ABM Success Stories: From the Frontline

Wars are won not just by valiant fighting, but also strategies learnt from the best.

The mighty wars for Closed Won Deals amongst B2B companies, can be won by those who follow the right thought leaders.

In this newsletter, I’ve put together stories of a few ABM experts we talked to in The ABM Voice. Yes, this entire article is a plugin for the podcast. But read on, you’ll still find it an interesting read.

The ABM Voice is our podcast series where we talk to seasoned marketers and discuss all topics under Account Based Marketing.

CRM Next's 'Banklorette' Campaign

Jim Gilkey talked about CRM Next, a financial services CRM, decided to ditch the usual marketing playbook and go for something bold: the Banklorette Campaign. Yes, it was inspired by The Bachelorette TV show, and it was every bit as fun as it sounds.

The Strategy: Picture this—a landing page where CRM Next and its competitors were “contestants” competing for a rose. This playful setup not only entertained visitors but also captured data about which competitors they were interested in.

The Impact: CRM Next didn’t stop at making people smile; they turned those laughs into leads. The data they gathered helped them craft hyper-targeted messages that resonated with their audience and moved them further down the pipeline.

Key Takeaway: Get creative! Mixing humor and data-driven targeting can take a campaign from just building brand awareness to actually driving revenue.

The full podcast:

Riverbed Technology's Executive Roundtable

Cristina Daroca introduced us to how Riverbed Technology built trust and deeper connections with their target accounts by hosting a virtual executive roundtable focused on cloud technology management.

The Approach: They invited execs from six or seven high-value accounts to a discussion led by their CIO. The conversation felt open and genuine, giving participants a platform to share their thoughts. After the event, Riverbed went the extra mile by creating a personalized “new book” with the insights from the session and sending it out as a follow-up.

The Results: This approach wasn’t just about networking—it was about nurturing. It built stronger relationships with their target accounts and positioned Riverbed as a go-to thought leader.

Key Takeaway: Personalize your follow-ups. It shows you’re paying attention and invested in your audience’s success.

Watch the entire episode:

Daniel Englebretson’s Early ABM Experiment

ABM expert Daniel Englebretson shared a fascinating story about his early pilot campaign, which focused on just 46 key accounts.

The Collaboration: Englebretson didn’t go it alone. He teamed up with the GM, product manager, and sales team to align everyone’s goals and strategies from day one.

The Outcome: The result? A jaw-dropping 100% close rate in just 10 months. That’s right—every single account closed.

Key Takeaway: Alignment is everything. When marketing, sales, and leadership are all on the same page, magic can happen—especially when you keep your focus tight.

Watch the episode for more insights:

What Do These Campaigns Have in Common?

Even though each campaign took a different approach, they all hit on the same essential ingredients for ABM success:

Clear Goals: Know what you’re aiming for—brand awareness, pipeline growth, or account expansion. Clear goals guide your strategy and make it easier to measure success.

Personalization: It’s not just about reaching people—it’s about making them feel seen. Tailored messages and experiences resonate with decision-makers on a personal level.

Collaboration: Marketing can’t do this alone. Team up with sales, leadership, and other key players to make sure everyone is rowing in the same direction.

Data-Driven Insights: Use analytics and tools to pick the right accounts and optimize your efforts. Don’t just guess—let the data guide you.

Continuous Improvement: ABM isn’t a “set it and forget it” strategy. Regularly review what’s working (and what’s not) to keep leveling up your campaigns.

If you want more examples or case studies of successful ABM campaigns, just DM Arun on LinkedIn.

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