Why was it a good choice?
This simple and creative ABM tactic helped Robin increase website traffic by 50% and leads by 20%.
Form
Form is a platform that allows front line teams to improve their performance by managing tasks, data collection, and other aspects. It was founded in 2001.
What was their ABM approach?
Form decided to use interactive demos for their prospect accounts as an ABM campaign. They went through the list of their target accounts to learn more about their needs and pain points. Through their demos, Form highlighted the strengths of their platform and showed how the prospects could benefit from working with them.
Why was it a good choice?
The front line team workers were unaware of Form’s potential. That’s why these interactive demos were a great chance to get familiar with the product and understand its value. This ABM tactic allowed Form to increase conversion and generate more leads at a lower price.
Payscale
Payscale is a software that helps manage employees’ compensation. It was founded in 2002.
What was their ABM approach?
Payscale mainly aimed at new startups, so they decided to use targeted advertising to reach them. To do that, they also did their research to find the key decision makers within the target accounts. Their marketing and sales team cooperated to identify them based on the company’s parameters, such as job title. The sales team provided the information, and the marketing team set up the campaigns.
Why was it a good choice?
This detailed ABM strategy:
- Decreased the time to close for active opportunities by 45%
- Increased their conversion rate
- Increased return of the investment
- Increased target account traffic by 500%
Unity
Unity is a 2D and 3D games development platform. Unity was already famous in the gaming sphere. However, they decided to aim at the architecture industry and expand their possibilities.
What was their ABM approach?
They created a few ABM campaigns demonstrating their technologies and how the architecture industry can benefit from them. One of their ABM campaigns was an augmented reality map in a notebook. This map demonstrates Unity’s abilities while keeping the prospects engaged.