12 Account-Based Marketing Examples That Actually Drove Pipeline

It works best when targeting multiple stakeholders in enterprise accounts, especially in industries like tech, healthcare, finance, and manufacturing. Regularly share insights, feedback, and results to ensure continuous improvement and alignment of efforts. Incorporate learnings into future campaigns and refine your ABM strategies to optimize results. Assess the effectiveness of different tactics, messaging, and channels. Ensure consistency in messaging across channels for a seamless and cohesive experience. This may include personalized email campaigns, social media interactions, direct mail, account-based advertising, events, and one-on-one meetings.

You'll discover how to identify and prioritize target accounts, develop personalized content, and align your sales and marketing teams for maximum impact. Account-based marketing (ABM) is a targeted approach that engages and converts high-value accounts to increase ROI and strengthen client relationships. Master the art of sales qualification with strategies tailored for managers.

The case studies prove that whether you're using intent data to time your outreach perfectly, coordinating complex sales plays with your ABSDRs, or creating immersive experiential events, the goal remains the same. When a contact from a target 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. Among the most powerful account based marketing examples is the orchestration of a fully integrated technology stack. This focused approach accelerates the sales cycle because the value proposition is immediately relevant and resonates with the entire buying committee within that industry. By speaking their language and solving their specific problems, you build credibility and differentiate your solution from more generic competitors.

Account-based marketing tactics allow businesses to strengthen their lead generation efforts and engage high-value prospects. As you can see, micro-influencer campaigns are delivering real results for brands in many niches. Especially when you’re promoting content that’s already played well organically, as Hers did in this campaign. These were perfect for the brand to reshare via its own channels, helping St Pierre generate a higher ROI. In this campaign, each influencer created polished step-by-step videos explaining their recipe in detail. It wanted US audiences to know that its premium products are still available wherever people do their regular grocery shopping.

Align sales and marketing efforts

Interactive demos reveal which features prospects explored, where they spent time, which stakeholders engaged, and where they dropped off. The difference in analytics is equally striking. Further, creating persona-specific, industry-tailored, or localized video content means producing multiple versions of each asset — a multiplication problem that quickly becomes unmanageable. Compare creation time, maintenance, personalization, and analytics to decide. The larger and more complex the purchase, the more people and the more scrutiny involved, and the more room a demo has to do the explaining across stakeholders, functions, and weeks of evaluation. An account-based marketing approach to B2B marketing requires a deep understanding of your target accounts and a collaborative effort between marketing and sales teams.

ABM Event Campaigns: Choose the guests you want at your events

Top-of-funnel marketing strategies are broad and brand-focused. So, review the following tactics and decide which approaches will work best for each of your target accounts. You can also automate your ABM strategy to scale your winning results. Refining your ABM strategy makes it easy for your marketing and sales teams to attract and retain high-value customers. This will allow you to make your strategy more effective for your business, marketing and sales teams, and accounts.

• The Qualtrics marketing team also used the data from 6Sense to create targeted Drift playbooks and tailored messaging based on the customer journey.
• After executing the above two-pronged events-based Account-Based Marketing tactic, Thomson Reuters achieved a tremendous ROI in the form of a 95% win rate!
• Its technology is applied differently across industries, so a message that appealed to one decision-maker would not appeal to others.
• For affiliates, you can set flat or percentage commissions and use tiered milestones to increase payouts as partners perform.

Account-Based Marketing Tactics to Increase Engagement

With you engaging in such a strategy by giving these prospects the chance to use your product first-hand, you will be running with a head start. Invite people to write about your product after you give them a trial run or have them sign up for a demo version. Imagine this – you’re a business selling services whose most significant customers are kids in college. If you can get a happy client to be in the video with you, it would add a layer of trust and authenticity to what you’re trying to sell. This increased their website traffic by 50% and their leads by 20%. Creating content around your services that address pain points of prospects you are looking to convert has the ability to open the doors of business opportunity for you.

ReferralCandy has helped thousands of merchants dramatically increase their customer acqusition ROI 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. You need to know how valuable your account-based marketing campaigns are, and this is determined by the total revenue you receive from your accounts. If you’re in a call-led industry, this is the ultimate factor in determining whether your account-based marketing strategy is working.

Snowflake, recognizing the rise of ABM, focused on content-driven ABM by creating a library of high-quality materials designed for target account engagement. Their success demonstrates how a well-planned, data-driven ABM pilot can generate substantial results when executed with the right tools and strategy. According to Cognism’s research, DocuSign saw a 300% increase in page views and a 22% increase in sales.

In Airalo’s case, travel tips and tricks are already a big hit on TikTok, with hundreds of thousands of results for hashtags like #traveltips and #backpackingtips. 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. For many brands, engagement metrics aren’t enough to make an influencer campaign worthwhile — they need more meaningful results (i.e. conversions). Switching to a performance-based model helped Ellos reduce costs and foster longer-term relationships with those influencers who generated the best results. But it wasn’t satisfied with the results and wanted a more flexible solution.

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Workday increased the relevance of their ads through precise account targeting. Use automation to segment accounts based on engagement, ensuring timely, relevant, and personalized follow-ups to each account’s needs. Email marketing remains one of the most effective channels for maintaining engagement with account-based marketing accounts. This creative, hyper-personalized tactic won a deal and public recognition when the CEO shared it online. The company created a custom comic book, tailoring its pitch to the CEO’s love for Batman.

After identifying your target accounts, you must tailor your marketing and sales messages to each account. 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. This synchronized execution ensures that marketing and sales are always working together with the most current information, delivering the right message at the perfect time. This creates a highly personalized journey, ensuring their most valuable prospects feel seen and prioritized amidst the scale of a massive conference. Among the most powerful account based marketing examples are those that leverage live or virtual events to create high-touch, memorable experiences. If a marketing team sets a KPI to increase web traffic by 50% over a specified period of time, it is quickly followed by outlining the goals and activities that need to happen to achieve the KPI.

Then, their salespeople visited Examples of account-based marketing the lead's website to determine if the lead was a potential customer. Now that you have created awesome content and an ABM content marketing strategy, it is time to get it into the right hands. Now that you have a list of prospects, it is time to start tiering them. As a result, they were able to sign up 20 additional companies per month for their free trial. Using Leadfeeder, CloudTalk identified and targeted 1,000 new prospects each month who visited their site but didn't sign up for a trial.

Direct mail marketing has long used little goodies to entice people into giving a second look to unsolicited offers. The data warehousing company Snowflake runs 500 simultaneous account-based marketing campaigns, each tailored to reach a specific target customer. The last thing you need to communicate to your prospects is that they’re ultimately not that big of a deal in the universe’s grand scheme. The decision-makers you’re trying to reach aren’t looking for signs that you really get them on a deep intellectual level.

On average, one marketer can typically stay aligned with up to 10 salespeople, and each salesperson can manage up to 10 accounts. As your efforts scale, this marketer could support more salespeople. If you’re just starting with ABM, Wingrove and Davidson both told me the best way to do it is to create a small task force with one marketer and one salesperson. Besides marketing and sales, don’t forget to choose other internal key players — such as customer success reps — who should be aware of and aligned with your ABM strategy.