8 Account-Based Marketing Examples to Take Inspiration From

A multi-channel approach is a diversified engagement strategy that combines digital methods with offline tactics to reach decision-makers effectively. By addressing the unique needs and industry-specific pain points of each account, businesses significantly increase their chances of engagement and resonance with decision-makers. Teams must collaborate on goals, share account insights, and work with unified metrics to engage prospects effectively throughout the buyer’s journey. Alignment between sales and marketing teams ensures seamless execution of ABM strategies. When teams work together to share account insights, they can engage prospects more effectively throughout the entire buyer’s journey, leading to higher deal sizes.

Interestingly, the ad was crafted alongside a traditional marketing agency, adam&eveDDB, who seem to have got their client in hot water with insufficient knowledge of the pitfalls of greenwashing. For instance, the group may be putting ‘the weight’ of their finance into clean and renewable energy but that’s failing to mention the oodles of finance towards fossil fuels. An irony of all this is that the day before the adverts were banned, HSBC were running workshops on how to spot and deal with greenwashing. It’s an environmental nuance that was absent in the ads – and that, our friends, is greenwashing. 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.

When sales and marketing work together, using personalized outreach and the right tech, magic happens—higher conversions, stronger pipelines, and happier customers. A generic marketing approach couldn't convert these high-value prospects. Depending on the size of the company you’re selling to, there may be an entire group of people who all give input on the final buying decision. After working with Acclaro to account based marketing examples use an ABM strategy, HealthLink Dimensions experienced a 234% increase in its new customer pipeline. This means you spend less time sorting through your data and more time connecting with the right targets.

Send customized email outreach

ABM, on the other hand, targets specific high-value companies that match your ideal customer profile (ICP). Lead generation and account-based marketing (ABM) both help fill your sales pipeline, but they use different approaches. By building strong, authentic relationships with prospects, you will have the solid foundation needed to nurture them into loyal, long-term customers. Account-based marketing might be most effective for enterprise clients, but the goal remains to build personal relationships with key stakeholders and the people who make decisions. The firm xGrowth helps tech companies curate ABM strategies to reach high-value targets.

Its marketing and sales teams have targeted 500 accounts simultaneously, with just six dedicated marketers working on ABM activities with sales. It also shortens the sales cycle, increases deal value, and makes it easier to engage, nurture leads, and convert more strategic accounts. But for marketing and sales teams that are embarking on ABM for the first time, developing an effective ABM campaign is difficult.

Sendoso: Direct mail for key decision-makers

• A one-size-fits-all approach won’t drive engagement—tailor every message based on the target company, industry, and decision-makers.
• ABM may be focused on the objective of protecting and growing existing accounts, or on winning new business from specific target accounts – or on a combination of both.
• An account-based marketing approach to B2B marketing requires a deep understanding of your target accounts and a collaborative effort between marketing and sales teams.

Legere didn’t just love the campaign, he also shared it on Twitter to his 5.9 million followers. Along their journey, Gums equips T-man with image-recognizing digital marketing technology that helps him spread the word about T-Mobile. Then, we used the Contacts feature of Sales Intelligence to identify individual prospects’ contact information. In 2021, we launched our own ABM campaign targeting payment providers that serve eCommerce companies.

Because ABM targets high-value accounts, marketing budgets are spent on prospects most likely to convert. Also known as ABM, account-based marketing is a strategy that targets specific companies with personalized campaigns, rather than targeting large groups. You can even follow them on LinkedIn and react to their industry posts and messages. Your target accounts will then recognize your company, and you can start building a rapport through digital connection.

It’s not about more leads – it’s about the right accounts, engaged the right way. It needed a way to drive demand, accelerate deal velocity, and better support their sales and customer success teams without wasting spend on low-fit prospects. Their campaigns were reaching the wrong accounts, lead quality was inconsistent, and fragmented attribution made it nearly impossible to connect effort with outcome.

Sync Marketing and Sales

Using aggregated, anonymized Deal Intelligence data, I connected demo activity to real CRM outcomes, then compared deals with Storylane demos against deals without, inside each pipeline. ABM allows you to create personalized marketing and sales messages that speak directly to individual accounts' needs and pain points. Invoca's smart move paid off big time as it significantly outperformed its lead generation and pipeline targets.

This process of surveillance allows the company to engage the right people for determining final sales decision. They then created their ideal customer profile, and increased their customer engagement by 22%. Companies can also use this tactic to social proof their salespeople and hone their forecasting on decision-making processes. Some companies also interview the specific target account’s sales reps and marketing team to understand their marketing approach and pain points. Running ABM campaigns that are memorable and have a wow factor increases the likelihood of your campaign succeeding and resulting in a personalized first impression.