Account-Based Marketing Campaigns: Tactics & Examples

In this article, we’ll explore how ABM can benefit your business, how to get started with ABM, and how to create an ABM strategy that excels. For example, prospects in the healthcare industry see ads and website popups leading to a personalized toolkit with webinar best practices for healthcare. Livestorm offers webinar software that works for small businesses and large companies alike. These ads often include the name of the company or the industry in the ad copy or creative. Account-based marketing campaigns dedicate sales and marketing resources to nurturing and converting specific high-value accounts. With this tool, you can upload a list of companies you’d like to reach and create ad campaigns that can specifically target individuals at these companies.

Most importantly, pipeline and revenue impact (measured by ABM-influenced deals and conversion rates) determine the real return on investment. Account progression metrics also show how far targeted accounts move down the sales funnel, revealing whether your strategy effectively nurtures prospects. Now, let’s see how to choose channels based on the different buying stages. Email automation and AI-driven personalization allow businesses to scale ABM outreach efficiently while keeping engagement timely, relevant, and high-impact.

Tailoring your approach to their pain points, business goals, and preferred communication channels increases the likelihood of capturing their attention. Without accurate data, they may end up targeting businesses that aren’t actually in-market or ready to buy, leading to wasted resources and missed opportunities. By focusing on high-value accounts with personalized strategies, brands can maximize their ABM efforts and create impactful customer lifecycle marketing campaigns.

Dive deeper with key learnings

Whether you're looking for creative inspiration, tactical ideas, or proof that ABM really works, these campaigns offer a front-row seat to what’s possible. They’re strategic, measurable efforts that drove pipeline, created real momentum, and sparked deals with high-value accounts. The following examples showcase real-world ABM campaigns, each with its own unique playbook, from hyper-personalized outreach to orchestrated multi-channel engagement. Instead, everyone touching the account, such as BDRs, AEs, CSMs, marketers, etc. works from a shared source of truth. With that visibility, you can create dynamic audiences that update automatically and trigger personalized sequences or outbound plays without delay using the Orchestrator or agentic AI SDRs. For example, if a VP of Ops at a target account visits your pricing page and a second stakeholder starts a product chat the next day, that account automatically gets promoted into a new play.

Host educational webinars

If a customer uses one channel, they don't have to repeat steps or view redundant information as they switch channels. The omnichannel environment retains customer behavior across channels and along the customer journey. By coordinating digital channels with the physical CX strategy, CVS increases brand reach and makes messaging consistent and convenient for customers. 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. Ideal for those aiming to closely align their sales and marketing teams and confidently engage their target accounts.

This approach lets the sales reps also leverage insights on which content engaged specific leads, enabling more focused follow-ups. Personify then created a series of tailored ad campaigns for each segment's pain points and needs. Personify, a Constituent Management & Engagement platform, focused its ABM efforts on reaching the right people at the right time. Traditional marketing is built on reaching as many people as possible(of course, within some parameters identifying your audience).

Types of B2B companies

The food that companies stock in their kitchens and the signs displayed on their office buildings are also examples of products and services purchased from suppliers. Every business needs to purchase products and services from other businesses to launch, operate and grow. Occasionally, one person on the buyer side makes a transaction in support of the company's business goals.

Connect with decision makers across channels

You might also consider working with a data vendor like LeadGenius to support your account selection efforts. Here, you need to create an ideal customer profile (this the equivalent for a persona in the inbound marketing world) and then find targets that fit into this profile. Let’s now see how sales and marketing teams actually do account-based marketing. First, the sales and marketing teams work together to identify a few select accounts that can drive a lot of revenue. The sales team shortlists the “quality” leads and starts their “thing,” for example, activities like reaching out, presenting, pitching, nurturing, etc.

Personalized engagement helps build trust with prospects and positions your brand as a strategic Account-based marketing campaigns partner rather than just a vendor. Since ABM focuses on high-value accounts, companies often close larger deals with higher lifetime value. 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.

Step 3: Choose the channels and tactics

Targeted advertising is a great way to bring standard marketing practices into the ABM world. This allowed Engagio to open up a discussion with each of their prospects in a less intrusive or “salesy” context. Then, they invited their prospects to collect their bobbleheads at a hosted event.

Harnessing Podcast Advertising to Connect with Target Accounts

Once you know the key stakeholders within each target account, map their roles, responsibilities, and influence. Try these value proposition templates to create useful and targeted value propositions for each of your target ABM accounts. This doesn’t mean you can’t create top-of-funnel content. 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.

• By sharing valuable insights and expertise, businesses can establish themselves as thought leaders within their industry.
• Account-based marketing (ABM) is a B2B strategy where marketing and sales teams focus on a defined set of high-value target accounts, treating each as its own market.
• Instead of a one-size-fits-all approach, DocuSign built detailed customer personas and went all in, targeting 450+ enterprise-level accounts with hyper-specific messaging.
• They decide to set their business apart from other local auto shops by stressing its superior service and affordability.

We also boast a team of over 300 people who research and verify company information every day, an industry-leading 16 AI patents, and five third-party expert partners that supplement and verify our data. As mentioned above, many companies are forming "revenue teams" that are a combination of sales and marketing professionals. Outside of traditional channels, account-based marketing can leverage creative campaigns like small personal events and dinners, custom gifting, or pretty much whatever the creative mind can conceive. There's no single way to do account-based marketing, but there is a high-level playbook marketing leaders can follow to help implement it at their companies. Additionally, because these prospects have been vetted and have received personalized messaging, sales qualification and follow-up are typically much easier.

With the right people and plans in place, any B2B marketing team can lead a successful ABM strategy. It’s also important to remember that ABM is a strategy supported by your products; it isn’t a product itself. ABM is meant to support and complement traditional lead generation, not replace it.