ABM Campaign - Demand Gen Report

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[/mk_fancy_title][mk_fancy_title tag_name=”h1″ size=”63″ force_font_size=”true” size_phone=”24″ font_weight=”300″ font_family=”Roboto” font_type=”google” align=”center” el_class=”headlinetop”]ABM Campaign[/mk_fancy_title][vc_column_text align=”center” css=”.vc_custom_1518576798028{margin-top: -20px !important;}”] CHANNELADVISOR | TRAPEZE GROUP[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner is_fullwidth_content=”false” el_id=”SectionA” css=”.vc_custom_1518544483011{padding-top: 45px !important;}”][vc_column_inner width=”1/2″][vc_single_image image=”1776″ img_size=”340×132″][vc_column_text css=”.vc_custom_1518578668313{margin-bottom: 0px !important;padding-bottom: 20px !important;}”]

ChannelAdvisor decided to create two unique ABM campaigns that targeted specific strategic accounts via direct mail. The first campaign involved sending 116 prospects an Amazon Tap with the call-to-action to enable a new ChannelAdvisor Alexa Skill. The skill allows prospects to listen to summaries of the company’s most recent blog posts and learn e-commerce strategies relevant to them.

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The second campaign was similar in nature but consisted of sending 161 prospects Amazon Fire 7 tablets pre-loaded with a ChannelAdvisor app. The two campaigns delivered an ROI of 130% and of the total opportunities touched by the campaign, 39% were net-new.

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Direct mail continues to remain a unique channel to get your foot in the door with top accounts.

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In 2017, Trapeze Group kicked off an ABM pilot with the objective to identify top accounts in which to deepen engagements and create personalized one-to-one messaging and campaigns — ultimately influencing closed-won opportunities. The pilot was rolled out to one account, and the campaign consisted of a personalized website, paid social ads, social engagement, direct mail, industry events and webinars.

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The company saw considerable account engagement, including a 111% increase in session duration on the website and a 100% response rate to a 3D print statue shared in a direct mailer. The Trapeze Group has since rolled out three tiers of ABM strategies with 60 accounts receiving ABM campaigns.

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Don’t put all your eggs in one basket! Test new programs with a small selection of prospects to A/B test its results against your ongoing campaigns.