Level Up Your B2B Account Based Marketing (ABM)

A targeted marketing strategy requires highly personal insights.

What is ABM?

A common acronym we marketers are throwing around these days is ABM, which stands for account based marketing.

ABM is a new term for a time-tested strategy designed to humanize marketing and deliver value by being personal. Built on the principle that it’s better to focus on a few high-performing key clients than it is to search out large numbers of new ones, B2B account based marketing treats individual accounts as a market of one. Marketing and Sales hone their focus on a single, high-value business account with multiple stakeholders, as opposed to targeting to an entire industry or vertical. In turn, this allows organizations to treat their target audiences as (gasp!) humans.

How do account based marketing strategies work?

Sales and Marketing teams must work closely together to achieve success in any B2B account based marketing campaign. The Marketing team’s expertise in metrics, intelligence gathering and optimization should inform the Sales team’s outreach efforts to key accounts. Sales provides feedback to Marketing to identify potential new accounts. Account based marketing best practice is that the Sales and Marketing teams work together as a unit on revenue-generating activities, collaborating to create a strategy that is unique to each key account.

How do account based marketing strategies work?

Sales and Marketing teams must work closely together to achieve success in any B2B account based marketing campaign. The Marketing team’s expertise in metrics, intelligence gathering and optimization should inform the Sales team’s outreach efforts to key accounts. Sales provides feedback to Marketing to identify potential new accounts. Account based marketing best practice is that the Sales and Marketing teams work together as a unit on revenue-generating activities, collaborating to create a strategy that is unique to each key account.

How does UviaUs elevate ABM campaigns to greater success?

A successful ABM strategy involves more than just finding the right accounts. For an ABM program to have high impact, teams must create an experience that delivers a targeted message that engages those high-level prospects in a meaningful way. Our time-tested, finely tuned approach to account based marketing is to package a message with a clear call to action, combining current marketing technology with tactile and personalized touches to create lasting impressions that drive sales.

If you have an existing ABM marketing program, UviaUs can help increase momentum with our full-service approach that assesses your current engagement strategy (such as who, when, where and how to engage accounts) and delivers more meaningful experiences and outcomes.

How does UviaUs elevate ABM campaigns to greater success?

A successful ABM strategy involves more than just finding the right accounts. For an ABM program to have high impact, teams must create an experience that delivers a targeted message that engages those high-level prospects in a meaningful way. Our time-tested, finely tuned approach to account based marketing is to package a message with a clear call to action, combining current marketing technology with tactile and personalized touches to create lasting impressions that drive sales.

If you have an existing ABM marketing program, UviaUs can help increase momentum with our full-service approach that assesses your current engagement strategy (such as who, when, where and how to engage accounts) and delivers more meaningful experiences and outcomes.

“Account based marketing helps companies to engage high-value accounts and audiences. UviaUs has found a way to not only get their attention, but hold it, by leveraging the power of video and delivering it in an unforgettable way.”

—Tyler Lessard, VP Marketing, Vidyard

“Account based marketing helps companies to engage high-value accounts and audiences. UviaUs has found a way to not only get their attention, but hold it, by leveraging the power of video and delivering it in an unforgettable way.”

—Tyler Lessard, VP Marketing, Vidyard
Example of a high-ROI ABM campaign

UviaUs + BillingTree’s ABM Campaign Story

BillingTree leveraged ABM marketing to get the attention of the decision-makers at their key accounts.

BillingTree is an industry leader in payment processing, with a focus on technology-driven innovation. Their goal for this account based marketing campaign was to connect with as many small and large businesses as possible to show how their payment solutions can improve an organization’s customer experience while also improving their bottom line.

What BillingTree was doing wrong.

BillingTree was trying to implement a B2B account based marketing strategy using direct mail with gift cards as an incentive to connect with their customers. The sales process sounded simple: if a client scheduled a sales presentation, they received a gift card. Unfortunately, their ABM tactics weren’t working.

Nobody wanted to book meetings. When they did get an appointment scheduled, the result was often a face-to-face meeting with someone unable to make decisions for the company – a frustrating waste of resources for both parties.

Prior to the UviaUs Account Based Marketing Campaign

BillingTree was trying to implement a B2B account based marketing strategy using direct mail with gift cards as an incentive to connect with their customers. The sales process sounded simple: if a client scheduled a sales presentation, they received a gift card. Unfortunately, their ABM tactics weren’t working.

Nobody wanted to book meetings. When they did get an appointment scheduled, the result was often a face-to-face meeting with someone unable to make decisions for the company – a frustrating waste of resources for both parties.

Our tailored account based marketing strategy.

BillingTree needed to talk to the decision-makers at their key accounts. As a company on the leading edge of financial technology, they wanted a technological solution.

We leveraged account based marketing best practices and targeted BillingTree’s top 100 prospects with a high-value deliverable that would immediately capture their attention and leave a lasting brand impression.

For this account based marketing campaign, our team strategized, designed, manufactured, and mailed 100 rugged locking cases, branded to BillingTree and secured with two combination padlocks. The exterior of the case and an accompanying personalized notecard explained that inside there was an Amazon gift card worth up to $100. The catch? We didn’t include the combination.

These key account prospects we targeted in this account based outreach, mostly C-Level executives, were in for a second surprise. Opening the case revealed a fully branded interior with a video player embedded in the lid. The video player automatically activates whenever the case is opened, playing an animated video created by UviaUs specifically for this ABM campaign.

Our tailored account based marketing strategy.

BillingTree needed to talk to the decision-makers at their key accounts. As a company on the leading edge of financial technology, they wanted a technological solution.

We leveraged account based marketing best practices and targeted BillingTree’s top 100 prospects with a high-value deliverable that would immediately capture their attention and leave a lasting brand impression.

For this account based marketing campaign, our team strategized, designed, manufactured, and mailed 100 rugged locking cases, branded to BillingTree and secured with two combination padlocks. The exterior of the case and an accompanying personalized notecard explained that inside there was an Amazon gift card worth up to $100. The catch? We didn’t include the combination.

These key account prospects we targeted in this account based outreach, mostly C-Level executives, were in for a second surprise. Opening the case revealed a fully branded interior with a video player embedded in the lid. The video player automatically activates whenever the case is opened, playing an animated video created by UviaUs specifically for this ABM campaign.

ABM campaign results.

Over 60% of the prospects who received the mailing have reached out to BillingTree, and 15% of those prospects have converted to opportunities. To date, BillingTree has closed over a quarter of those opportunities, with a revenue of $159,902.

With an ROI of over 700%, the BillingTree team still has nearly $200,000 worth of opportunities generated by this account based campaign in their pipeline.

The BillingTree account based marketing campaign also garnered the attention of the marketing community. The ABM campaign was awarded the 2019 Next Generation Innovative B2B Campaign Award, as well as bronze for Best Use of Disruptive Marketing at the 2019 Chief Marketer PRO Awards.

ABM campaign results.

Over 60% of the prospects who received the mailing have reached out to BillingTree, and 15% of those prospects have converted to opportunities. To date, BillingTree has closed over a quarter of those opportunities, with a revenue of $159,902.

With an ROI of over 700%, the BillingTree team still has nearly $200,000 worth of opportunities generated by this account based campaign in their pipeline.

The BillingTree account based marketing campaign also garnered the attention of the marketing community. The ABM campaign was awarded the 2019 Next Generation Innovative B2B Campaign Award, as well as bronze for Best Use of Disruptive Marketing at the 2019 Chief Marketer PRO Awards.

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