Mickey Mouse-ing Your Way to B2B Account Based Marketing Success

As a B2B marketer, you may not think that there’s much you can learn from a company that primarily sells mouse ears and princess dresses. But the truth is, Disney’s approach to customer engagement and brand loyalty can teach us a lot about how to execute a successful account based marketing (ABM) strategy.

First of all, it’s worth noting that Disney has a highly segmented target audience. They have different products and experiences tailored to families, couples, adults, and children, just to name a few. This level of segmentation is crucial for ABM, as it allows you to target specific accounts with personalized messaging and offers.

Another important aspect of Disney’s approach is their focus on building emotional connections with their customers. From the moment you step into a Disney park, you’re transported into a magical world where anything is possible. The company has mastered the art of storytelling, and they use it to create an immersive experience that leaves a lasting impression on their guests.

The same principle applies to ABM. Instead of just pushing product features and benefits, you should aim to create a narrative that resonates with your target accounts. This will help you stand out from the competition and build stronger relationships with your customers.

Disney is also known for its exceptional customer service. They go above and beyond to ensure that their guests have a magical experience, and they make it easy for customers to provide feedback and share their experiences online.

In ABM, it’s essential to provide the same level of service to your target accounts. This means being responsive, addressing any issues that arise, and providing valuable resources that help them solve their problems.

In conclusion, Disney may not be a B2B company, but they have a lot to teach us about how to execute a successful ABM strategy. By segmenting your target audience, building emotional connections, and providing exceptional customer service, you can create a Disney-worthy experience for your target accounts and drive real business results.