Successful Examples of ABM Efforts

29
ABM Efforts

ABM requires paying careful attention to your customers, figuring out what they want and how to give it to them. Here are four examples of companies that have successfully tracked and targeted their customers:

#1. GumGum

GumGum, a media company based in the US, came up with a creative approach to reach out to the fast-food giant McDonald’s. The company designed 100 burger kits and sent them to the executives at both McDonald’s and its media agencies. The box also contained a fast-food receipt that had the names of each individual on it.

In addition, GumGum used much of McDonald’s BigMac ingredients to explain different features of their technology. They then shared the pitch with a wider social media audience and selected key decision-makers by tagging them on their individual accounts. This resulted in them bagging a meeting with the key stakeholders at McDonald’s.

Source: GumGum

This is the perfect example of how you can grab people’s attention on social media and stand out from the crowd. It was unique, thought-out, and well-organized, providing all of the required ingredients for success.

#2. Rapid7

Once Rapid7 implemented this idea where they sent out old-school View-Masters picture wheels in a bid to promote the release of their new product.

P.S. You may not be familiar with what a View-Master is, but it was a pretty big deal in the 1980s.

The result? It unboxed old memories in people and got them excited about the new product. They wanted to know more.

Rapid7’s response was very good, which resulted in a higher conversion rate. Even if someone wasn’t interested in the product, it did open the future opportunity for sales.

#3. RollWorks

RollWorks integrated ABM into their existing strategy of making a big impression on prospective customers.

The inbound marketing team worked with the sales development team to create display ads, landing pages, and direct mail pieces. They employed ABM to extend their marketing reach farther down the sales funnel in order to keep the momentum rolling.

Then, they had prospects who had not advanced in 35 days define their goal, and then mail them a booklet that explained how to get started. The booklet also contained customer testimonials from people who had adopted the company’s products. RollWorks also offered lower level products that weren’t related to their main service, but displayed ads for their full product suite to educate their customers.

The result? Using the door opener kits enabled the team to increase their appointment rate from 2.6% to 10.2%. Also, those who received the kit were three times more likely to book an appointment with RollWorks.

This is a perfect example of how to layer ABM marketing on top of existing sales efforts.