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Have you ever wondered what a single Piñata can do for your company?
Probably not.
Granted, smashing Piñatas does not sound like a work-appropriate activity. However, one brave person sent it to the target accounts with some additional details mixed in with the candy.
The results were just smashing!
We believe that learning from the real-life account-based marketing examples like these rekindles the inspiration you might need.
If Pinatas are not hardcore enough for you, immerse yourself in the examples below and learn how an empty box got B2B clients to the table!
Need to jog your memory on what Account Based Marketing stands for? Take a look here!
Learn from these Account Based Marketing examples
These companies used a different approach to grab their account’s attention and spice things up.
1. When direct mail works
The company in question helps customers generate more online reviews.
Their idea was to send a package containing printed customer review, handwritten note and a branded sticker to their target accounts.
The printed review was there to remind potential clients of the power of advocacy and how satisfying it feels to read a good review.
The handwritten note had the role of creating a more personal connection. We spend so much of our time reading through screens, and when we do read from paper it’s usually printed out (or a hand-scribbled shopping list).
The last touch was the branded sticker, an inexpensive way to present your brand in an interesting way (people usually like stickers).
Depending on the influencer targeted, some packages contained a hardcopy of their Ebook with valuable content.
One interesting thing the company utilized was the usage of UPS. Instead of just sending an envelope, they had a way to track when the package was received in order to make a timely follow-up.
Using ABS doesn’t mean you can’t do any testing. The company in this example split their accounts into those who received positive and those who received negative reviews. recipients.
The key finding was that packages with positive reviews garnered 95% of replies and that people listened more when the message was positive.
Result: the response rate was 29% while the sales-qualified opportunities conversion rate was 1.6%.
What if they added candy in the box?
Glad you asked because they did!
In one of their next ABM campaigns, the packages were stuffed inside a Piñata filled with candy.
They also avoided sending negative reviews and added some social proof in the form of testimonials.
Results improved, making that campaign one of their best ABM campaigns ever.
Lesson to learn:
The insight from the first campaign helped, so don’t be discouraged if your first account based marketing campaign didn’t produce the desired effect.
Also, if you use direct mail make it fun somehow!
Regardless of your approach, whether you are using emails, direct mail, conferences, etc. having highly targeted leads is the first step for a successful account based marketing campaign.
You wouldn’t ask an artist to paint your walls white. So don’t waste your sales rep time for data gathering. Save resources by hiring professionals who can gather contact data efficiently and at a lower cost.
This way you can invest more resources in crafting the perfect ABM approach.
2. A superhero who sells
GumGum was trying to sell its computer vision technology to T-Mobile as they were unrolling their unlimited data plan.
They saw on social media that the CEO of T-Mobile was a huge Batman fan, so they decided to try a more “heroic” approach.
The goal was to employ a team of editors, writers, and illustrators who made a true comic book which promoted their product in an innovative way by using storytelling.
A response came from the CEO himself, who praised the campaign on Twitter shortly after 100 copies of the comic book had been sent to T-Mobile and its agencies.
Lesson to learn:
The power of social media enables strategies that were much harder to pull off in the past.
Before the rise of social media, you would have to be (or know people) very close to C level execs in order to know such personal detail. Now you can learn about your prospects every single day and use it in your experiments.
3. Winning over McDonalds with a Big Mac
Landing a really big client like McDonalds will require something very special. Forget about personalized emails, they probably get 50 of those a day.
You have to spike interest in a way which presents how your target can benefit from your product. A great way to accomplish this is to use the very same language and metaphors of the brand you are targeting.
This example also comes from GumGum, who sent kits containing a Big Mac filled with “ingredients” which presented different aspects of their service and showcased what makes them special.
A lesson to learn:
By using the same terminology, GumGum was able to explain something complex, such as computer vision technology in a relatable and easy-to-understand way.
Think about how you can utilize your target’s lingo and metaphors in your approach. It would be hard if it’s a tech company, but you could consult with a friend or hire someone to help you craft the perfect approach.
4. How nostalgia sets you apart
We ‘ll see once again how finding a creative and interesting way to present your offer can spark interest.
Rapid7 sent old school View-Masters with picture wheels presenting the launch of their newest product. I imagine lots of you don’t have an idea what View-Master is, but this thing was huge in the 1980s.
It was a great way to get someone to actually want to see what’s being offered.
The response was very good. And even in those cases where Rapid7 didn’t get the sale, it sure set the stage for any future business.
Lesson to learn:
Think about using a non-traditional medium to present your offer, but don’t lose focus on your message. If you were to send a VR rollercoaster experience with your pitch in the background it would be hard for the prospect to understand how they can benefit from your service.
5. An empty box can work too!
By now I hope you are not thinking about sending diamonds or vibranium to your targets – an empty box could do the job!
Well, not just any box. And this account based marketing example proves it.
Localytics sent an empty iPad mini box with an insert talking about their value proposition, messaging and their offer.
What was the catch – if targets met with them they would get the free iPad mini, the one they have used to record their message. Did this work?
But sure, huge companies wouldn’t go nuts over a free iPad. It’s the creativity and well-composed offer that sets the stage for closing a deal.
Lesson to learn:
You don’t need flashy and expensive things in order to use direct mail in your ABS approach. Well crafted proposal hiding in an interesting package is even more interesting.
6. Web personalization for different users
Web personalization for Account Based Marketing purposes can be utilized in many ways.
Dynamic content can be used to personalize websites for different accounts, decision makers or even individuals on the same decision making level.
One IT company identified two verticals and structured personalized web experience for both of them (keeping the original).
How they adapted the website for different users:
- Different imagery and messaging for their respective fields
- Personalized content recommendations (different whitepapers, blogs, case studies)
Lesson to learn:
Web personalization leads to higher conversion rates, as there is less unnecessary information which would cause confusion and increase bounce rates.
7. Experiential Marketing with a 3D Tattoo Kit
Do you want to know how a tattoo fueled more than 200 app downloads? This may sound crazy but it’s true.
The company used an event to hand out custom boxes that included tattoo stickers and sponges.
In order to see the holograph on the tattoo, users needed to download the Augmented Reality (AR) app from the app store.
Check how exactly that looked in action;
They combined augmented reality and experiential marketing to drive successful app downloads.
Because computer vision technology is pretty much an emerging field, the company used this chance to educate attendees on ways they can use technology to drive growth for their companies.
Lesson to learn:
This campaign was very specific and it only targeted a few brands. Being relevant in real-time and targeting the right person with the right content can lead to incredible results.
8. 175% of Pipeline Opportunity Growth with Omnichannel Approach
Invoca – a call intelligence platform, planned a significant marketing outreach for a Dreamforce conference back in 2015.
At the time, Invoca was moving to an ABM (account-based marketing) approach. They wanted to reach their target accounts during the event. They managed to identify 600 contacts as their primary targets. The goal was to get at least 60 people to book a meeting with them and create at least 20 opportunities in their sales pipeline.
They were certain that a single communication channel won’t be enough to reach their goals.
A true omnichannel experience was necessary to complete such a complex task. Their team relied on direct mail, email, display ads, and outbound calls. Each of these channels used the same call to action.
But how EXACTLY did Invoca managed to get noticed at such a crowded conference like Dreamforce?
They handed an Apple Watch to every prospect that booked a meeting with them. Using tactile marketing automation, Invoca also developed a package featuring their offer of the Apple Watch.
The campaign ended successfully and Invoca got about 70 requests for meetings and created 35 new pipeline opportunities.
Lesson to learn:
Omnichannel experience and tactile marketing approach can drive incredible growth for your business while increasing the customer’s satisfaction at the same time.
Other Account Based Marketing tactics
Direct mail is the most talked about when it comes to ABS examples. But there are other ways to implement this approach, especially within the digital era.
PPC advertising
Everyone who has a smartphone is being tracked, and that’s a lot of people.
The good news is that you can reach the people you want without knowing who they are by creating very precise custom audiences on:
- Adwords
You can use all these networks to reach your targets. Using custom audiences is just a star that’s as you need to win them over with personalized content and specific messaging.
Email marketing
Creating personalized email threads is probably the most used account-based marketing approach for B2B targets.
One of the best ways to deliver targeted email campaigns is to create a series of emails personalized by specific roles in the company. The sales team should be involved in the creation of email templates as they can significantly speed the sales cycle.
Your emails should include helpful and creative content. Avoid the sales pitch, especially during the first contact as your email will probably get deleted.
Here is our Ultimate Cheat Sheet on cold sales emails where you can learn how to write proper emails.
Best Account Marketing Email Examples
Email is one of the most used tactics in account-based marketing, especially in the B2B industry.
Below you can find a few examples of the ABM email subject line formulas that have 50+ Percent Open Rates;
Example 1:
SUBJECT LINE: View the [YEAR] National [ INDUSTRY TOPIC ] Report
Example: View the 2017 National Digital Marketing Report
Average open rate, cold prospects: 53% (based on 349 delivered)
Average open rate, warm prospects**: 93% (based on 15 delivered)
Example 2:
SUBJECT LINE: Your feedback is needed
Average open rate, cold prospects: 67% (based on 3 delivered*)
Example 3:
SUBJECT LINE: [ INDUSTRY SPECIFIC PAIN POINT ] Tool/Solution for {company_name}
Example: Social media scheduling solution for Statusphere
Average open rate, cold prospects: 45% (based on 286 delivered)
Average open rate, warm prospects: 53% (based on 161 delivered)
Example 4:
SUBJECT LINE: How to [ SOLVE INDUSTRY-SPECIFIC PROBLEM ]
Example: How to reduce the use of event labor brokers
Average open rate, cold prospects: 36% (based on 326 delivered)
Average open rate, warm prospects: 62% (based on 29 delivered)
The examples provided above were part of the research conducted by the GreenHouse Agency.
Events
Whether internal or external, events provide an excellent groundwork for reaching your targets. Find out who will be attending and try to schedule a meeting before the event or if that’s not possible approach them on the spot.
Of course, you can always plan and host your own event.
Start with hosting small ones in places where your target account buyers reside. Hosting an event can portray you as an authority in your industry.
Relevant Content
Content marketing can play an important role in creating demand for your product or service. That’s why it should always be part of your overall business strategy.
Some types of content such as blog posts, guides, webinars, and white papers can be an extremely powerful tactic if executed correctly.
If you’re wondering how to attract target’s attention with your content the answer is easy – write about a topic they care about and mention them throughout the piece. You will need to acknowledge their expertise in this specific field as that will spark their attention.
This tactic can give you an opportunity to interact with your target buyer. For example, after you’ve done writing that super long blog post, you can reach out to them through social media.
Even a simple one-sentence message such as “Hello, we find what you’re doing super valuable and we have decided to mention you on our blog” should do the job.
This can be the start of a great relationship.
Leverage Social Media
Social media can offer a wealth of information for marketers. Through social media you can monitor what your target buyers are saying online. After learning about their pain points you’re able to reach out to them with relevant content.
However, before reaching out, make sure to engage with your target accounts online at least for a month. You will most likely get noticed and your target buyers will be more receptive once you finally reach out.
Some of the most valuable tools for social listening include BuzzSumo, Google Alerts, and Nexalogy. You can also utilize Twitter which has a list building feature. You can add your target accounts and monitor what kind of content they are sharing.
Social media can be useful at the very beginning of the sales cycle. It helps you get noticed and sets the tone for future conversations.
Team Up With an Outside Partner
One of the most important assets to a successful account-based marketing strategy is rich and accurate data. You need the precise info of your target accounts otherwise you won’t even be able to begin with an ABM strategy in the first place.
Sometimes that means that you’ll need to team up with an external partner like Market Republic. We offer the most accurate prospect list on the market with 98% data accuracy and we’re GDPR compliant.
Check how we helped Twilio score 7 percent lead-to-opp with targeted B2B list building.
Match C-level Executives
Assigning C-level executives can be an effective tactic for cultivating relationships. The campaign can start with an email or direct mail and then be followed by a call from your inside sales team. They should work on setting up the meeting.
The goal of such campaigns is to match relevant employees with the prospect’s employees.
Should You Implement Account-Based Marketing?
Now that you’ve learned a bit more about what ABM is and how some brands use it to increase their growth, you might wonder if it might be a worthwhile tactic for your brand as well.
The answer in most cases is yes.
Account-based marketing appears to be effective in delivering ROI. A research conducted by the Altera Group found that 97 percent of respondents said that ABM helped them achieve a much higher ROI than other marketing initiatives.
If this approach seems right to you, take a look at these Account Based Selling best practices.
What you really need for Account Based Marketing
Contact info of your prospects. You need the physical addresses, you need it for their emails. And you need it custom made for you.
Besides having cross-organizational cooperation, generating high-quality contact data is the foundation for any AB activity.
Market Republic can help you land those 20/80 clients by gathering extensive contact data with key decision makers in the target community with great accuracy.
Not sure you should use ABS? Here are 5 signs it’s time to make the switch to Account Based Marketing.
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