8 Actionable Account Based Marketing Examples For 2025

This follow-up email is appropriate and effective because it directly addresses the fact that the reader hasn’t yet downloaded the ebook with a gentle nudge and personalized approach. If you track an ebook download, follow up in two days with a question about the guide to spark a conversation. LiveRamp couldn’t have seen the success they did without total alignment between sales and marketing teams. They also use multi-channel content distribution to improve brand awareness and meet prospects where they already are. Explore ABM campaign examples in the Zoomforth gallery, read the account-based marketing strategy guide for the full framework, and see what ABM is if you’re earlier in the evaluation.

Your sales and marketing teams will design unique content to meet the needs of each account. Personalized engagement helps build trust with prospects and positions your brand as a strategic partner rather than just a vendor. When messaging is highly relevant to a company’s needs, prospects move through the buying process faster. Account-based marketing requires close collaboration between sales and marketing teams. Many B2B companies adopt account-based marketing because it delivers stronger results than traditional demand generation. Many companies use lead generation to identify potential prospects and then apply ABM tactics to the most promising accounts.

ABM requires collaboration between sales and marketing teams, which can improve overall communication and alignment between the two departments. This can help you build stronger relationships with your target accounts and increase their engagement with your brand. By focusing your resources on these accounts, you can improve your ROI and maximize your marketing and sales efforts. Invoca's smart move paid off big time as it significantly outperformed its lead generation and pipeline targets.

Meanwhile, spending on gas and oil production is still expected to Examples of account-based marketing increase. It’s true that the company does engage in clean energy but their overall business resulted in CO2 emissions of 1.2 billion tonnes last year alone. And yet, despite this, their marketing team thought it appropriate to ask their followers on Twitter what they were “willing to change to help reduce emissions”? Sadly, as you may have guessed with our being on the topic of greenwashing, the message wasn’t to be trusted.

Focus on the fundamentals first, measure your results, and iterate based on data rather than assumptions. For B2B teams, combining these tactics with tools like Warmly—which identifies website visitors and automates engagement—can accelerate results. Teams that master these concepts see better results from their go-to-market efforts.

Five examples of account-based marketing done right

Others required significant course correction before delivering results. The examples in this article come from documented B2B campaigns that produced measurable pipeline results. Most articles on ABM tell you to "align sales and marketing" and "personalize your outreach." That advice is not wrong, but it is also not actionable without seeing how real companies have put these principles into practice. Join 140,000+ marketers and get a weekly expert-led newsletter focused on helping marketing teams overcome growth challenges, punch above their weight, and crush their competition. Use data enrichment tools to gather detailed information on prospects before trying to design personalized content or outreach messaging.

ABM campaign idea #4: Share impactful visual content with meaningful gifts

This increases brand reach and improves customer retention, reengagement and brand loyalty. Real-world examples of multichannel marketing provide insight into how businesses can effectively use and coordinate different marketing channels. They use indirect channels, also known as inbound marketing, to push content using websites or social media. Companies use direct channels, such as physical stores, catalogs and direct mail, to proactively reach the customer. This approach increases the number of options a company can use to reach a target audience and enables customers to complete conversions using their preferred medium.

BillingTree’s Creative Campaign

This is another tactic that can be highly effective for a company following a one-to-one Account-Based Marketing strategy trying to seek the attention of the buying committee to upsell and cross-sell. The catch was that the CIOs had to contact their IT security managers to access the piece of personalised content that we had created for them. If you have researched the prospects and their companies, their likes and dislikes, and have nailed down the messaging, then execution should be straightforward. If we focus on just Australia, 40% of all people surveyed claimed to have bought a product influenced by a direct mail campaign, as per research by Trapica. The average ROI of direct mail campaigns has been around 30%; this is more than the ROI garnered on channels like paid search (23%) and online ads (16%) based on research by Trapica.

Tactic 2: Creating engagement with personalised events

It includes selecting channels, tailoring content, and tracking KPIs like engagement and pipeline velocity. They leverage their expertise, industry knowledge, and trust-building skills to establish rapport and credibility, positioning the company as a valuable partner for solving their challenges. The alignment and synergy between marketing and sales are key to achieving the goals of ABM and driving revenue growth. They bring valuable insights, build relationships, provide personalized engagement, and play a vital role in the overall success of ABM initiatives. In ABM, marketing and sales teams work closely together to identify, target, engage, and convert specific high-value accounts. Finally, they followed up with a private virtual roundtable invite.

• These step-level Opinions enable targeted follow-up conversations that video simply can't support.
• Segment facilitates the streamlined collection, standardisation, and activation of customer data across various marketing and analytics tools through a single API.
• 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.
• Set up a unified workspace that brings your sales and marketing teams together on ClickUp and eliminates data silos
• In these cases, your marketing and sales teams must act swiftly to address these accounts' needs and create timely content.

Then by leveraging the detailed data they had, they created customized marketing campaigns aimed at the decision-makers. With a 700% ROI, this campaign is a perfect example of how thinking outside the box and focusing on quality over quantity can drive results. They achieved a 39x increase in engaged website visitors and an 850% ROI on marketing-sourced revenue within the first year. They made sure the sales teams were onboard so the message would carry through every part of the customer journey. They saw a 75% increase in booked meetings, proving that hyper-personalization was the way to go.

So far, B2B marketers have been creating these experiences by using tactics such as offline events, online events, direct marketing, online ads and email campaigns, so why not use AR/VR to do the same? B2C marketers worldwide have already created some highly innovative and engaging campaigns using it. 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! To drive up brand awareness and build trust, Thomson Reuters organised close to 700 offline and online events throughout North America. We feel that in-person events and site visits have made a comeback and are now an integral part of the Account-Based Marketing strategy, just like they always were. Onsite visits are one of those marketing tactics that can be used by IT services companies having large 50+ people projects running for the client's organisation in an offshore delivery centre.