Account-Based Marketing Campaigns: Tactics & Examples

DocuSign enhanced their ABM strategy by implementing dynamic content targeting 450 enterprise accounts. GumGum’s approach highlights how understanding key decision-makers and crafting personalized content can create meaningful business relationships. GumGum showcased hyper-personalization with an ingenious ABM campaign targeting T-Mobile’s CEO, John Legere. Using the Lattice Predictive Insights Platform, they identified their highest-potential enterprise prospects and executed a sophisticated five-touch strategy. Whether you’re new to ABM or looking to refine your efforts, these real-world examples provide valuable insights for crafting your own targeted campaigns. This article explores effective ABM examples from leading organizations that have engaged high-value prospects and achieved significant business outcomes.

• Their direct mail strategy targeting stalled prospects achieved a 41% closing rate, demonstrating the impact of combining offline and online channels in ABM.
• Then, like a well-oiled machine, the sales team swooped in and followed up.
• Create and deliver messages that speak directly to their needs, pain points, and business goals.
• LiveRamp decided to up their game with a laser-focused account-based marketing (ABM) strategy.
• Webinars are a popular demand generation tactic that marketing teams often use to engage prospects at scale.

Great results come from deep personalization, precise account selection, and tight sales and marketing alignment. This worked because no account was treated account based marketing examples like a generic lead. Engagement rose by 60 percent, page views tripled, and pipeline grew by 22 percent among targeted accounts. Visitors from target industries landed on tailored pages with relevant case studies, testimonials, and resources.

Intent-data-triggered sequences are best for competitive displacement — reaching prospects when they're actively researching alternatives. Account-based marketing (ABM) is a B2B strategy where sales and marketing coordinate to target specific high-value companies rather than broad audiences. Match your channel mix to the persona you're targeting, not to what's easiest for your team to execute. The most common ABM mistake is trying to "personalize" outreach to hundreds of accounts simultaneously — the personalization becomes superficial and the results look like generic outbound. The video personalization was what separated this from a generic re-engagement drip. These prospects showed buying signals at some point — they just went quiet.

Keeps marketing and sales aligned.

A channel trailer helps new visitors quickly understand what your brand offers and why it matters. Many buyers want to develop genuine connections with the brands they support, especially on social media. If you’re figuring out how to market your business on social media, profile optimization is one of the fastest wins because it improves every visit from every platform. If you’re looking to reach a younger audience, Snapchat can still be relevant. According to the Digital 2025 Global Overview Report, users spend an average of 27 hours 10 minutes per month using the Android YouTube app worldwide.

With the dedicated involvement of marketing, sales teams can better personalize their outreach. ABM perfectly complements the account-based approach sales teams have embraced for years. A personalized approach is essential when aiming marketing and sales efforts at a few select, high-value accounts.

Customized Google Ads

However, getting your sales team to work with fewer leads can result in a boatload of anxiety. If your ABM dashboard starts and ends with MQLs, you’re missing the point. At Cognism, we’ve scaled ABM to deliver over $700K in pipeline this year without a six‑figure software bill. You might find Cognism’s account based marketing template helpful.

Build an ICP-first scoring framework

ABM campaigns serve as strategic go-to-market approaches to create personalized coordination between marketing and sales. It wanted US audiences to know that its premium products are still available wherever people do their regular grocery shopping. Fortunately, there’s no shortage of people looking to engage with cute cats and dogs on social media. Sustainably sourced pet food brand I and Love and You regularly works with micro-influencers to increase its reach and generate sales. You also need a way to naturally integrate your products, otherwise your message will fall flat.

It’s a reminder that greenwashing ‘advertising’ doesn’t just mean straightforward print, TV or billboard ads. In a way it’s a shame because there’s no need to take the extra steps and cross the line into greenwashing territory. But in a more educated – and more regulated – market they’re risking greenwashing bans by getting so loose. But it wasn’t until 2024, following the court ruling, that the pork producer conceded it had greenwashed. In Denmark’s first lawsuit tackling greenwashing, Europe’s largest pork producer, Danish Crown, was taken to court and found guilty. It can then taint the genuine action that you’re taking.

GumGum: Account-specific virtual events

Marketing warms up the account with tailored content and campaigns, while sales steps in with personalized outreach and relationship-building. Also, gather insights from previous interactions, social media activity, and competitor analysis to build a well-rounded strategy tailored to each account’s pain points and goals. Organize your sales pipeline and customer relationships with the ClickUp CRM Template. You can create Custom Fields and choose from 15+ ClickUp Views (including Lists, Boards, and more) to track ICP fit, deal stage, and engagement across marketing and sales. Building a successful account-based marketing strategy requires tight coordination between sales and marketing.

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Provide detailed, comparison-driven content that positions your offer as a strong contender while addressing their decision criteria. He starts searching for articles and resources to grasp his situation better – a quest for knowledge that marks the beginning of his buyer's journey. They’re not ready to buy yet — they’re just figuring out what’s wrong.

It's really important that your group understands the user persona and the goal driving their customer journey. Sometimes a team just needs to get started, and you can agree to revisit with more rigor in a few months' time. Your personas should be informed by customer interviews, as well as data wherever possible.

Salespeople might continue to contact the customer to see how well the product or service is working for them and to help them troubleshoot any struggles. Their searches reflect their final decision making, and often these last searches include keywords comparing one brand to another. Consumers had to wait for businesses to reach out to them in their buyer what is buying journey journey with information about the latest products. Before most people started using the Internet, customers interacted with brands largely on the company’s terms. You'll also be the first to hear about exclusive offers and relevant products designed to help maximise your development. On the other hand, can you actively seek out positive messages from key influencers and reward people for their brand loyalty?

She later transitioned to an in-house role at an SaaS startup, where she focused on scaling content operations and driving organic growth. Decision stage content should convince customers to get their chosen product or service from you (rather than a competitor). For example, Whirlpool has a dishwasher measurement guide that equips shoppers with all the information they need to find the right-sized model. Consideration stage content should help prospects weigh the solutions available to them. As a result, prospective customers are gently guided toward the next phase of the buying journey.

key stages of the buyer’s journey

Over the next few days, he does more research, looking at AudioCrab and other options on the market. After learning more about Rainstorm and its competitors, Z&D feels confident that Rainstorm has a solution to the firm’s problem. The accounting business now knows it needs online file storage and organization software. After deciding employees are wasting too much time on this process, Z&D starts researching on Google.

• Gary is aware of his data problem and heads right to Google looking for some resolution.
• By tailoring marketing and sales strategies, nurturing leads, building relationships, and measuring impact, businesses can enhance sales results using the buyer’s journey.
• The B2B buyer’s journey involves businesses purchasing a product or service for their organization.
• So he will explore all the available options to find out which one best suits him.

The two example tables earlier in this guide map this out in full for two different businesses. By tagging keywords to the awareness, consideration and decision stages, you can build content that both users and search engines respond to. Aira’s Dan Brooks wrote a guide to labelling keywords by buyer’s journey stage.

The editor said they already knew they’d need help from a partner like me — they just haven’t started searching for one yet. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. When you have information for people at any stage of the buying journey, you're able to provide a positive experience.

While the process is pretty straightforward, using modifiers will usually leave many keywords on the table. If so, take a look at your Google Search Console data for the things people are searching for that relate to your brand. Now, if you’re a small brand, you may not find many keywords for your brand name. He’s eyeing our tool, looking at the list of features, hesitating on pricing, and taking our toolset for a spin.

When businesses get your journey, they can make products and services that match what you like – almost like having a personal shopper! And existing consumers are more inclined to trust businesses that care about them. Remember that consumers trust existing customers more than they do businesses.

Tools that should be used include high level informative documents, ebooks, videos, blog posts, infographics, social media posts, case studies, and how-to guides, etc. The goal at this stage is to help the prospect gain a better understanding of the issue they are experiencing and to raise awareness of your business and the solution you provide. It includes all decisions, actions, and interactions starting from the point when a prospect identifies a pain point to when they buy a solution.