Account based marketing examples: Proven ideas for success 

Welcome to the era of precision marketing, where broad-based marketing is taking a back seat while precise, highly targeted, and personalized strategies are making their way. 

Account based marketing can be a revolutionary approach that allows businesses to focus on engaging high-value accounts.  

Today, it’s all about delivering the right message to the right people in the business. For this, you need to create a compelling account based marketing campaign. 79% of ABM adopters have successfully generated more ROI through a precise ABM campaign.  

This blog will provide the best account based marketing examples to explore and observe the tactics for better planning for your next campaign engagement and results. 

Let’s begin!  

Top 10 B2B account based marketing examples 

To experience explosive growth in your business through ABM, preparing a perfect campaign is essential for every organization.  

Here are a few account based marketing campaign examples that have yielded explicit results with targeted account engagement and conversions:   

1) LiveRamp revenue driven strategy  

An effective ABM strategy always involves selecting the target accounts for your business. LiveRamp is a data enablement platform that adopted an account based marketing approach to scaling its business, targeting the top 500 companies. 

Here are the key components and outcomes of their account based marketing strategy:

Key components  

1) Data-driven targeting  

• LiveRamp used advanced analytics to identify and prioritize targeted high-value accounts, showing better ways of conversion.  
• The perfect ABM tool integration has allowed seamless tracking of interactions with these target accounts.  

2) Multi-channel engagement:   

• LiveRamp leveraged personalized digital ads and tailored content to meet prospects on the platforms on which they were most active.  

3) Personalization  

• Created highly personalized messages and content tailored to each target account based on their pain points.   

4) Sales and marketing teams’ coordination  

• As we know, the marketing team and sales team work together on the ABM approach, which improves coordination between the teams. 

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Outcomes   

• A personalized and targeted approach led to higher engagement rates with target accounts.    
• This ABM campaign generated over $50 million in annual revenue from the targeted Fortune 500 companies.  
• Its focus on precision and personalized messaging improved conversion rates, turning high-value prospects into loyal customers.   

LiveRamp was able to execute and set highly effective B2B account based marketing examples that gained revenue growth.   

2) Dialpad used a perfect ABM approach 

Just aligning the sales and marketing teams is not enough; both teams must work as a single unit.      

Look at Dialpad, an AI-powered cloud communications that has aligned both teams to drive the ABM success.  

The key elements of this best account-based marketing examples are:   

• Targeted advertising: The robust targeting ABM platform was enabled by Dialpad to engage target accounts with personalized ads.  
• Sales & marketing alignment: The sales team could make better outreach efforts by sharing engagement insights.  
• Predictive modeling: Dialpad utilized a predictive model for lead scoring and prioritizing accounts, ensuring resources were spent on potential prospects.  

Results:  

The campaign yielded improvements in various metrics:   

• 10x increase in site visits    
• 5x increase in unique visitors   
• 21x increase in engaged accounts   
• 87x ROI in sales pipeline influence   
• 3.25x ROI in closed-won revenue   
• 52% faster deal closure time   

Dialpad’s success sets the best example of account based marketing that demonstrates the power of a well-executed strategy by combining approach with technology, data, and team collaboration. 

3) Auth0’s structured roll-out of ABM campaigns 

Auth0, a leading authentication platform, has decided to enhance its marketing approach by adopting ABM to target enterprise-level prospects.   

The initiation of this B2B ABM program started with the pilot program:    

1) Pilot program: The initial phase involved a small group of account executives retargeting dormant accounts and identifying key buying signals. This pilot aimed to generate the most valuable accounts and influence the sales pipeline.  

2) Data-driven targeting: The best ABM tool provided insights into the target accounts by analyzing firmographic and technographic attributes. This data-driven approach helped Auth0 identify and prioritize accounts based on their purchase.  

3) Comprehensive roll-out: Following the pilot’s success, Auth0 expanded the number of sales development representatives (SDRs) and market development representatives (MDRs) across America and Europe. 

Auth0 ensured the entire sales team benefited from the platform’s advanced targeting capabilities.  

Results:  

• Expanding the pipeline by $3 million within six weeks.  
• 80% of new opportunities. 
• Average selling price (ASP) increased by 25% 
• 8x ROI from their ABM efforts. 

Auth0 achieved remarkable results, proving it to be one of the best ABM examples that gives the potential to drive business growth.   

4) Caroo’s reach after rebranding through ABM 

Caroo implemented a multi-channel ABM campaign to increase brand awareness and generate new opportunities.  

The key elements of their ABM strategy included: 

1) Multi-channel engagement: Caroo introduced itself across various channels using email and digital ads. This ensured consistent messaging and maximized its reach to target accounts.  

2) Target account engagement: By focusing on their top target accounts, Caroo was able to engage with 85% of them. This strategic focus helped them prioritize target accounts and personalize their outreach.  

3) New contact identification: The campaign facilitated the identification of 78 new contacts within their target accounts, providing Caroo with fresh leads and potential opportunities for engagement.  

4) Opportunity creation: Within just 60 days, Caroo opened 32 new opportunities, demonstrating the effectiveness of their ABM approach in driving sales pipeline growth.  

Results:  

The ABM campaign yielded impressive results for Caroo:  

• 85% engagement with top accounts  
• 78 new contacts identified 
• 32 new opportunities created  

Caroo’s multi-channel account based marketing examples demonstrate the importance of consistent messaging and target engagement in achieving better marketing results.

Also read – 12 Sales Pipeline Management Best Practices for Your Business

5) Workfront leveraging B2B database 

Workfront adopted an ABM strategy to improve its targeting and engagement with target accounts. Here’s an overview of their approach and the outcomes achieved:  

Key elements:   

• Target account selection: Workfront began by identifying high-value target accounts that would benefit from their project management solutions. This involved using data-driven insights to prioritize accounts.  
• Personalized campaigns: They developed highly customized marketing campaigns tailored to each target account’s specific needs and pain points. This included customized content, targeted ads, and personalized emails. 
• Multi-channel engagement: Workfront utilized a multi-channel approach to reach its target accounts. This included a mix of digital ads, email marketing, and direct outreach efforts, ensuring its messaging was consistent across different platforms. 
• Integration with tools: Companies leverage tools to get enriched data and integrate their marketing efforts with better ABM tools like Salesmate, which can help streamline and enhance campaign execution and tracking.    

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Results  

• Improved targeting 
• Increased engagement 
• Enhanced efficiency 

By obtaining account based marketing B2B examples, Workfront has been able to drive better alignment between its marketing and sales teams and achieve higher engagement with target accounts. 

6) Personify’s best ABM campaigns 

Personify, a constituent management & engagement (CME) platform, conducted successful account based marketing that yielded results. Here’s an overview of their essential ABM campaigns:   

• Targeted Ad campaigns: Personify launched a series of personalized ad campaigns tailored to the buyer’s stage, company, and persona.  

They could create customized ads that resonated with their audience by identifying their ideal customer profile (ICP) and segmenting their target markets. This approach significantly increased their brand awareness and nurtured leads. 

• Enhanced website engagement: Personify increased website traffic engagement by 39x through target ads and personalized content. 

They improved visitor engagement on their site by aligning their digital ad display channels to ensure that the right message reached the right audience at the right time.  

Results:  

• 8.5x ROI  
• Got data-driven insights for sales teams 
• Improved lead generation  

By implementing these strategies, Personify has demonstrated the power of a well-executed ABM strategy, making it one of the best examples of account based marketing. 

7) Microsoft leveraged social media for ABM campaigns 

Microsoft effectively leveraged social media for its account based marketing (ABM) campaigns by aligning personalized and multi-channel strategies to engage target audiences.  

Account based marketing campaign examples:   

Microsoft teams in education: Microsoft aimed to increase the adoption of Microsoft Teams in K-12 school districts where usage was low despite available access. 

Results: 

The campaign increased Teams usage by 949% yearly, significantly impacting engagement and adoption rates.  

Virtual healthcare with Teladoc Health: Microsoft partnered with Teladoc Health to promote their integrated solution, SoloTM with Teams, to healthcare executives. 

Results: 

It aimed to reach 160 BANT-qualified leads within six weeks, surpassing expectations. This highlighted Microsoft’s ability to generate high-quality leads through targeted ABM efforts.  

Use of LinkedIn: Microsoft utilized LinkedIn’s targeting tools to engage with niche audiences, such as C-level executives in the healthcare industry. 

Results: 

Microsoft successfully drove high engagement and lead generation using Sponsored Messaging and targeted content.  

LinkedIn’s platform provided the necessary insights and reach to ensure the campaign’s success.  

Microsoft achieved significant results in engagement, lead generation, and ROI.   

8) Invoca’s best way of ABM campaign 

Invoca’s standout ABM campaign leveraged personalized advertising to boost conversions and engagement significantly. Here’s an overview of their approach and results:  

Campaign strategy:   

• Targeted advertising: Invoca delivered personalized display ads to key decision-makers within their target accounts.  By integrating with the best tool, they ensured that the ads were tailored to specific accounts based on their engagement history and stage in the sales funnel.  
• Multi-channel engagement: The campaign combined display advertising with direct mail, email outreach, and other channels, creating a personalized experience for the target accounts.  
• Removing barriers to engagement: Invoca utilized a seamless content track to improve content engagement. This approach allowed prospects to self-educate, significantly enhancing their content consumption experience.  

Results:  

• 200% increase in conversions 
• 3x increase in content engagement 
• 33x high ROI 

By focusing on high-value accounts and removing engagement barriers, Invoca made us observe one of the best ABM marketing examples you can apply or implement to scale your business to new heights.   

9) Metrikus optimized business through ABM  

Metrikus, a PropTech company specializing in building efficiency software, successfully optimized its business through an ABM. Metrikus focused on enhancing its lead generation and targeting efforts.   

ABM strategy & execution:    

• Data-driven targeting: Metrikus used intent data to identify high-potential accounts showing active interest in initiatives. This allowed them to focus their efforts on organizations likely to scale in their market.  
• Personalized outreach: They implemented highly personalized outreach campaigns by creating tailored content for each target account. The campaigns included tracks that allowed prospects to engage without barriers by increasing engagement.  
• Database refresh: Metrikus performed data audits every six months to keep its system updated with information. This minimized the need for extensive form fill-ups on landing pages, improving conversion rates.  
• LinkedIn ads: They also leveraged LinkedIn’s matched audiences feature to target ads precisely, ensuring their marketing messages reached the right professionals in their core regions of North America, Spain, and India.  

Results:  

• Enhanced lead generation  
• Increased engagement  
• Improved conversion rates  

Metrikus’s strategic capabilities showcase the power of a well-executed ABM strategy in driving business growth and optimizing marketing efforts.     

10) Comply’s best ABM campaigns 

ComplyAdvantage has effectively utilized account based marketing strategies to enhance its business growth.  

Key campaigns & strategies:   

• Enhanced data utilization: ComplyAdvantage integrated a sales intelligence platform to improve their ABM efforts. 

They focused on enriching their data with high-quality contact information by boosting their lead generation and outreach efforts. 

This approach led to a 29% conversion rate and reduced email bounce rates to 6%, demonstrating the effectiveness of targeted campaigns.  

• Personalized marketing and sales alignment: By leveraging detailed data, ComplyAdvantage created highly customized marketing campaigns targeting key decision-makers in mid-market fintech, cryptocurrency, and compliance sectors.  

This personalized approach ensured that their marketing and sales teams were aligned, resulting in a more cohesive and effective strategy.  

Results:  

• Increased meeting bookings 
• Higher engagement and efficiency 
• Revenue growth These ABM strategies have driven ComplyAdvantage’s success, showcasing the importance of high-quality data, personalized marketing, and efficient partner management in achieving business goals. 

Three account based marketing email examples

The three ABM email examples can help you drive better results in your personalized campaigns:  

1) Personalized outreach with data-driven insights 

Company: Clari  

Strategy: Clari, a revenue operations platform, took account based marketing efforts by campaign “waking the dead” to re-engage closed-lost opportunities. 

They track previous interactions and serve highly targeted display ads to senior-level personas within these accounts. Their email strategy incorporated personalized messaging based on past conversations and engagement data. 

This approach ensures that each email is relevant and timely, addressing specific pain points and needs identified during previous interactions.  

Results: Clari’s personalized email and ad strategy resulted in a 79% account click-through rate and 93% engagement from target accounts.  

2) Hyper-personalized video emails 

Company: Vidyard  

Strategy: Vidyard is a video marketing and sales platform that leverages its technology to create hyper-personalized video emails as part of its ABM strategy. 

Each email contains a custom video that addresses the recipient by name and includes specific references to their company and pain points. These videos are created directly in the emails, making them interactive and engaging. 

Vidyard’s sales reps follow up email with personalized outreach on LinkedIn and through phone calls, ensuring a multi-touch approach.  

Execution:  

• Custom video creation: Vidyard’s team records personalized videos for each key decision-maker within target accounts.  
• Engaging thumbnails: The emails feature engaging video thumbnails showing a personalized greeting.  
• Follow-up: After sending the email, the team engages with the recipients on LinkedIn and schedules follow-up calls to discuss how Vidyard can address their needs.  

Results:  

This approach leads to higher open and engagement rates than traditional text-based emails. Due to the tailored and interactive nature of the content, recipients are more likely to respond positively. 

Vidyard has reported substantial increases in meetings booked, and deals closed because of its video email campaign.   

3) Dynamic content and interactive elements 

Company: Snowflake  

Strategy: Snowflake, a cloud-based data warehousing company, uses dynamic content in its ABM email campaigns to personalize each recipient’s experience. 

They incorporate interactive elements such as personalized videos and infographics that adjust based on the recipient’s industry, role, and previous interactions with Snowflake’s content. 

These emails are part of a broader multi-channel strategy that includes personalized landing pages and targeted LinkedIn ads, ensuring a consistent and personalized journey across all touchpoints.   

Best successful account based marketing campaign ideas 

There are many ways in ABM strategic campaigns through which you can easily reach your target audience: 

Print ABM ideas 

• Custom direct mail: Send personalized, high-quality direct mail packages to critical decision-makers, like LiveRamp did to target Fortune 500 companies.  
• Bold billboards: Intridea placed a custom billboard near Ogilvy’s office with a targeted message, sparking interest and engagement from a high-value client.  
• Branded kits: Some brands sent custom branded kits containing a Forbes article, coffee beans, and a QR code to decision-makers, enhancing their offline engagement strategy. 

Social media ABM ideas 

• Targeted social media ads: Craft a strategic sequence of ads on LinkedIn, Meta, and Instagram to tell a compelling story that resonates with your target accounts, starting with awareness-building and ending with a solid call to action.  
• Social listening and engagement: Monitor social media channels for mentions and discussions related to target accounts. Engage directly with decision-makers to address their concerns and build relationships.  
• Instagram takeovers: Collaborate with industry experts or influencers to take over your business account, sharing insights and engaging directly with decision-makers from your target accounts.   

Tried ABM ideas 

• Integrated ABM platform: Dialpad used Demandbase to integrate sales and marketing efforts, providing complete visibility and turning cold calls into informed engagements, significantly boosting conversions.  
• Account-specific landing pages: Armory created dedicated landing pages for accounts using specific tech stacks, providing relevant content and increasing engagement from target accounts.  
• Hyper-personalized email campaigns: CopyMachines used highly personalized cold emails to speak directly to their target accounts’ needs, resulting in higher open and response rates.  

Off-the-Wall ABM ideas  

• Dynamic copy alteration: Fruition used airport-specific location codes in their ads to create a personalized experience for each target airport, significantly enhancing user engagement.  
• Virtual reality experiences: Create VR experiences tailored to target accounts, allowing them to interact with your product or services company.   

These ideas showcase innovative and effective strategies for account based marketing, helping to engage and convert high-value accounts through creative approaches.   

Salesmate – Your CRM companion for B2B ABM campaign! 

A robust CRM like Salesmate is all you need to support your B2B ABM campaigns. This tool’s range of features makes it an ideal companion for businesses looking to implement effective ABM strategies. 

Here is the list of various features offered by Salesmate for scaling your ABM campaign: 

• Contact management: To better manage the list of prospects and their details in your business database. 
• Sales pipeline management: Manage and streamline your sales pipeline and drive effective conversions for your business. 
• Sequences: Schedule your emails and messages pre-hand without any hindrance with the cadence feature. 
• Reporting: Gain all the necessary insights into your ABM campaign and take further steps to enhance it. 
• Live chat: Capture more leads and provide live support through the chat feature. 
• Text messaging: Personalize and automate your text messaging campaigns to enhance your ABM campaigns and better reach your target accounts. 

Salesmate offers a bundle of features for all marketing, sales, and customer support teams, which makes it even more reliable for small and large companies.  

Get the best ABM tool in the business!

Salesmate is the perfect tool that can enhance your ABM campaigns and strategy with its personalized and automation enabled features!

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Wrap up! 

ABM’s ability to deliver personalized and highly targeted strategies enables businesses to connect effectively with critical decision-makers, ensuring their messages resonate deeply. 

Studying successful ABM strategies and campaigns can provide businesses with valuable insights and inspiration, helping them craft campaigns that engage and convert high-value accounts. 

With these examples of ABM, it’s clear that this marketing tactic can revolutionize your marketing efforts and drive substantial growth. 

Also, a powerful ABM tool like Salesmate is necessary to support your company in this scale-up journey. 

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