How Community Drives ABM Networking Success

Community is transforming Account-Based Marketing (ABM). By connecting professionals, sharing expertise, and fostering collaboration, ABM communities are reshaping how marketers build relationships and improve outcomes. Here's why it works:

• Knowledge Sharing: Professionals exchange insights on trends, strategies, and tools, keeping each other up-to-date.
• Stronger Relationships: Communities create trust and long-term connections that go beyond transactions.
• Proven Results: 84% of marketers see performance improvements through community participation, with some reporting over 200% revenue growth.
• Personalisation in Action: Success stories, like Snowflake's 75% increase in booked meetings, show the power of tailored, community-driven approaches.

Platforms like ABM Answered amplify these benefits by combining tools, collaboration spaces, and networking opportunities. The message is clear: active engagement in ABM communities leads to measurable success.

Nick Bennett, Podcast Host and Brand Builder | His Breakthrough Story

How Community Builds Better ABM Networking

Engaging with a community transforms ABM networking into a more dynamic and effective process. By fostering collaboration and trust through shared experiences, these spaces provide the perfect environment for building meaningful professional connections. The key to successful ABM networking lies in understanding how these communities function and using them thoughtfully.

What Community Means in ABM

ABM communities come in many forms, each tailored to different networking needs. Online forums and discussion boards allow professionals to connect and exchange ideas across time zones. Platforms like Innovative Interfaces Inc.'s Idea Exchange and Anthology's similar tool go a step further by gathering feedback, encouraging idea-sharing, and even integrating the best suggestions into their product development processes. These platforms don’t just spark conversations - they create opportunities for real-world collaboration and networking.

How Community Engagement Creates Networking Success

When professionals actively engage in these communities, the benefits go far beyond surface-level interactions. Participation builds trust, encourages knowledge-sharing, and forms relationships that last well beyond a single project or transaction.

Trust, a cornerstone of effective networking, grows when individuals contribute valuable insights without expecting something in return. Corrina Owens, Senior ABM Manager at Gong, highlights the importance of this approach:

"There's other communities that I make sure I'm a part of so that I can hear their real voice, hear what really matters most to them and just make sure I'm actively listening, but also actively responding when I can in a meaningful way."

This mindset of giving rather than taking is essential for long-term success. Instead of chasing immediate results, successful participants focus on creating value and educating others. Owens adds:

"Only 5% of your buyers are ever really in market at any given time. Focus on that other 95%. And you do that by constantly showing up and being active in places where your buyers are."

Communities also serve as hubs for knowledge exchange. Through forums, collaborative tools, and live interactions, members share experiences, tackle challenges together, and solve complex account-related issues. This collective problem-solving strengthens professional bonds and builds trust.

On a larger scale, ABM communities promote thought leadership and loyalty. When professionals consistently share advice and expertise, they establish themselves as reliable and knowledgeable resources within their networks. Internally, these communities also play a pivotal role in fostering collaboration between sales and marketing teams. By encouraging open communication and shared insights, they create a more unified and effective approach to account management.

The impact of community-driven ABM strategies is clear. B2B companies that integrate strong community engagement into their ABM efforts report revenue increases of more than 200% compared to those that don’t use these networks. This striking figure demonstrates how active participation in such spaces directly influences business growth.

To truly benefit from community engagement, professionals need to go beyond surface-level involvement. Authentic participation - sharing expertise, contributing to meaningful discussions, and supporting peers - is what transforms these spaces into powerful networking opportunities.

Best Practices for ABM Community Engagement

Engaging in Account-Based Marketing (ABM) communities takes more than occasional participation - it’s about creating meaningful connections and delivering value. When done right, ABM community involvement becomes a cornerstone for networking and business growth.

Participating in Online ABM Communities

Choosing the right online platforms is just the start; the real impact comes from . This means contributing thoughtful insights, sharing expertise, asking relevant questions, and offering support to peers navigating similar challenges.

At the heart of this engagement is knowledge sharing. When professionals openly share their experiences, they create a ripple effect that benefits everyone. This approach not only strengthens collaboration but also helps bridge information gaps. For instance, 80% of employees believe they should be better informed about company decisions, and active participation in communities can help close this gap.

Organised knowledge-sharing initiatives can amplify these benefits. Take Ortis Laboratories, for example. Their sales teams share photos of product displays on a central platform, spreading best practices across the organisation. Similarly, Bouygues Construction uses a system within their HR department to share expertise and foster peer recognition.

And the financial stakes are high - Fortune 500 companies lose at least $31.5 billion annually (around £24.8 billion) due to poor knowledge sharing. Beyond sharing insights, collaborating to develop tools can further strengthen professional networks.

Building Tools Together and Sharing Knowledge

Collaborating on tool development within ABM communities is a powerful way to build trust and solidify professional relationships. Working together to create solutions not only produces efficient tools but also fosters deeper connections within the network.

This collaborative approach speeds up decision-making, reduces costs, and ensures transparency in aligning goals. The trust built through such efforts often extends beyond individual projects, forming the foundation for long-term professional relationships.

For these collaborations to thrive, the right organisational culture is key. Encouraging and rewarding knowledge-sharing behaviours can transform teams into learning-driven organisations. This creates a positive cycle: collaboration leads to better results, which in turn inspires further collaboration.

Real Examples of Successful Community Engagement

Real-world examples highlight how strategic engagement and collaboration can lead to measurable business outcomes.

GumGum’s partnership with T‑Mobile is a standout case. They created a custom comic book, , tailored for T‑Mobile executives, including then‑CEO John Legere, a known Batman fan. The personalised gesture caught Legere’s attention, leading to a meeting after he shared the comic on Twitter.

Another success story comes from Thomson Reuters, which hosted 700 events to build trust with stakeholders and buyers from high-value accounts. By providing opportunities to explore their offerings and network with industry professionals, they achieved an impressive 95% win rate.

Personalisation is a recurring theme in these successes. As Dan Sanchez from Sweet Fish notes:

"The more sophistication and customization you bring to every single piece, the more it’s going to resonate."

This philosophy guided Segment’s collaboration with Mutiny, where they crafted personalised outbound campaigns. By creating dynamic landing pages tailored to each visitor’s organisation, they boosted conversion rates and initiated more conversations with both new and existing customers.

Nick Bennett from Alyce echoes this sentiment:

"More personal engagement drives better results."

Snowflake took personalisation to another level, scaling their one-to-one efforts to over 2,000 top accounts. Their approach increased booked meetings by 75% and tripled meeting rates for hyper-aligned accounts. Hillary Carpio, Director of ABM at Snowflake, highlighted the importance of collaboration:

"We needed to make sure that when you see an ABM campaign, it’s reflective of not only sales input, but also product marketing, partner marketing, field marketing, and our SDRs. We needed a way to co-create one cohesive message for our key accounts."

The financial impact of these efforts is undeniable. BillingTree generated $350K in opportunities (approximately £280,000) from just 100 accounts, achieving a 60% response rate, 15% conversion rate, and a 700% ROI. Similarly, Mindtickle produced $1M in pipeline revenue (around £800,000) in under two months by focusing on one-to-one personalisation, achieving six times the usual conversion rates and 15 times the engagement rates.

These examples demonstrate that effective community engagement combines personalisation, consistent participation, and collaborative efforts. When done right, it builds trust, fosters relationships, and drives business success.

Measurable Benefits of Community Participation

Expanding on the earlier discussion about community dynamics in ABM, let’s look at how active participation in these communities translates into measurable outcomes. Data highlights that professionals who actively engage in community activities often see improvements in campaign performance, stronger team collaboration, and better overall business results.

Enhanced Campaign Engagement and Personalisation

Being part of a community directly impacts the effectiveness of campaigns. Shared knowledge and collective insights help refine targeting and personalisation efforts. This enables teams to move efficiently from planning to execution without compromising quality. Organisations that actively participate in structured community activities gain access to diverse expertise, which leads to sharper messaging and more effective strategies.

Strengthened Sales and Marketing Collaboration

Community involvement also plays a key role in bridging the gap between sales and marketing teams. When both teams engage in the same professional communities, they develop a shared understanding of ABM strategies. This shared space breaks down silos, fosters a common language, and aligns efforts across account strategies. The result? Unified outreach, smoother planning, and an overall boost in business performance.

Comparing Community Engagement Methods

Different approaches to community engagement offer unique advantages and challenges. Understanding these can help ABM professionals choose the most suitable methods for their goals. The benefits of engagement are undeniable, reinforcing the importance of community participation in ABM success.

Engagement Method	Advantages	Limitations
In-Person Events	Face-to-face networking; hands-on learning; immersive brand experiences	High travel and accommodation costs; limited geographical reach; logistical complexities
Virtual Communities	Accessible globally; lower costs; flexible scheduling	Reduced networking depth; potential technical issues; engagement levels may vary
Hybrid Approaches	Combines in-person depth with virtual flexibility; broader reach	Requires careful planning; demands robust tech infrastructure; can be resource-intensive

In-person events foster deeper, more meaningful interactions, thanks to the immediacy of face-to-face communication. On the other hand, virtual communities excel at reaching a wider, geographically dispersed audience while keeping costs low.

A real-world example comes from Missoula, Montana, where planners had to move a community design workshop online due to the COVID-19 pandemic and tight deadlines for road-building projects. Using tools like a web-design platform, virtual calendar, and presentation software, they created informational videos that increased participation and drew a more diverse audience than previous in-person workshops.

While virtual engagement may lack the depth of in-person interactions, it offers a unique ability to build awareness and reach broader audiences. In contrast, in-person events deliver a more immediate and tangible impact, making them particularly effective for relationship building and tackling complex projects.

Many ABM professionals find success by blending these methods. Virtual communities are ideal for ongoing knowledge sharing and maintaining relationships, while in-person events are better suited for deeper discussions and forging strategic partnerships. This hybrid approach combines the strengths of both, creating a well-rounded engagement strategy that drives measurable results.

How ABM Answered Supports Community-Driven Networking

Studies show that engaging with a community plays a big role in the success of account-based marketing (ABM). Platforms that encourage genuine connections are essential. ABM Answered functions as a collaborative hub, designed to deliver clear and actionable networking results. Its structure is built around fostering collaboration, which is reflected in its standout features.

Key Features of ABM Answered

ABM Answered centres on three main elements that prioritise community-driven networking. First, it offers a library of over 1,000 short-form video solutions. These videos tackle specific challenges in ABM and demand generation, featuring insights from seasoned practitioners who share their practical experiences.

Second, the platform provides unique ABM tools tailored to community needs. These include personalised video games designed to boost engagement, conversion-focused battlecards, and Reddit-based research tools. Such tools reflect the community's input, ensuring they address real-world challenges.

Third, ABM Answered runs an ABM incubator. This space allows members to pitch new ideas, refine existing workflows, and collaboratively develop and market tools.

"The benefit of ABM Answered is we already have an ABM launch pad to market but the chances of success are much better to do it together. This is the Community Economy, We build together, go-to-market together, and create value together."

Additionally, the platform connects members with other account-based marketers, fostering a sense of belonging while driving measurable networking outcomes.

ABM Answered's Impact on Networking Success

The platform’s community-driven model delivers tangible networking results. This aligns with earlier findings about the importance of community in ABM success. Matt Conway, ABX Lead at TXOne Networks, shared his experience as an example. Within just a week of participating in an interview, he was contacted by two marketers on LinkedIn and introduced to two more professionals through the network.

"Within 1 week of interviewing, I had 2x marketers reach out to me on LinkedIn and Sam intro'd me to 2x others. It's been a great experience!"

This highlights how active involvement in the ABM Answered community leads to immediate networking opportunities, extending beyond the platform itself. The Community Economy model ensures that only dedicated professionals gain access, rewarding genuine participation. On top of that, the platform’s niche tools naturally spark conversations and encourage collaboration.

The results speak for themselves. Companies leveraging ABM strategies within strong community networks have reported remarkable outcomes, such as a 171% increase in average annual contract value and a 208% boost in revenue. These figures emphasise the importance of community in laying the groundwork for successful ABM efforts.

Conclusion: Why Community Matters for ABM Networking

The evidence is undeniable: community-focused efforts are reshaping the success of ABM networking. When account-based marketers tap into collaborative platforms and peer networks, they unlock resources that lead to measurable improvements.

Research highlights the impact of this approach. For instance, 65% of B2B marketers acknowledge that data silos hinder their campaign clarity and effectiveness. By fostering environments where insights are shared, peer-to-peer learning thrives, and tools are developed collectively, these communities help break down barriers that often stifle progress. This spirit of collaboration creates opportunities for growth that might otherwise remain out of reach.

For ABM professionals aiming to elevate their networking game, the path is clear: get involved in community platforms. Whether it's by sharing knowledge, co-creating tools, or actively participating in discussions, engaging with a community lays a strong foundation for long-term success.

ABM Answered is a prime example of this approach in action. By blending practical tools with opportunities for genuine collaboration, it embodies the future of ABM networking. Its focus on building together, going to market as a team, and creating shared value underscores the central role community plays in professional growth.

The choice is straightforward: stay isolated or embrace the power of community-driven ABM networking. The evidence points to one conclusion - success in ABM thrives on meaningful connections.

FAQs

How do ABM communities help strengthen collaboration between marketing and sales?

ABM communities serve as a bridge between marketing and sales, promoting stronger collaboration through the exchange of insights, best practices, and feedback. This shared pool of knowledge allows teams to align their strategies and fine-tune their outreach efforts to connect with their target audience more effectively.

These communities also provide a platform for networking and building trust, which helps improve coordination and fosters smoother communication among stakeholders. By promoting ongoing learning and peer-to-peer support, ABM communities enable organisations to create more unified and impactful campaigns, leading to higher conversion rates and measurable success.

What are the best ways to engage with ABM communities to build strong networks and drive business growth?

Engaging successfully in ABM communities calls for a deliberate and hands-on approach. Start by getting involved in discussions and peer-to-peer programmes, which can help you establish trust and encourage collaboration across different teams. At the same time, make it a priority to strengthen internal relationships within your organisation to ensure everyone is aligned and working towards the same goals.

To build meaningful connections, focus on personalised interactions and tailored content. Adjusting your approach to suit the preferences and needs of your audience can significantly improve the impact of your networking efforts. Additionally, being mindful of local customs and social norms can go a long way in building trust and loyalty, setting the stage for lasting success.

Investing in community-building efforts not only helps you achieve immediate business objectives but also lays the groundwork for sustainable growth in the future.

How does personalisation in ABM communities drive better engagement and revenue growth?

The Role of Personalisation in ABM Communities

Personalisation plays a key role in building stronger connections within Account-Based Marketing (ABM) communities. By crafting experiences that are tailored to the specific needs and preferences of target accounts, businesses can create a more meaningful and engaging dialogue with their audience.

Using data-driven insights, marketers can deliver content and interactions that feel highly relevant. This not only grabs attention but also encourages deeper engagement, paving the way for stronger, more lasting relationships.

What’s more, personalisation doesn’t just improve engagement - it also drives results. By focusing resources on strategies that resonate most with key accounts, businesses can see better conversion rates and a higher return on investment. Over time, this approach leads to tangible benefits, from increased revenue to building effective, long-term partnerships.

Related posts

• ABM vs Traditional Marketing: ROI Comparison Guide
• Ultimate Guide to ABM Personalisation Strategies
• Why ABM Needs Peer Networks
• ABM Benefits for Small Teams