7 Accounts Based Marketing Examples to Inspire Your ABM Campaign

By leveraging social media platforms like Instagram and Twitter, Microsoft emotionally connected with its target audience in a way that felt authentic and approachable. Microsoft partnered with NBA star Donovan Mitchell to educate young people about technology. You can follow in their footsteps and create an interactive experience that takes your business to the next level? But that's not all – the message was accompanied by a personalized URL that led to a hilarious collection of GIFs, guaranteed to make even the most serious business person crack a smile.

For example, maybe a specific team member reaches out because they went to the same college or share the most professional connections with the contact. Give this meaning by designing a campaign cadence that maps each communication/outreach with the appropriate channel and message or content. Specify the tactics that both marketing and sales will use to engage contacts within accounts and drive interest and action. If your messages and content are on point, buying committee members might share it with their colleagues. It starts by aligning your messages and content with the interests, needs, and challenges of each account and key stakeholder.

If there’s one thing I’ve mentioned many times in this post, it’s that your sales and marketing teams need to align to make your ABM strategy sing. I can easily set up workflows to help me identify high-value accounts, making it much easier to create my list of priority targets. If you’re already using HubSpot for your CRM, trying out HubSpot’s ABM software only makes sense.

This level of personalization requires a deep understanding of the account's unique situation and a commitment to creating bespoke experiences that address their pain points. Tailored marketing messages and content for each target account's specific needs, challenges, and preferences create campaigns that resonate. Account-based marketing offers a wealth of benefits that can transform your business's approach to sales and marketing.

Account-Based Marketing (ABM) is a high-return B2B strategy designed to drive targeted engagement, align sales and marketing teams, and secure high-value deals. Account-Based Marketing (ABM) has proven itself as a high return strategy for B2B organizations aiming to drive targeted engagement, align sales and marketing teams, and secure high-value deals. Measure success using metrics like deal size, engagement rate, pipeline growth, and revenue from target accounts rather than broad lead-generation KPIs.

LinkedIn is the primary channel for B2B ABM due to its company and job title targeting capabilities. Companies with larger deal sizes and longer sales cycles typically run more focused programs account based marketing examples with fewer accounts. Combine this with LinkedIn company list targeting (Example 5) to ensure your ads reach the right accounts without requiring a large budget or team. For small teams, tiered account targeting (Example 1) delivers the highest ROI with limited resources. See how MetadataONE AI agents run account-based campaigns across LinkedIn, Facebook, and Google, targeting your best-fit accounts automatically. But the execution layer, multi-channel orchestration, bid optimization, creative rotation, sequential retargeting, is better handled by AI agents that operate continuously and optimize in real time.

Example 4: Executive Gifting Campaign to Unlock Stalled Deals

ABM demands close collaboration between marketing and sales teams. Account-based marketing (ABM) is a B2B marketing strategy that identifies and targets high-value accounts rather than attracting as many leads as possible. With an objective method of prioritising the account list, there was alignment between the marketing and sales teams from the get-go.

• When messaging is highly relevant to a company’s needs, prospects move through the buying process faster.
• But if you’ve ever picked up a product because the packaging had the word “natural” on it or looked recycled, you may have been a victim of greenwashing.
• As you gain more data, continue to refine your social media marketing approach.
• The series focused primarily on cost as the pain point, where the CTA was to input more information in exchange for an ROI calculator.

For example,Livestorm uses paid ABM tactics like LinkedIn ads to drive enterprise leads to a dedicated landing page. Webinars are a popular demand generation tactic that marketing teams often use to engage prospects at scale. ABM campaigns use a range of tactics to connect with target accounts. However, programmatic ABM generally targets much larger segments. Known as a one-to-few approach, ABM lite targets a small group of accounts. Strategic ABM uses a one-to-one approach that targets a certain company.

Marketing and Sales Team Collaboration by Salsify

If multiple employees like what you have to say, your chances of closing increase dramatically. When going after big accounts, there are multiple people at the company you need on board, so why not market to all parties? They got the attention of prospects, nurtured them, and then helped them to the finish line through creative and personalised ABM plays. To help this phase, Rollworks ran “air cover” ads to warm up the prospect along with personalized retargeting ads to remind those who clicked to take their next step. It resulted in a 3x increase in appointment rate and a 15% increase in close rate. Once prospects took a meeting with sales, they received the code to unlock the bottle.

Ami Colé founder Jara J has described using social platforms and online communities as a low-cost way to understand customers and build trust before products were even available. Describe your audience with as much detail as possible to help you understand which platforms they frequent, what types of content they engage with, and when they’re typically online. Before you get started, developing a social media marketing strategy will help you focus your efforts. Learning how to market your business on social media comes down to choosing the right platforms, creating content your audience actually wants, and measuring what moves people to buy. They need to be able to execute without getting lost in a sea of complicated tools, so that’s what we strive to offer with every one of our products. We’ve got over 150 integrations so you can make your automations even more powerful by connecting over tools from your everyday workflows.

With ABM, marketing and sales teams work together to create personalized messages and content for each account, tailoring their approach to each account's specific needs and pain points. A powerful evolution in account based marketing examples is the shift from static account lists to dynamic, intent-based targeting. The regulator also flagged Shein’s greenhouse gas reduction targets (25 % by 2030, net zero by 2050) as generic and contradicted by actual emission increases in 2023 and 2024. Hosting events allows marketing and sales teams to develop tailored guest lists and create opportunities to interact with decision makers.

Start with a social media marketing strategy

Deliver the right personalized message at the right time, every time. If you’re spending more than you’re making, you need to figure out why and resolve it. If you’re in a call-led industry, this is the ultimate factor in determining whether your account-based marketing strategy is working. This enables you to A/B test and optimize campaigns so you’re constantly improving upon your content. Otherwise, you can’t understand your ROI or even determine if your strategy is working. It increased its ROI 60 times when it started gifting coffee and lunch vouchers as incentives to book meetings with the Salesloft team.

ClickUp for Marketing Teams provides a centralized space for sales and marketing to collaborate seamlessly. Set up a unified workspace that brings your sales and marketing teams together on ClickUp and eliminates data silos This way, they can deliver a unified message, streamline outreach, and maximize engagement with high-value accounts.

The series focused primarily on cost as the pain point, where the CTA was to input more information in exchange for an ROI calculator. We set up a lead nurturing workflow in Pardot targeted at these prospects. We leveraged third party tools to obtain a database of prospects with the decision maker’s job title in the region they serviced. We interviewed our client’s clients to get a crystal clear understanding of their ideal customer profile, and created buyer personas to guide our account selection.

It increased website visits from target accounts by 79% and boosted the number of high-value accounts actively engaging with it by 220%. PitchBook, a research firm for the financial data and research industry, wanted to increase website visits with select accounts. Onfido used Userled for its account-based marketing strategy, which resulted in a 120% increase in booked demos, along with increased sales development representative (SDR) efficiency. Its technology is applied differently across industries, so a message that appealed to one decision-maker would not appeal to others. Salsify, which helps retailers both win on the digital shelf and create the best product experiences for their clients, hosted an event with speakers from Google and Johnson & Johnson. You can tailor the message and the design elements and include targeted calls to action.