ABM is targeted at accounts as opposed to traditional inbound marketing, which is targeted at leads (or people within these companies).
One-to-many marketing approach doesn’t allow for personalization that enterprise accounts expect. So we created a campaign around methodically identified enterprise accounts to test and validate hypothesis that hyper-targeted, multi-channel integrated ABM campaign will effectively convert previous naysayers to trial-starters.
There were two package types: 1) Influencers, who received a VR headset, and 2) the decision makers, who received a mini-projector. In every package also included a link to a custom 360º VR video, a voucher, popcorn, and m&ms to enjoy the show!