11 Case Studies of Account-based Marketing Success

Shreyas Patil
Updated: Apr 21, 2023

In recent years, account-based marketing (ABM) has grown in popularity among B2B marketers. ABM, as opposed to traditional marketing strategies, focuses on specific accounts or individuals who are most likely to become customers. ABM can deliver better results and ROI than other marketing methods by personalizing the marketing message and tailoring it to the individual needs of the account.

We've compiled 11 case studies of successful ABM campaigns to demonstrate the effectiveness of ABM. Each of these businesses used ABM to achieve impressive results, ranging from increased sales pipeline to larger average deal size. By examining these case studies, we can gain valuable insights into the most effective ABM tactics and strategies.

1. Terminus:How Terminus increased its sales pipeline by 733% through account-based marketing

Terminus is a B2B account-based marketing platform that executed a successful ABM campaign using its own technology. Terminus increased its sales pipeline by 733% by targeting specific accounts with personalized ads and content. A variety of tactics were used in the campaign, including email outreach, personalized landing pages, and targeted ads on social media and other websites. Terminus was able to achieve impressive results by focusing on the right accounts and delivering a personalized message.

2. Demandbase: How Demandbase achieved a 75% increase in deal size through ABM

Demandbase was able to increase the deal size by 75% through its own ABM campaigns. The campaign used personalized content, such as case studies and whitepapers, as well as targeted ads on LinkedIn and other social media platforms, to target specific accounts. Demandbase was able to achieve impressive results and a high ROI by focusing on accounts that were most likely to become customers.

3. Vidyard:How Vidyard used personalized video to increase engagement by 63%

Vidyard is a video marketing platform that achieved impressive results with its ABM campaign by using personalized video. Vidyard increased engagement by 63% by creating personalized videos for specific accounts. The campaign included personalized emails and landing pages, as well as personalized videos tailored to the specific needs of each account. Vidyard was able to achieve impressive results by delivering a personalized message that resonated with the target audience.

4. Marketo: How Marketo used ABM to reduce its cost per opportunity by 25%

Marketo is a marketing automation platform that used ABM to reduce cost per opportunity by 25%. The campaign used personalized content and ads, as well as targeted emails and social media outreach, to target specific accounts. Marketo was able to achieve impressive results and a high ROI by focusing on the accounts that were most likely to convert.

5. MuleSoft: How MuleSoft achieved a 274% increase in deal size through ABM

MuleSoft is a software integration platform that used ABM to increase the deal size by 274%. A variety of tactics were used in the campaign, including targeted ads, personalized landing pages, and email outreach. MuleSoft was able to achieve impressive results and a high ROI by focusing on accounts that were most likely to become customers.

6. Uberflip: How Uberflip increased its conversion rates by 200% through ABM

Uberflip is a content marketing platform that increased its conversion rates by 200% using ABM. Personalized landing pages and targeted ads, as well as personalized emails and direct mail outreach, were all part of the campaign. Uberflip was able to achieve impressive results and a high ROI by delivering a highly targeted message to the accounts that were most likely to convert.

7. Snowflake: How Snowflake used ABM to generate $2.2 million in revenue from a single account

Snowflake is a cloud-based data warehousing platform that generated $2.2 million in revenue from a single account by utilizing ABM. Personalized emails, targeted ads, and personalized landing pages were among the tactics used in the campaign. Snowflake was able to deliver a highly relevant message that resonated with the target audience by focusing on the specific needs and pain points of the target account. This resulted in a successful sales pitch and, as a result, a substantial revenue increase.

8. LeanData: How LeanData used ABM to achieve a 4x increase in conversion rates

LeanData is a B2B lead management platform that used ABM to increase conversion rates by four times. The campaign included personalized landing pages and targeted ads, as well as personalized emails and direct mail outreach. LeanData was able to achieve impressive results and a high ROI by focusing on the accounts that were most likely to convert and delivering a personalized message that resonated with their needs.

9. DocuSign: How DocuSign used ABM to increase its win rate by 35%

DocuSign is a digital signature and contract management platform that increased its win rate by 35% using ABM. Personalized emails, targeted ads, direct mail outreach, and personalized landing pages were all part of the campaign. DocuSign was able to achieve impressive results and a high ROI by delivering a highly targeted message that resonated with the target accounts.

10. Bizible: How Bizible used ABM to increase its pipeline by 400%

Bizible is a B2B marketing attribution platform that increased its pipeline by 400% using ABM. The campaign used a variety of tactics, such as personalized emails, targeted ads, direct mail outreach, and personalized landing pages. Bizible achieved impressive results and a high ROI by focusing on the accounts that were most likely to become customers and delivering a personalized message that resonated with their needs.

11. Engagio: How Engagio used ABM to increase its close rate by 40%

Engagio is a B2B account-based marketing platform that increased its close rate by 40% using ABM. Personalized emails and direct mail outreach were part of the campaign, as were targeted ads and personalized landing pages. Engagio was able to achieve impressive results and a high ROI by delivering a highly targeted message that resonated with the target accounts.

Bouns: 11 more Case Studies of ABM

Conclusion

These case studies demonstrate how ABM can help B2B companies achieve impressive results. ABM can deliver higher conversion rates, increased pipeline, and a higher ROI than traditional marketing methods by focusing on the accounts that are most likely to become customers and delivering a personalized message that resonates with their needs. By reviewing these case studies, B2B marketers can gain valuable insights into the most effective ABM tactics and strategies, which they can then use to create successful campaigns of their own.

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FAQs:

What is account-based marketing?

Account-based marketing (ABM) is a business-to-business marketing strategy that focuses on specific high-value accounts or clients rather than casting a wide net to a large audience. ABM entails tailoring your marketing efforts to each account's specific needs and challenges, to strengthen relationships and increase revenue from those accounts.

How to do account-based marketing?

To do account-based marketing, you should follow these general steps:

Identify your target accounts: Determine which accounts are most valuable to your business, and prioritize them based on factors such as revenue potential and fit with your products or services.
Select your strategy: Choose your tactics for reaching out to your target accounts, such as personalised email outreach, targeted advertising, direct mail, and account-specific landing pages.
Create personalized messaging: Develop tailored messaging that speaks to the specific needs and challenges of each target account.
Track the effectiveness of your ABM efforts and optimize your strategy based on the results, using data and analytics to inform your decisions.

Why is account-based marketing important?

Account-based marketing is important because it allows you to concentrate your marketing efforts on the accounts most likely to generate revenue for your company. You can strengthen relationships, increase engagement, and drive more conversions by targeting high-value accounts and delivering personalized messages and content that resonate with their needs. ABM also enables you to better align your sales and marketing teams, resulting in more effective collaboration and better business outcomes.

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