How to Drive Successful ABM Campaigns Using Rewards Marketing
August 23, 2021
Guest author Kristy Hartman is a digital marketer and content creator at BHN Rewards (formerly Rybbon).
It’s no secret that running successful account-based marketing (ABM) campaigns can be a long and involved process, but the rewards are second to none. If you’re not already embracing ABM, here are a few statistics that are sure to pique your interest:
- After implementing an ABM strategy, some companies saw an increase of 171% in average annual contract value.
- Eighty-six percent of marketers surveyed said ABM increases win rates, and 80% reported improved customer lifetime value.
- Seventy-nine percent of company opportunities and 73 percent of total revenue directly result from ABM programs.
Imagine being able to supercharge your ABM strategy by simply adding digital rewards to your campaign arsenal.
Put Digital Rewards to Work for Your ABM Campaigns
Once the initial work of prioritizing high-value target accounts, identifying key contact personas, and creating the content needed for the client journey is complete, it’s time to take the campaign to your prospects. This is where digital rewards can help you raise awareness and receive the positive responses you’re looking for at every touchpoint.
To illustrate how digital rewards can drive ABM success throughout the campaign, we’ve segmented the campaign initiatives into three categories:
- Making initial contact
- Keeping prospects engaged
- Creating strong relationships.
Making Initial Contact
Whether you initiate contact via an email, a request to subscribe to your newsletter, or an invitation to register for a webinar, digital rewards can boost response rates and quickly move the prospect to the next phase in the funnel.
For example, say your initial contact consists of an introductory email with an invitation to a webinar. Although the registrant-to-attendee webinar conversion rate is around 35-45 percent, you can improve webinar attendance rates (and your return on investment) by gifting participants with a digital reward. Consider offering them a coffee reward to enjoy during the webinar, sending them an Apple or Amazon digital gift card afterward, or providing digital rewards of increasing value when prospects attend multiple webinars.
Keeping Prospects Engaged
Delivering experiences that keep prospects engaged throughout your campaign can be a bit overwhelming. Although you most likely have developed the personalized content needed for your ABM campaign, such as case studies, e-books, videos, infographics, podcasts, and demonstrations, digital rewards let you raise the bar on personalization.
Perhaps your multi-touch campaign begins with downloading a relevant case study and ends with a product demonstration—and hopefully a signed contract. To keep prospect attention fresh, incorporate points-to-rewards into your campaign activities throughout every stage of their buyer’s journey. This program allows prospects to accrue points for digital rewards of increasing value. Points are earned for each call to action they complete, and once they reach a certain threshold, they can redeem those points to choose a digital gift card.
Build Strong Relationships
Once you’ve gained the interest of your high-value accounts, cultivating bonds of trust and loyalty with your key buyer personas can take many forms—all of which can be strengthened with digital rewards.
For example, invite leaders of your target accounts to a Skype question-and-answer dinner, with a meal of their choice made possible with Uber Eats digital gift cards. Alternatively, invite select target accounts to host featured webinars. Sweeten and personalize the offer with a digital reward to a charitable organization of their choice.
Also, don’t forget that as you build this loyal account base, requesting referrals can exponentially increase your target market. Try using a multi-pronged approach that rewards the referring customer and the qualified prospect with a digital gift card. Make the program even more appealing by increasing the reward value for every qualifying referral made.
With digital rewards, you gain nearly endless opportunities to personalize your ABM campaigns further, making every touchpoint a unique experience.
The Low-Cost, Low-Effort Way to Build Trust and Customer Advocacy
Keeping the wheels moving during your ABM campaigns can stretch even the most resourceful marketers, and the last thing you need is to add another activity to an already hectic schedule.
Designed for peace of mind, BHN Rewards provides an all-in-one solution that enables you to do what you do best: Turn prospects into loyal customers. With little to no effort required, digital rewards are automatically sent from your trusted email domain, letting you personalize the message and promote your brand.
When it comes to digital rewards getting lost or remaining unclaimed, BHN Rewards has you covered. Its budget-friendly platform automatically provides a 100 percent refund for any unclaimed rewards. By adding digital rewards to your ABM campaign programs, you gain the ability to improve response rates, streamline the sales cycle, deliver valuable buying experiences, and build brand loyalty.
Ready to drive a successful ABM campaign of your own? Get started with BHN Rewards and SmartBug today and drive better sales through the powerful combination of ABM and rewards marketing!
About the author
Kristy Hartman is a digital marketing professional who specializes in innovative marketing solutions for the technology space. Read more articles by Kristy Hartman.