A prerequisite for the success of an account-based marketing campaign is knowing the target account inside and out. Optimizely uses this knowledge in its strategy to tailor the landing page to the interests of each individual target account . For Microsoft, for example, the text “Hello Microsoft! Let's optimize digital experiences for your costumers” would appear, while Adidas employees would read “Hello Adidas! Let's optimize digital experiences for your athletes”. Optimizely is thus saying goodbye to an old “one size fits all” strategy that also attracts many unqualified leads , and is also leaving regular personalization solutions behind.
With the intention of focusing on individual malaysia whatsapp data accounts rather than the general public, Optimizely redesigned its website accordingly: In addition to the highly personalized approach , the new homepage now offers a flexible hero image with multiple CTAs, more customer validation, and links to product marketing pages and spots to show visitors relevant content and events. The new features of the website also ensure that visitors can find out more about the company and its offerings in many different ways before being asked to provide their data.
Adobe uses a similar strategy to Optimizely. Based on IP tracking and account recognition, Adobe optimizes the conversion elements on its pages for known target accounts. The purpose of this is to improve the user experience and increase the submission rate by more than 25 percent.
With the goal of winning T-Mobile as a customer, the applied computer vision company GumGum began collecting information and data about this target account. The marketing team discovered that T-Mobile CEO John Legere is a fan of Batman. They used this information to launch a campaign tailored specifically to Legere: Together with writers, editors and illustrators, GumGum developed a Batman-themed comic book called "T-Man and Gums". The key thing is that the story links Legere to the company on a personal level. GumGum sent 100 copies to agencies and to T-Mobile itself. With this elaborate campaign, GumGum was able to score a huge success for themselves. Not only did they win T-Mobile as a customer, thanks to a social media post by Legere about their comic book, they were also able to significantly increase their reach and awareness . Of course, such hyper-personalized measures always carry the risk of appearing too intrusive and must therefore be carefully planned and professionally carried out. Nevertheless, they are very suitable for attracting the attention of target accounts and establishing initial contact.
Conclusion
When it comes to account-based marketing campaigns, there are many different ways of implementing them. It is important that the measures suit your company and that you do not take on too much . So first consider how time-consuming and resource-intensive the implementation of a campaign actually is. Be creative, but keep in mind that the goal is to inform the target account about your company's intentions. With the right strategy and the necessary imagination, you will then achieve an end result that optimally combines fun and added value. If you get stuck at any point along the way or need any other support with your account-based marketing measures, do not hesitate to contact us. We will be happy to provide you with advice and support in implementing your plans.
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