Email Signature ABM Examples for B2B Teams
Every employee email your company sends ends with a signature you control, which makes it usable inventory for account-based marketing. Below are 20 banner plays that run in that space, sorted by the goal they serve. Each one targets off CRM, marketing automation, or directory data, so the banner a target account sees can differ by industry, by lifecycle stage, or by where the deal actually sits.
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Target Specific Accounts or Contacts
Target your audience at scale using your CRM or marketing automation data to personalize email signature ad campaigns down to the account or contact level. Ensure each recipient sees the perfect banner for them.
Target by Industry or Vertical
Does your content resonate with certain industries or audiences? Create a list of target accounts and pair it with a banner that points them to the resource catered to their pains, needs and goals.
Target by Customer Segment
Target email signature ad banners to display content personalized to lifecycle stage, satisfaction scores, product or service needs and more. Leverage this space to display welcome banners, reviews or customer referral campaigns.
Target by Sales Stage
Tailor your email signature ad banner based on where a target account is in their buying journey. As your buyers are further down the funnel, show a targeted case study, a testimonial or a limited time offer.
Goal
Brand Awareness
Driving engagement with your target accounts ultimately leads to more pipeline and revenue, but it all starts with brand awareness. So why not use every email sent by your sales team (and all employees) to achieve a strong first impression? Not only that, email ad banners can also usher your top accounts to the next stage of the buyer’s journey. Use each email interaction to introduce your brand, product, or service. Promote educational content like an ebook or trends report to get the conversation started. Or promote your upcoming conference or virtual event so they can attend and interact with other customers or prospects.
Target event banners by location
Promote educational content
Target specific industries
Introduce products or services
Build Pipeline
When your best-fit accounts are familiar with your brand, use this valuable digital real estate to “wow” the buying committee with personalization and credibility. Employee email is the perfect channel to keep the momentum going as the deal progresses. Promote a recent company award or recognition, promote a webinar that focuses on a specific and relevant topic, or showcase your best customer stories.
Encourage demos
Promote upcoming webinars
Establish credibility
Highlight case studies
Accelerate Pipeline
Ready to close deals more efficiently while offering a personalized buying process? Employee email can help. Use email ad banners to influence deal velocity or get prospects un-stuck in the stickier parts of the buying journey. Guide them to your pricing page, help them build a business case for your product or service, or delight them with account-specific messaging.
Personalize through ABM
Deliver pricing
Help buyers build a business case
Target by sales stage (post-demo)
Customer Retention
Your customers are busy, so it’s important you use every interaction to get the right message in front of them. Since most of your communication will be through 1:1 email, use this channel to your advantage. Get ahead of renewal conversations with targeted, proactive messaging. Segment customers by product package, renewal date, or at-risk status. Share customer training opportunities, promote customer events, or encourage them to get involved with your user community. Strong customer retention provides more opportunities for expansion.
Customer training
Promote customer events
Target by stage (onboarding)
Build a community
Customer Expansion
With a tailored customer marketing strategy, you can promote resources and offerings that match up with your customer’s needs. Start by first identifying their goals, challenges, how they use your product or service, and if they’re happy or not. Use every email sent by your CS team to promote opportunities for feedback through reviews or surveys. Then keep using this channel to follow up with the right message. Ensure they’re aware of your full product lineup, target them with an expansion campaign, and drive upsell opportunities with happy customers.
Get more feedback
Introduce new products
Announce product releases
Encourage reviews
Brand Awareness
Driving engagement with your target accounts ultimately leads to more pipeline and revenue, but it all starts with brand awareness. So why not use every email sent by your sales team (and all employees) to achieve a strong first impression? Not only that, email ad banners can also usher your top accounts to the next stage of the buyer’s journey. Use each email interaction to introduce your brand, product, or service. Promote educational content like an ebook or trends report to get the conversation started. Or promote your upcoming conference or virtual event so they can attend and interact with other customers or prospects.
Target event banners by location
Promote educational content
Target specific industries
Introduce products or services
Build Pipeline
When your best-fit accounts are familiar with your brand, use this valuable digital real estate to “wow” the buying committee with personalization and credibility. Employee email is the perfect channel to keep the momentum going as the deal progresses. Promote a recent company award or recognition, promote a webinar that focuses on a specific and relevant topic, or showcase your best customer stories.
Encourage demos
Promote upcoming webinars
Establish credibility
Highlight case studies
Accelerate Pipeline
Ready to close deals more efficiently while offering a personalized buying process? Employee email can help. Use email ad banners to influence deal velocity or get prospects un-stuck in the stickier parts of the buying journey. Guide them to your pricing page, help them build a business case for your product or service, or delight them with account-specific messaging.
Personalize through ABM
Deliver pricing
Help buyers build a business case
Target by sales stage (post-demo)
Customer Retention
Your customers are busy, so it’s important you use every interaction to get the right message in front of them. Since most of your communication will be through 1:1 email, use this channel to your advantage. Get ahead of renewal conversations with targeted, proactive messaging. Segment customers by product package, renewal date, or at-risk status. Share customer training opportunities, promote customer events, or encourage them to get involved with your user community. Strong customer retention provides more opportunities for expansion.
Customer training
Promote customer events
Target by stage (onboarding)
Build a community
Customer Expansion
With a tailored customer marketing strategy, you can promote resources and offerings that match up with your customer’s needs. Start by first identifying their goals, challenges, how they use your product or service, and if they’re happy or not. Use every email sent by your CS team to promote opportunities for feedback through reviews or surveys. Then keep using this channel to follow up with the right message. Ensure they’re aware of your full product lineup, target them with an expansion campaign, and drive upsell opportunities with happy customers.
Get more feedback
Introduce new products
Announce product releases
Encourage reviews
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