Account-Based Marketing: Case Studies & Examples of Successful Campaigns

ABM requires collaboration between sales and marketing teams, which can improve overall communication and alignment between the two departments. This can help you build stronger relationships with your target accounts and increase their engagement with your brand. By focusing account based marketing examples your resources on these accounts, you can improve your ROI and maximize your marketing and sales efforts. The Apple Watch served as a tactile reminder for the meeting appointment and follow-up. The content was tailored specifically to Legere's interests. Such emotional connection sets companies like Microsoft apart in today's social media-driven world.

• 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.
• Start with a focused strategy, choose the platforms that fit your customers, and commit to testing content, ads, and engagement tactics consistently.
• “Finding people with the right skills for ABM can be really tricky.
• This strategy has helped Restaurant Furniture Plus save money on paid advertising, and increase its base of recurring customers.
• This enables you to A/B test and optimize campaigns so you’re constantly improving upon your content.
• Rather than casting a wide net, you’re carefully selecting specific companies and creating personalized experiences just for them.

Interactive demos reveal which features prospects explored, where they spent time, which stakeholders engaged, and where they dropped off. Further, creating persona-specific, industry-tailored, or localized video content means producing multiple versions of each asset — a multiplication problem that quickly becomes unmanageable. The ability to generate a localized demo without re-recording or hiring a voice actor changes the economics of localization for inside sales teams that are already stretched thin. That's a fundamentally different value proposition than "make your demos better," and it's one that VP of Sales audiences will understand immediately. This is a first look at a subset of pipelines, deal values span multiple currencies, and a handful of accounts run against each trend.

It’s this multi-faceted approach to sales and marketing that makes ABM a must-try B2B marketing strategy. While doing this, they can also integrate any account based marketing software needed to help run the finalised campaigns at scale. B2B sales and marketing meet to agree on the key accounts that will be targeted with a value-based marketing campaign. Want to power your account based marketing plan with the best ABM data on the market? The updated version delivered a 777% uplift in conversions, a 14% sustained lift in conversion rate (1.55% vs. 1.36%), and a 12–58% increase in average session length.

This personalization increases the likelihood of earning a response from the high-value client. One example is Adobe’s use of LinkedIn to connect with the decision-makers in their target accounts. Hewlett-Packard created a campaign targeting the decision-makers of their target accounts. The content can provide information and demonstrate a good understanding of the target client and their contacts.

Events + Account-Based Marketing case study

Instead of casting a wide net, BillingTree focused on its top 100 high-value prospects with an unconventional direct mail campaign to create curiosity and engagement. This strategy increased awareness and built long-term connections with key accounts, reinforcing T-Mobile’s presence and credibility in the public sector. Their personalized outreach, tailored to different leadership roles, increased engagement and ensured messaging resonated with key stakeholders. Workday increased the relevance of their ads through precise account targeting. ABM requires tight coordination between sales and marketing, as misalignment leads to wasted efforts, inconsistent messaging, and missed opportunities.

Sales and marketing alignment

Bespoke creative and cadence across digital and physical channels produced durable engagement and pipeline growth. LiveRamp, a data connectivity SaaS, piloted a classic high‑touch program for a small set of strategic Fortune 500 targets. Salesforce attributed a 32 percent pipeline increase to these healthcare accounts.

It aligns marketing and sales teams’ efforts to engage specific companies rather than broad audiences. Post-event retargeting converted 28% of engaged accounts into scheduled follow-up meetings, compared to 9% from standard post-event email outreach. The key was not just targeting the right companies, but matching the message to the specific role within those companies.

Curious to learn how ABM has increased the sales performance of B2B companies? This approach increases client retention, and subsequently, the revenue potential of many B2B companies. An account-based marketing strategy helps companies stand out from the competition with a content strategy is tailored to suit the individual client. Account-based marketing (ABM) is a marketing approach focused on creating personalized buying experiences for high-value accounts. You would not have to waste any time or effort chasing unproductive leads that do not convert.

Using AI and predictive insights to guide targeting

Meanwhile, spending on gas and oil production is still expected to increase. Are we surprised that Shell has engaged in greenwashing more than once? This truly was one of greenwashing’s most egregious examples. And yet, despite this, their marketing team thought it appropriate to ask their followers on Twitter what they were “willing to change to help reduce emissions”? That’s the straightforward yet incisive message that London’s Luton Airport ran in a series of billboard and magazine ads. Hefty bags are therefore no different from ordinary bin bags (and possibly even worse), and the lawsuit claims their misleading branding violates California’s anti-greenwashing laws.

A bold message that spoke directly to Ogilvy and Mather, challenging them to step up their game and hire Intridea. Intridea knew how to make an impact, and they were not afraid to be bold and creative to get their message across. As a scheduling software company, Calendly understands the importance of efficient appointment scheduling. 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.