Case studies surrounding a business' implementation of account-based marketing (ABM) include those from Phonic, Lead Agency, and Bizible. We have also provided additional resources with dozens of similar case studies. Below, you will find more details.
1) Phonic USED ABM TO DRIVE 100 MILLION IN REVENUE
- Phonic, a semiconductor manufacturing company that specializes in cooling technology, needed a way to effectively reach the various business verticals they were targeting.
- The team needed a more effective strategy because their previous marketing strategies were not producing the desired result partly because the verticals they were targeting were niched verticals and they lacked a robust contact database.
- In addition, Phonic had budget constraints, while results from their cold email and other outbound campaigns were mediocre at best.
- They decided to turn to ABM to help them overcome the above challenges and worked with a firm that specializes in ABM.
- Using ABM marketing strategies, they were able to better target and drive engagement in the target niche markets, reaching decision-makers beyond their limited database.
- They were also better able to "segment their messaging by vertical and persona in order to deliver precisely the right message to each person, even the most difficult-to-reach stakeholders."
- As a result, their email open rates increased from 19.75% to 36.52% and prospects became 85% more likely to engage with Phonic.
- About 9% of the account engaged using ABM strategies converted within four months, leading to over $10 million in revenue.
Lead Agency USED ABM TO CONVERT Customers
- Lead Agency, a company that specializes in generating GDPR-compliant leads for clients, was looking to find high-value customers in the real estate space.
- The company decided that the best approach to reach the specific customers they wanted was through account-based marketing and employed the services of an ABM specialist Six and Flow.
- Together, they identified 35 companies they wanted to target, mapped the decision makers and influencers in the company, and created the appropriate content that addressed their needs.
- They adopted a tiered marketing approach where more resources were devoted to larger and more appropriate accounts as needed.
- They were able to convert 10 of the target companies to paying customers within 35 days using the ABM approach, a 29% conversion rate.
Bizible USED ABM TO INCREASE REVENUE
- Bizible, a small marketing company focused on helping small businesses generate revenue rather just leads, needed to generate additional sales within a month in order to meet revenue target for the quarter.
- The marketing team decided that their best chance of bringing in the required sales to meet the sales target was by employing account-based marketing to target the right prospect.
- After identifying several targets, the team customized a direct mail message targeting the decision makers at each company.
- The company's overall message was that they help companies grow their account so they "printed out the Total Economic Impact of Bizible (on recycled paper of course), wrote a custom card, and planted a handful of trees in the recipient's name."
- They sent out a total of 37 mailers at a cost of about $750 and were able to generate $33,000 in extra revenue within a month.
- The account-based marketing effort enabled Bizible to exceed their sales target for the quarter by over 15%.