What does an ABM campaign look like? What channels do we use? What types of actions are often done? Where should I get started?

What are the most common tactics I need to nail to have a solid ABM program?

Those are some of the most common questions, CMOs, CEOs, or Sales Directors often ask me.

ABM is a comprehensive go-to-market methodology that integrates various channels and types of content to target specific accounts. As an ABM consultant, I've seen firsthand how well-executed ABM campaigns can transform businesses. I've also seen firsthand how bad-executed ABM campaigns can break the bank and make everyone in the company lost the interest in ABM.

Let's dive into what an ABM campaign looks like, focusing on specific tactics that have proven successful for top-notch companies like Snowflake, GetApp, Thales, Google or N.Rich just to name a few.

We will break down the ABM campaign examples by channel or tactic for understanding purposes to get all the ABM tactics we need to set an account-based marketing program up for success.

1. ABM fairs and events

Clarisse Djomkam from Snowflake knows a thing or two about creating exclusive and out-of-the-box ABM-infused events. Snowflake is not only known for having one of the most acclaimed ABM programs, but also for organizing some of the most effective event programs.

I asked Clarisse Djomkam, ABM Manager for the French market, how she approaches organizing ABM events. Instead of opting for a traditional booth, Clarisse and her team at Snowflake co-shared space with a key customer to spotlight a successful use case built on the Snowflake platform. This strategy elevated their presence by highlighting the customer’s achievements.

To generate buzz, they introduced a nostalgic grip machine featuring their bear mascot as the prize. This activity drew attention, and the account team transformed the excitement into meaningful engagement by interacting with attendees and inviting key decision-makers to an exclusive cocktail event.

The campaign wrapped up with a guerrilla-style photo-op, featuring a life-sized mascot alongside the customer’s logo. When posted on LinkedIn, the content caught the attention of the customer’s General Manager, boosting visibility and accelerating key discussions. This creative ABM strategy not only strengthened relationships but also contributed to revenue growth.

2. Escape Rooms and exclusive highly-personalized events

Akriti Gupta LinkedIn's Marketing Director has a one of the most fully-fledge ABM programs out there. She has also launched some of the most original ABM tactics Here's one ABM campaign example which is particularly out-of-the-box and impactful. This is a great ABM play for those stalled accounts struggling to move down the funnel. 

Akriti organized an exciting escape game targeting the account's buying committee and key influencers. Staying true to the theme, even the event invite was a clue-based direct mail piece, setting the stage for this immersive experience.

During the escape game, the account's members faced a personalized challenge, that required them to use Google's products, providing a hands-on experience. Akriti's Google team split them into two teams, igniting their competitive spirit and showcasing the ease of using their products as they raced to complete the challenge. Akriti's ABM team wrapped up with happy hours, providing her sales team with the perfect opportunity to connect with the energized participants.

This ABM event served as an impactful door-opener to that account, allowing key decision-makers to gain a firsthand understanding of how our products work.

3. Roundtables and Executive events

Cristina Daroca is one of my favorite ABMers. She stands out as both a strategic and hands-on ABM professional. In her account-based marketing campaigns, she is particularly resourceful and results-driven.

In one of her best-performing ABM campaigns, she invited 5 executives from top accounts to a roundtable discussion. She then took the most interesting insights from the discussion and turned them into an eBook, making the 5 executives feel like VIPs. Cristina leveraged this ABM event to create another piece of content to target other accounts.  This Account-based marketing campaign example not only helped her advance conversations with those executives but also provided a new piece of content featuring customer voices.

4. Direct Mail & Gifting experiences

I've found that personalized direct mail and gifting are incredibly powerful ABM tactics. They are actually my favorite tactics if done strategically and creatively. Sending thoughtful, customized gifts to key decision-makers leaves a lasting impression and builds momentum. This is what Carlota Feliu did in her early marketer years at Smartbox. Carlota Feliu is now Global Markets Lead and ABM Manager for HP. 

Carlota told me about  how successful was an ABM campaign she did to build reputation within a selected group of accounts in Spain while working at Smartbox.  Concerning the ABM tactics, she sent to the HR Managers a plastic ham leg real-size with a message to convince them to stop doing the typical Christmas present to their employees (which many times is a ham leg) and give them experiences instead. Carlota's ABM campaign created a WOW effect and a memorable moment for those ones who received the campaign.

5. Guerrilla Marketing for ABM

Now it is my turn as an Account-based marketer to talk you through one of the best ABM campaigns I've created. 

When I was a CMO at a CrossFit SaaS company, we launched a mysterious ABM campaign asking CrossFit box owners: 'Are you ready for the Box Challenge?'. We created stickers and used guerrilla marketing featuring the campaign slogan. Shortly after, our prospects received a letter in the mail with an invitation to the challenge, along with a QR code to participate. As a reward, they would receive a personalized t-shirt with their CrossFit nickname and their box's name.

From a very limited sample, thanks to this ABM tactics we managed to book 4 calls, making the campaign a small but meaningful success.

These are just some ABM tactics you can put in place. If you still want to know more about what ABM campaigns look like for other ABM experts, view here more campaign examples...

If you want to know more of how putting in place some out-fo-the-box reach out to me here