Account-Based Content
The Goal
Demandbase wanted to educate prospects on how to create more targeted and innovative marketing campaigns using account-based marketing.
The Asset
The E-book, Account-Based Marketing: Fundamentals Every B2B Marketer Must Know, was designed to explain how ABM can enable B2B marketers to identify and target the accounts that matter most. The information from the E-book was also reused to create an infographic, a short video, a blog post and an interactive quiz.
The Results
- Approximately 950 downloads
- Directly attributed ROI of 960%
- Tied to more than $8 million in pipeline
Lesson Learned
Offer content in multiple formats to appeal to a wider pool of buyers.
The Goal
Conductor wanted to develop a campaign and content strategy to help its sales team engage with 175 of the leading retail companies in the U.S.
The Asset
Conductor identified three or four key decision-makers at each target account and shared relevant, timely content delivered through a variety of coordinated channels: rep outreach, marketing emails, direct mail, a webinar and a survey. Other content formats included infographics, E-books, reports and blog posts.
The Results
- The campaign generated 27 opportunities
- More than $600,000 in pipeline created within two months of campaign kick-off.
Lesson Learned
Focus on relevancy and timeliness when formulating campaigns to enhance engagement and conversion rates among target accounts.
The Goal
To pique the interest of contacts within target accounts, Influitive designed and implemented an account-based marketing campaign for one of the biggest technology conferences in the world: Dreamforce 2015.
The Asset
Influitive launched a Wild West-inspired bounty hunting campaign to increase brand awareness and engage key prospects at the event. The company created a “Most Wanted” list of its top 150 prospects and offered a cash bounty when someone brought the executive to the Influitive booth.
The Results
- Influenced 22 opportunities worth $367,000
- Sourced 12 opportunities valued at $270,000
- Closed four deals
- Engaged approximately 50 accounts
- Generated 623 mentions across social networks before and during the event
Lesson Learned
Get creative with your event strategy! Come up with fun themes, contests and giveaways to help your brand stand out at large events crowded with sponsors.