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Seamlessly rolling out a multichannel marketing approach built on the back of a highly collaborative effort. Salsify’s marketing and sales teams didn’t just coexist; they thrived together. Then, like a well-oiled machine, the sales team swooped in and followed up. When you’re diving into account-based sales strategies, think beyond the basics.

But they felt that Anglian Water’s message was contradictory, because the company also had a history of activities that were harmful to the environment (including fines) Examples of account-based marketing – and chose to omit this information. Back in 2020, Delta pledged $1 billion – for a plan including carbon offset credits and supposed reduced use of jet fuel – to cut the emissions created by its business. Yet, a wee bit of progress in greenwashing awareness was made when 45 people complained to the Advertising Standards Authority that HSBC’s advertisements were misleading. Unilever’s cleaning brand Persil is one of the UK’s most popular, with its washing-up liquid and dishwasher tablets used by millions of people each year.

Account-based strategies collapse without sales and marketing cohesion. Marketers who rely on generic messaging see engagement plummet. These campaigns don’t succeed by accident; they follow systems grounded in precision, coordination, and relentless personalization. Without the right metrics, even the most creative account-based marketing campaign can become unclear. To synchronize this complexity, B2B marketers turn to dedicated ABM platforms built to unify strategy and execution.

They created industry-specific homepage experiences that adapted based on the visitor’s company profile. Upon learning that Legere was an avid Batman fan, GumGum created a custom comic book titled “T-Man and Gums,” featuring Legere as the superhero and their company as his sidekick. Using the Lattice Predictive Insights Platform, they identified their highest-potential enterprise prospects and executed a sophisticated five-touch strategy. LiveRamp’s account-based marketing campaign is notable for its focused approach to Named Account Marketing by targeting just 15 Fortune 500 accounts.

This increased conversion rate by 27% and resulted in a $1.3 million supported pipeline. Onfido used Userled for its account-based marketing strategy, which resulted in a 120% increase in booked demos, along with increased sales development representative (SDR) efficiency. But doing this with generic messages simply places you in a sea of similar outreach. You can think of it as being the opposite of spray-and-pray type outbound and advertising, where you interrupt people with generic ads and hope that something will stick. It’s a way to concentrate your marketing and sales efforts on these accounts and increase your chances of engagement (and hopefully, conversion). For example, prospects in the healthcare industry see ads and website popups leading to a personalized toolkit with webinar best practices for healthcare.

Financial services received content focused on compliance with FINRA and the SEC. Account-Based Marketing succeeds because it abandons generic outreach in favor of hyper-targeted communication. Below, explore proven ABM campaign examples that showcase how top-performing organizations drive measurable growth by focusing on the right accounts, at the right time, with the right message. This strategic shift has driven stronger alignment between marketing and sales teams, creating unified revenue goals, shared data insights, and executable pipeline strategies.

Also, gather insights from previous interactions, social media activity, and competitor analysis to build a well-rounded strategy tailored to each account’s pain points and goals. You can create Custom Fields and choose from 15+ ClickUp Views (including Lists, Boards, and more) to track ICP fit, deal stage, and engagement across marketing and sales. With ClickUp CRM, you can unify your CRM, sales pipeline, and customer interactions in a single platform—driven by AI to speed up deals, boost retention, and increase revenue.

Account-based marketing campaigns hit their stride when sales and marketing teams stop working in silos. The success of these examples comes from precise alignment between audience insights, chosen channels, and measurable goals, not from the channel mix alone. When the account is chosen for the right reasons, with the right data, personalization becomes precise and meaningful rather than generic and driven by guesswork. Every piece of your campaign, tailored content, sales outreach, and engagement timing stems from the insights found in target account research.

• So, in a genius personalized ABM move, they created a comic where the CEO was T-Man and Gumgum was his side-kick, Gums.
• They entered false information into the official database in order to report the successful implementation of enlistment targets, he explained.
• To drive up brand awareness and build trust, Thomson Reuters organised close to 700 offline and online events throughout North America.
• 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.
• Financial services received content focused on compliance with FINRA and the SEC.

GumGum's AR-based campaign to increase participation in Clorox's annual marketing event.

If you’re already using HubSpot for your CRM, trying out HubSpot’s ABM software only makes sense. Wingrove said, “As a result of creating this custom content for ABM accounts, we could just templatize this and produce more content for that space. Create an outreach cadence that combines multiple touchpoints and channels. Post-event, be sure to follow up and continue relationship building. For this tactic to be effective, your events need to add value. Host targeted events, webinars, or roundtable discussions just for your key accounts.

Setting up and refining an ambassador program might take time, but the compounding results are worth the effort. You also need a way to naturally integrate your products, otherwise your message will fall flat. Specifically, it filled a gap for long-form student dating content, as no other UK reality dating show had focused on university students. In fact, micro-influencers — those with between 10,000 and 100,000 followers — see higher engagement rates than larger accounts.

It never occurred to them that people of color can actually work in law enforcement or immigration. 2 And many shall follow their riotousnesses, through whom the way of truth shall be evil spoken of. Despite the development and growth of omnichannel marketing, multichannel marketing has a strong global following among businesses of all sizes and types. With all the channels equally aware of customer behavior, an organization can provide customers with a coordinated, seamless experience. 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.

Direct mail + Account-Based Marketing case studies

It focuses marketing and sales resources on accounts that are already in-market, dramatically increasing efficiency and conversion rates. A powerful evolution in account based marketing examples is the shift from static account lists to dynamic, intent-based targeting. By targeting specific job titles and departments at their enterprise accounts, G2 serves ads that highlight relevant software categories and comparison reports, directly influencing purchase decisions and driving traffic to their most valuable marketplace listings. It's an efficient way to stay top-of-mind and educate prospects at scale, creating a unified brand experience for everyone at the target company.

It aligns marketing and sales teams’ efforts to engage specific companies rather than broad audiences. Account-based marketing (ABM) is a strategic approach that targets high-value accounts with personalized campaigns. Read on to discover inspiring account-based marketing (ABM) examples showing how leading companies win target accounts through personalized, account-focused marketing.

Since ABM marketing is hyper-personalized, knowing unique information about prospects is vital. Case studies are the perfect way to showcase your expertise and win people's trust. As a result, your account-based marketing approach is clear and directs team members toward the right pathway. For example, GumGum, a contextual intelligence company, created a personalized comic intended to grab T-Mobile's attention.

You can write in any web browser or use our custom built apps for iOS and Android. It's important for prospects to find your articles at the top of Google results, as it shows them you are an expert. This is an invaluable account-based marketing tactic that many marketers implement to recapture the interest of prospects. From a numbers perspective, there was a 98% increase in LTV from paid channels and a 13% increase in CTR on online ads. While this was one of those broad-based ABM campaigns, it resulted in a 50% increase in website traffic for Robin.