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In any B2B deal involving a significant purchase, your marketing and sales teams will need to help drive consensus among the key stakeholders. Rather than deliver leads that languish, marketing works in tandem with sales on a defined list that both teams agree makes the most promising targets. In ABM, marketing and sales teams work closely together to identify, target, engage, and convert specific high-value accounts. Using a mix of channels allows you to connect with the right people at the right time. They also used LinkedIn’s feature InMails to send targeted messages after understanding the needs of the customer based on their profiles. This ensures that sales and marketing efforts focus on prospects with the highest conversion potential.

You’re reaching too many people who aren’t the right fit. Your sales team is chasing leads, but conversions aren’t happening. LinkedIn can be a beneficial platform for targeting accounts, especially for B2B companies. In fact, 81% of marketers who used ABM in 2024 reported an increased ROI compared to other forms of marketing. This initial test leveraged advertising and personalized content for the initial group of accounts and resulted in $10 million generated in the pipeline.

A webinar RSVP or whitepaper download should trigger a tailored outreach sequence. After each marketing touch, coordinate fast sales follow‑up. Salesforce, known for CRM and cloud software, ran a healthcare‑focused motion powered by intent data. By pairing handcrafted content with data‑backed personalization, Snowflake’s ABM program drove standout engagement and pipeline.

Team up marketing and sales

One of the most scalable account based marketing examples is using programmatic advertising to surround your target accounts with a consistent, tailored message. A typical flow started with an SDR’s LinkedIn message, followed by a personalized email, then a tailored mailer, then a VIP event invite. When done right, ABM allows marketing and sales teams to reduce the time and energy they spend bringing low value leads.

323% Increase in SQLs Thanks to Well-Designed ABM Funnel

Because sales and marketing are aligned on these target accounts, all the right stakeholders are engaged at the right time across various channels. It’s a good tactic for scaling at SaaS companies, and when we launched our own ABM campaigns we saw $300K in pipeline generated in just 8 weeks. ABM as a marketing approach is individualised, bespoke and tailored. Account based marketing (ABM) is a B2B strategy where marketing and sales work together to target accounts that showcase significant revenue opportunities. And now that you're here, you want to understand how to spend the budget wisely. So, you're CMO has just asked you to start looking into if account based marketing is right for you.

How to Align Sales and Marketing Around an ABM Strategy

These rulings also stand out because they weren’t followed-up after a complaint from another organization, which is typically how it rolls. The ads were banned because, taken in context as products for the home, they led people to believe that the capsules could be composted at home. In an effort to connect the brand with these contradictory causes. When greenwashing, companies project an eco-friendly image which is untrue. And before getting started, here’s a graphic that explains ways to spot greenwashing beyond the boundaries of the cases shown here.

This provides a highly targeted message to decision-makers searching Google for a product or service like yours. Instead, personalize your message or LinkedIn Ad and demonstrate how you can solve a business problem for them. It provides a direct connection to the professionals you want to target, allowing you to reach out directly. For example, Userled lets you share your custom landing pages via email (and any other channel you’re targetting) and incorporates a personalized landing page thumbnail to help incentivize clicks. It’s also helpful for tracking click-through rates to these landing pages and ensuring sales teams are informed

• The campaign reversed the traditional outreach model, requiring prospects to contact BillingTree instead of the other way around.
• The ads were banned because, taken in context as products for the home, they led people to believe that the capsules could be composted at home.
• ABM campaigns serve as strategic go-to-market approaches to create personalized coordination between marketing and sales.
• Before you get started, developing a social media marketing strategy will help you focus your efforts.
• Over six months, this approach generated 142 marketing-qualified leads from target accounts at a cost per MQL that was 38% lower than their non-ABM LinkedIn campaigns.

Understanding ABM

Start creating your own account based marketing success stories with the help of Cognism – the leader in international sales intelligence. “I also think ABM is going to be more focused towards cross-selling, upselling and other retention activity.” “I think more companies will start hiring ABM-specific people, especially if they’re moving into enterprise.” – Amber Bogie, Director of Global Demand Generation at Reachdesk

This requires a deep synthesis of data, creativity, and a profound understanding of your ideal customer's challenges and aspirations. You must move beyond generic messaging and treat your target accounts as a market of one. When a contact from a target account based marketing examples account shows intent on a third-party site, that signal can automatically trigger an ad campaign on LinkedIn, alert the account owner in Salesforce, and enroll the contact in a tailored email nurture sequence via HubSpot or Marketo.

This is especially true regarding targeting high-value accounts and strengthening relationships with existing customers. Aprimo, a well-known name in marketing, faced a major challenge after re-emerging in 2016 with zero brand awareness following five years under a different name. Their ABM strategy is built around account-based targeting to drive revenue growth. These tools provide access to high-intent buying groups within their target accounts, ensuring their marketing efforts directly impact the pipeline and ROI. Your listening history fuels hyper-personalized recommendations, making sure you’re always discovering songs that feel like they were picked just for you.

It includes selecting channels, tailoring content, and tracking KPIs like engagement and pipeline velocity. They provide input on messaging, content, and tactics that will resonate with the target accounts, based on their deep understanding of the accounts’ pain points and objectives. The alignment and synergy between marketing and sales are key to achieving the goals of ABM and driving revenue growth. Finally, they followed up with a private virtual roundtable invite. A B2B software company targeting enterprise clients ran a three-stage ABM campaign. These high-touch efforts show value, increase engagement, and build trust with specific companies and buying groups.