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1:1 ABX bringing account needs to life
GBG x Airbnb
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Client
GBG
Services
ABX
The Challenge
GBG needed to get their "foot in the door" with Airbnb, one of their Top 20 target accounts.
They had tried various sales outreach strategies over several years, but they struggled to know whom to target and what message to use to reach them. Their quarterly marketing campaigns didn't seem to be the right fit for Airbnb, so we knew we needed to take a more custom approach.
We ran a 1:1 account-based experience campaign (ABX) using email, organic social messaging, and persona-specific advertising.
We ran a 1:1 account-based experience campaign (ABX) using email, organic social messaging, and persona-specific advertising.
Generating new business pipeline from a strategic Top 20 account, totalling $1.49 million in TCV.
Our Solution
When building the account profile, we used deep research to identify:
01.
Strategic initiatives at Airbnb to get more hosts verified through onboarding
02.
Known target contacts, their location, and interests
03.
Competitor and tangential technology used
04.
Intent keywords that Airbnb was surging on
The outcome
0
new opportunities with the account across 2 different product lines
$0K
total ACV across 2 opportunities
$0M
total TCV across 2 opportunities