.
Check out Digitalzone’s Blog.
https://digitalzone.com/blog/?s=content+syndication https://digitalzone.com/blog/?s=opt+in+list+building https://digitalzone.com/blog/?s=ABM
https://digitalzone.com/blog/?s=Demand+Research
https://digitalzone.com/blog/?s=Demand+Research
https://digitalzone.com/blog/?s=content+creation
https://digitalzone.com/blog/martech/
https://digitalzone.com/blog/case-studies/ https://digitalzone.com/blog/market-research-whitepapers/
14
Fancy More Reading?
https://digitalzone.com/blog/next-generation-abm-strategy-moving-beyond-the-account-to-individual-stakeholders-for-sharper-conversions/.
https://digitalzone.com/blog/case-studies/
https://digitalzone.com/blog/?s=Demand+Research

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4. Opt-in List Building
5. Demand Research
6. Content Creation
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https://digitalzone.com/content-syndication
https://digitalzone.com/intent-based-marketing
https://digitalzone.com/opt-in-list-building
https://www.digitalzone.com/demand-research
https://www.digitalzone.com/content-creation
https://digitalzone.com/contact-us
https://digitalzone.com/blog/?s=Demand+Research
15
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