8 ABM Campaign Examples You Should See And Learn From

📆 Thursday, 2nd November 2023

Hi, and welcome back to SaaS Espresso. Your one-stop destination for 👏 everything 👏 in the SaaS industry.

In this edition, we're diving deep into the world of Account-Based Marketing (ABM) and how to focus on high-value target accounts that are most likely to convert into long-term customers. 

We've rounded up 8 ABM campaign examples that have made waves in the SAAS industry, and we're excited to share them with you.

Let's get started:

Billing Tree created 100 custom cases with the BillingTree logo and locked them with two combination locks. Inside each case, there was a $100 Amazon gift card, but the combination was a secret. When the prospects opened the case, they found a surprise inside – a video player that started playing an animated video about BillingTree as soon as they opened the lid. It was a creative way to make a lasting impression!

They started by figuring out the types of companies they wanted to work with (ICP) and listing their top choices.

Then, Personify created special ads for each group, making sure they matched the stage the company was at, the company itself, and the kind of customers they had.

Within 11 months of starting their ABM program, Personify began seeing results. Some key outcomes were…

DocuSign, a tool for managing electronic signatures, had a unique problem. Their customers came from six different types of businesses, which made it challenging to connect with them effectively. To tackle this issue, DocuSign used a smart strategy called Account-Based Marketing (ABM).

When people visited their website, they were asked a few simple questions to figure out which industry they were in, out of the six options. Then, DocuSign used this information to show personalized content to each visitor.

Salsify did something special with ABM. They organized a cool event in New York City with famous brands like Johnson & Johnson and Google talking about them. They also used social media to talk to the people they wanted to reach. After that, they sent specific ads and emails, and then they let the sales team do their thing. By working together, the marketing and sales teams helped close many deals in just 2 hours. Plus, they did even better than they expected, surpassing their goal by 22%.

Personalized Storytelling

GumGum, a tech company that's really good with computer vision, did something super cool with T-Mobile. They found out that the big boss at T-Mobile loves Batman. So, guess what they did? They made a special comic book called "T-man and Gums," with 100 copies! They gave these to folks at T-Mobile offices. Afterward, they made more stuff that those folks really liked. Cool, right?

Billboard Message

Intridea, a company that creates websites and offers services online, did something interesting to catch the attention of an ad agency called Ogilvy and Mather. They put up a big sign outside their office in Manhattan with a message that said, 'Look at this, Ogilvy...' Then, they had a special website link with funny pictures and a message just for Ogilvy, asking them to consider working with Intridea. This special way of marketing helped Intridea, and it could help your business too!"

Meet Robin, the company that sells software for booking conference rooms. They had a clever way to get new customers. Instead of talking about boring software stuff, they showed off amazing pictures of their clients' office spaces. People loved it!

Direct Mailing Strategy

RollWorks noticed that some accounts weren't making progress for 35 days, so they sent them something called a 'Door Opener Kit.' This kit had a notebook with a checklist to guide the customers on what to do next including stories from happy clients.

The result? An amazing 41% of these less active clients ended up becoming customers.

These remarkable success stories should leave you buzzing with ideas on how to implement ABM effectively within your Saas.

Stay tuned for our upcoming content, as we explore more trends, tips, and tricks to help you excel in the world of SaaS growth.