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Traditional marketing approaches often fall flat when it comes to high-value accounts. A one-size-fits-all strategy just doesn't cut it for these key clients, who expect personalized attention that speaks to their specific needs. The challenge is finding a way to deliver that tailored experience without sacrificing efficiency or spreading your team too thin.
Account-Based Marketing (ABM) offers a solution as a targeted marketing strategy that zeroes in on specific, high-value accounts rather than appealing to a broad audience. Instead of trying to engage every potential customer, ABM focuses on the accounts most likely to benefit from a tailored approach.
Here are six examples of effective ABM strategies that can be used to build stronger relationships and drive customer engagement.
1. Snowflake: Personalized email campaigns
Snowflake, a cloud data platform, achieved a massive increase in engagement by tailoring their email campaigns to address the specific pain points of individual accounts. They also used LinkedIn’s feature InMails to send targeted messages after understanding the needs of the customer based on their profiles.
As a result of their ABM strategies, they achieved a 75% increase of SDR-booked meetings in ABM accounts.
Personalized email campaigns are a staple of effective ABM. These emails go beyond generic messaging, addressing specific needs and goals of individual accounts. By leveraging data insights, you can tailor each message to make it relevant and impactful.
Use detailed data about each account’s history, industry, and previous interactions to craft emails that speak directly to their unique challenges. Velaris’s 360º view of customer profiles can make it easier to understand customers and tailor communications accordingly.
This personalized touch shows customers you understand their needs and value the relationship.
2. LiveRamp: Customized in-app experiences
LiveRamp took ABM to another level by personalizing in-app experiences for their key accounts. By tailoring dashboards, walkthroughs, and custom alerts to fit the specific needs of each account, they significantly improved customer satisfaction and engagement.
Their strategy worked particularly well during onboarding, where custom flows designed for a specific industry or role can help users quickly see the value of the product. By focusing on relevant features and skipping unnecessary details, LiveRamp ensured their key accounts experienced a streamlined and impactful journey.
In-app experiences can significantly enhance user engagement when customized to fit the unique context of each account. Whether it’s personalized walkthroughs, tailored dashboards, or custom alerts, these experiences make users feel that the product is built specifically for them.
Consider creating custom onboarding flows for key accounts based on their industry or role. Using data insights, you can focus on the features that matter most to them and skip the irrelevant details. This focused approach streamlines their journey and gets them to value faster.
3. GumGum: Account-specific virtual events
GumGum, an AI company specializing in computer vision, creatively captured the attention of T-Mobile’s CEO by sending a personalized comic book highlighting their shared goals. This unique approach led to T-Mobile’s CEO retweeting the comic book and many followers engaging with the posts.
Hosting account-specific virtual events like webinars and digital content can achieve similar results. By tailoring content to address the challenges and opportunities specific to each account, you can create a sense of exclusivity and deliver value that resonates with key decision-makers.
Tailor your event content to address the challenges and opportunities unique to each account. This might mean diving into industry-specific topics or offering solutions that align with their strategic goals. These customized events foster deeper engagement and build trust.
4. Salsify: Content tailored to specific industries
Salsify, a product experience management platform, demonstrated the effectiveness of industry-specific content by developing materials that aligned with their target accounts' needs. Their campaigns featured roadshows and digital advocacy from companies like Google, which helped Salsify address key pain points while showcasing solutions to customers in their industry.
This ABM strategy led to 82 of their target customers sending decision makers to their NYC tradeshow event.
Creating content that speaks directly to the industries you serve is another effective ABM strategy. This includes producing whitepapers, case studies, and blog posts that address the common pain points within each industry and showcase solutions that resonate.
By addressing common pain points and providing tailored solutions, they successfully increased engagement and strengthened connections with key accounts.
Track which content performs best using engagement metrics. This data-driven approach can guide your future content efforts, ensuring you invest in the resources that your target accounts find most valuable.
5. Sendoso: Direct mail for key decision-makers
Sendoso, a sending platform, helps SaaS companies elevate their account-based marketing strategy by creating personalized direct mail campaigns. They identified key decision-makers at high-value target accounts and sent carefully curated gift boxes tailored to the recipients’ interests.
The results? A significant increase in meeting bookings and deal closures. For example, BetterCloud had a 529% increase in revenue influenced by direct mail, and a highly engaged community of loyal customers.
When combined with follow-ups via email or phone, direct mail campaigns can seamlessly integrate offline and online efforts, keeping the conversation going and maintaining momentum.
In a digital world, direct mail might seem outdated, but when used thoughtfully, it can make a lasting impression – especially on key decision-makers. A well-crafted package or a personalized letter can stand out among countless digital communications.
6. TestGorilla: Multi-channel engagement strategies
TestGorilla, a pre-employment screening platform, effectively employs a multi-channel marketing strategy to engage potential customers throughout their decision-making journey. Initially, they capture interest by serving educational ads on Facebook that direct viewers to blog posts on relevant topics. This approach provides value without immediately pushing for a sale.
Subsequently, TestGorilla nurtures these leads through email marketing, offering content that delves deeper into their product's functionalities and benefits. To further engage prospects who are evaluating alternatives, they run targeted Google Ads against top competitors, ensuring their brand remains prominent during the consideration phase.
Reaching high-value accounts through multiple channels – whether it’s email, in-app messaging, social media, or phone – ensures your message gets noticed. Using a mix of channels allows you to connect with the right people at the right time.
To see what works best for different accounts, try monitoring the effectiveness of each channel. Some may prefer email communication, while others engage more with in-app notifications or social media posts. Adjust your strategy accordingly.
Conclusion
ABM marketing is a powerful approach for delivering targeted, personalized engagement that resonates with high-value accounts.
By focusing on the accounts that matter most, CSMs can drive meaningful retention and cultivate deeper customer relationships. The examples in this blog demonstrate what strategies have been successful in driving engagement and loyalty with high-value customers.
For those looking to streamline their ABM efforts, a Customer Success platform like Velaris can help bring efficiency and personalization to your strategy.
Interested in seeing how Velaris can make your ABM strategy more effective? Book a demo today to learn more.
