Account-Based Marketing Campaigns: Tactics & Examples

Both teams need to share data, goals, and feedback in real time to move accounts through the funnel in sync. Marketing warms up the account with tailored content and campaigns, while sales steps in with personalized outreach and relationship-building. It delivers instant insights and answers by surfacing the right documents, conversations, and task details in seconds—so you can stop searching and start working.

A strategic, multi-touch approach ensures that your brand has chosen the most suitable channel for each stage and that each touchpoint adds value and moves the account further down your sales funnel. Onboarding recipes (templates) like the one above will help you target your accounts with timely and relevant messages, personalizing every step of the journey. Different people within an account consume content in various ways, making a multi-format approach essential. For ABM to drive results, sales and marketing need to work toward common revenue-focused goals, not separate metrics.

The team at Robin ran a paid social media digital marketing campaign showing target decision-makers the pictures of the office space of Robin's specific existing accounts. Additionally, by integrating their platform with Mutiny, the Segment sales and marketing team could use all their data efficiently. They leveraged the Mutiny platform to develop dynamic landing pages aligning with the pain points of their target audience at scale. They offer tools that allow software development teams to plan, track, and collaborate during the SDLC. If we go back to the definition of Account-Based Marketing, it is all about creating highly personalised experiences for a set of very specific individuals at key target accounts. 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!

Schneider Electric’s positive pipeline impact

Why does account based marketing deliver such dramatic results? If you're wondering whether account based marketing justifies the hype, consider what happens when companies get it right. This guide shows you exactly how to build that system.

• Ready to implement account based marketing but unsure where to begin?
• This ABM campaign generated 205% more enterprise leads and 27% more demos.
• Identifying the right target accounts is fundamental to ABM success.
• You'll discover how to identify and prioritize target accounts, develop personalized content, and align your sales and marketing teams for maximum impact.

Then, use this research to develop personalized marketing and sales content that speaks to each account and decision maker. An effective ABM program should always target accounts that match your ideal customer profile (ICP). Sales reps customize each message based on the recipient's role, the company's pain points, and the prospect's intent. "We’ve tested display, search, and social — but LinkedIn consistently delivers Illustrations of account-based marketing the highest ROI once an account is already showing interest."

The result is an ABM strategy that proactively moves accounts through the funnel, using real-time signals and intent data to determine who to engage, how to follow up, and when to loop in reps. This way, instead of waiting for prospects to fill out a form or show blatant intent, Caddis built a proactive ABM system that met accounts where they were, based on real-time behavior, not guesswork. Thousands of weekly site visitors were flowing through their funnel, but sales had no idea who they were, what they were looking at, or when to reach out. For Basile Senesi, Arc’s CRO, the go-to-market strategy hinges on identifying high-intent buyers fast and engaging them before competitors do.

Direct Mailing Strategy by RollWorks

LiveRamp aimed to enhance its market share by effectively engaging enterprise-level clients, particularly Fortune 500 companies. They also used web analytics to track user behavior, adjusting content in real-time based on visitor interactions. A generic marketing approach couldn't convert these high-value prospects. You’re reaching too many people who aren’t the right fit. Your sales team is chasing leads, but conversions aren’t happening.

What is Account Based Marketing (ABM)?

You'll discover how to identify and prioritize target accounts, develop personalized content, and align your sales and marketing teams for maximum impact. If you track an ebook download, follow up in two days with a question about the guide to spark a conversation. Orbit Media began by identifying a list of ideal prospects, including marketing decision-makers at mid-sized manufacturing companies. You’re one pixel away from identifying and converting more warm leads into high quality pipeline. Their goal was to identify and engage profitable enterprise accounts more effectively.