Out of the Box: Creative ABX Campaigns for Marketing, Sales, and CX

Creative account-based campaigns from some of today’s leading SaaS companies. Access ten successful, real-world ideas for marketing, sales, and CX in individual chapters below or download everything as a PDF.


Out of the Box: Creative ABX Campaigns for Marketing, Sales, and CX

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Being bold, creative, or unique used to be a nice-to-have.

But in a world of economic uncertainty and limited in-person interaction, it’s a necessity. 2020 has ushered in a new paradigm, forcing companies to evolve beyond just “spray and pray,” set-it-and-forget-it, and many other traditional “lead generation” tactics.

What hasn’t changed is that creativity always wins. In a survey of more than 1,500 chief executive officers from 60 countries and 33 industries, IBM found that creativity was ranked as the number one factor for future businesses success. Why?

Creativity helps teams adapt to ambiguity and change—something we have seen a lot of in this year (and we have no way of knowing when it will end). Yes, creativity is about originality in your ideation. But it’s also about problem-solving; designing and building new systems; divergent thinking and even, sometimes, breaking systems. Personalization may grab someone’s attention, but creativity will win their heart.

But why now? Many of your competitors will likely take a “wait and see” approach in difficult times. That helps you have an opportunity to stand-out from the crowd, fill the vacuum, and experiment with new ways of reaching prospects and customers.

There is also the risk that your competitors see this opportunity, and if they’re the ones engaging with your prospects and customers through this uncertain period, your competitors will be in a stronger position when the buyers are ready to buy. Now is the time to strike.

So, how do we actually think outside the box?

That’s the question we set out to answer. First, we looked into the processes our internal teams use to stay creative. You’ll find our “Out-of-The-Box Thinking” chart we crafted based on that at the end of this guide.

More importantly, we turned to our colleagues at companies we admire. We were curious how they’re getting creative with the tools and tactics available to them in order to craft a cohesive online and offline journey that keeps audiences engaged.

And we weren’t disappointed. In this guide, we offer ten examples of successful multi-touch campaigns from companies that got creative with their tech stack, messaging, channels, and more. We hope you find these stories insightful and actionable.

Remember, the best companies leave nothing to chance. Good luck and happy sending!

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Increase Responses Across the Entire Customer Lifecycle

Bombora + Sendoso

Learn how Bombora uses Intent data throughout the entire customer journey for the best ABX results.

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Incentivize Account Engagement and Content Downloads

Zoom + Sendoso + Positivity!

See how Ambition used short targeted videos to secure more meetings, social engagement, and 2000+ content downloads.

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Drive Virtual Event Attendance and ROI

ON24 + Sendoso

Read here for how ON24 used Sendoso to get 41% of their virtual event attendees to schedule a demo.

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Increase Responses Across the Entire Customer Lifecycle

Sendoso + Zoom

See how we helped MarketStar secure an 88% attendance rate for their virtual customer event, and book more meetings as a result.

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Generate Marketing-Sourced Revenue with Target Accounts

6sense + Sendoso

As a result of using 6sense and Sendoso, Tipalti has closed nearly $2M in marketing-sourced opportunities. Here’s how.

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Drive New Logo Pipeline and ROI with Target Accounts

Outreach + Sendoso

Find out which clever direct mail play drove new-logo pipeline and generated 27X ROI for Outreach.

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Opening Sales Opportunities with a BANG! (Literally)

Sendoso + Outreach + Gong.io

Learn from Gong how to impress sales leaders, get creative, be empathetic, and create LOTS of pipeline.

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Increase Opportunity Win Rates with Target Accounts

TechValidate by SurveyMonkey + Salesforce + Sendoso + Outreach

Here’s how SurveyMonkey and TechValidate amplified customer voices and achieved a 3X increase in opportunities-generated-to-won ratio.

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Bring Dark Sales Opportunities Back to Life

Marketo + Sendoso + RollWorks

Get the secret play that costs next-to-nothing, takes only a few hours, and drives 10% more monthly opportunities.

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Intelligently Engage and Delight Top Customers

ChurnZero + Sendoso

Provide a human element to your marketing efforts (and increase social engagement) with this fun, engaging play from ChurnZero.

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On Inspiring “Out of the Box” Thinking

Check out this cheat sheet for igniting creativity for marketing, sales, CX, and other teams within your company.

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