CASE STUDY

The B2B Marketer’s Guide to Account-Based Marketing

CASE STUDY

Challenge

Account-based marketing (ABM) is an increasingly popular strategy in the business-to-business (B2B) marketing space. ABM calls for a detailed approach to marketing, in which B2B marketers lead highly personalized campaigns focused on building valuable long-term relationships with specific accounts.

Because of this approach, ABM requires more personalized engagement than traditional broad-based marketing. As a B2B-centric marketing automation platform that powers personalized customer engagement, Pardot is an ideal solution for B2B marketers looking to get started with ABM.

To help B2B marketers learn about everything they can accomplish through ABM, TrendyMinds worked with Pardot (part of the Salesforce family) to create an interactive landing page full of information about every stage of the ABM journey: The B2B Marketer’s Guide to Account-Based Marketing.

Solution

From learning how to identify the best prospective accounts for an ABM campaign to executing a full-fledged ABM initiative, The B2B Marketer’s Guide to Account-Based Marketing is a comprehensive, easily navigable, and fully interactive overview of this key B2B marketing strategy.

Informed by detailed research on ABM best practices and data showing how B2B marketers are using ABM, our content team worked with Pardot to develop six chapters of tips for getting started with this personalized B2B marketing strategy. The final guide includes a definitive answer to the question “What is account-based marketing?,” specific steps for using data and analytics to target lucrative accounts, suggestions for aligning internal sales and marketing teams around ABM, and much more.

Once the page was written, our web design and development team worked closely with Pardot and our content team to create a seamless, interactive digital experience built around the content, making it especially engaging and easy to read through.

SFC ABM Pardot Landing Page 200x200 02

It was essential for The B2B Marketer’s Guide to Account-Based Marketing landing page to be fully responsive, so users could quickly and easily access all of the information regardless of their device type or screen size. To display data points in a visually rich format, our web design and development team used a custom charting library to easily display and animate charts as a user scrolls through the page.

We used SVGs to handle iconography, ensuring that each icon was crisp and displayed in full quality, no matter the size of the user’s device. On larger screen sizes, the table of contents navigation follows the page as the user scrolls, making it easy to navigate to the various sections of the page.

Our web design and development team also needed to make sure handing off the finished page to the client was as simple and smooth as possible. The code had to be easy to change and understand for implementation. As a result, we followed as many HTML, CSS, and JavaScript conventions as possible so that the The B2B Marketer’s Guide to Account-Based Marketing landing page — and the code itself — is adaptive and flexible.

Results

The B2B Marketer’s Guide to Account-Based Marketing became a key pillar of Pardot’s content marketing strategy. Supporting Pardot’s main, publicly-accessible ABM webpage, this page is gated behind a form requesting the visitor’s name, workplace, email address, and phone number.

When the visitor submits the form, they become registered in Pardot’s database as a new lead, and a Pardot sales representative reaches out to see how they can help the user learn more about ABM and other B2B marketing topics.

Ultimately, The B2B Marketer’s Guide to Account-Based Marketing is actively helping support Pardot’s lead generation efforts while giving B2B marketers access to a highly informative and actionable resource on one of today’s most compelling B2B marketing strategies.

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