Top Account-Based Marketing Examples for 2025

This included customer testimonials, white papers, and case studies that spoke specifically to targets across different industries. By building personas, DocuSign was able to target more than 450 enterprise-level accounts with targeted ads featuring specific messages and visuals. So, when implementing your strategy for ABM engagement, it’s key to put into place systems that will help ensure you’re working with the best contact data possible.

Whether you organize or sponsor these events, they can be incredibly valuable. It results in a B2B marketing strategy that targets critical opportunities while maximizing both reach and high-value touchpoints. A healthcare company visiting the site would see healthcare-specific messaging, a healthcare case study, and a CTA for a healthcare-focused demo. An enterprise security company created short personalized video messages for their top 25 target accounts. A highly-personalized SDR cadence that converts and hands prospects off to a non-account-specific, generic AE sequence may leave customers feeling like your company is only interested in generating leads. They then built and implemented their account-based multi-touch marketing campaign around those targets.

By cross-referencing these data layers, the SaaS firm reduced its initial universe from 2,000 potential companies down to 150 strategically aligned targets. Consider the example of a mid-market SaaS company focused on enterprise workflow automation. High-value targets aren’t just companies with large budgets. This degree of responsiveness levels the playing field against competitors relying on static nurtures or generic nurturing tracks.

Rather than splitting resources between lead gen and ABM, the entire GTM org is structured to win and expand within a focused TAM. They’ve built always-on, cross-functional growth engines that embed account-based thinking across their entire revenue strategy. Done right, this builds familiarity, increases trust, and helps accounts self-navigate deeper into the funnel. The most effective ABM programs engage accounts across email, LinkedIn, targeted ads, virtual events, landing pages, and more, but with one consistent narrative. As a result, teams can build intelligent segments based on real-time signals and launch precise, personalized sequences or ad campaigns the moment actual intent is detected.

The common thread: what all successful ABM examples share

This strategy has helped Restaurant Furniture Plus save money on paid advertising, and increase its base of recurring customers. This means you spend less time sorting through your data and more time connecting with the right targets. With this feature, my target account lists are up-to-date with the most recent information, helping me and my team craft better messaging and understand when we should reach out to targets. This tool allows for collaboration across the sales and marketing departments. If there’s one thing I’ve mentioned many times in this post, it’s that your sales and marketing teams need to align to make your ABM strategy sing. I can easily set up workflows to help me identify high-value accounts, making it much easier to create my list of priority targets.

Touch 4: SDR’s first phone call

If done correctly, a direct mail campaign can charm prospects into at least giving you a meeting and providing that "additional push" to the sales cycle. It might be hard to believe at first, but direct mail is the most potent weapon in the arsenal of a B2B marketing and sales team. They also provide the sales and marketing teams with overarching guidance on Examples of account-based marketing targeting high-value accounts. ABM focuses on engaging entire target accounts, while lead generation aims to attract individual prospects.

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• This accelerates execution and ensures sales and marketing teams stay perfectly aligned throughout the campaign lifecycle.
• They prioritized delivering educational content tailored to each account’s position in their lifecycle.

Use dynamic content to speak directly to audience needs and increase on-site conversion. For example, companies that exhibit growth signals as defined by BizBase’s ABM team will see the growth-focused content set when visiting their website. When combining account-based marketing with an inbound method, use dynamic content to deliver an industry-relevant experience that is specific to the account you’re targeting. DocuSign created a pointed digital advertising campaign with Demandbase’s Company-Targeted Advertising tool to get in front of a list of 450 enterprise clients that met the company’s ABM criteria. DocuSign built its lead generation strategy to suit an account-based marketing approach. Though account-based marketing is typically spliced with outbound sales approaches, it can serve as an effective partner for inbound-focused teams, if ABM lead generation efforts make effective use of dynamic content.

Personalized microsite campaign for 25 enterprise targets

Consider following these steps to create an effective account-based marketing strategy. Once marketing and sales are aligned on approach and which accounts to target, it’s time to map out a go-to-market plan. This is something you’ll need to sit down and discuss during a planning meeting with both sales and marketing. When I talked with Davidson and Wingrove, both stressed that in a comprehensive approach to ABM, marketing and sales must be on the same page.

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Because ABM targets high-value accounts, marketing budgets are spent on prospects most likely to convert. ABM offers an alternative to the generic marketing messages that bombard buyers. When sales and marketing work together, share data, and present a united front, they create an effective customer journey that drives real business results. All of these were powered by web analytics and content optimisation to ensure the right message was getting to the right target when it needed to. The results with Cognism B2B data have included a 15% increase in conversion rate, an email bounce rate of only 6%, and 10% of all new meetings being booked!

But that's not all – the message was accompanied by a personalized URL that led to a hilarious collection of GIFs, guaranteed to make even the most serious business person crack a smile. A bold message that spoke directly to Ogilvy and Mather, challenging them to step up their game and hire Intridea. During these virtual events, Calendly offers one-on-one interactions to help convert free accounts into paid ones. Calendly hosts virtual events where you can learn more about their scheduling features and how they can simplify your life. Using targeted ads, Personify saw a whopping 39 times increase in engaged website visitors. Numerous generic ads out there feel like they're speaking to no one in particular.