Best ABM Campaign Examples for B2B SaaS in 2026

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. Then, their salespeople visited the lead's website to determine if the lead was a potential customer. For example, CloudTalk, a company that provides brands with smart call center software, recently began implementing account-based marketing. Engaging several fintech companies with tailored webinars and industry-specific case studies. Targeting a large enterprise client with customized presentations, reports, and executive outreach. For instance, a Facebook advertisement campaign could be customized based on company data such as industry, niche, size, needs, or location.

Account-based marketing (ABM) is a B2B strategy where marketing and sales teams focus on a defined set of high-value target accounts, treating each as its own market. For example, prospects in the healthcare industry see ads and website popups leading to a personalized toolkit with webinar best practices for healthcare. When enterprise prospects visit our site, they see dynamic content that speaks directly to them and their needs. Hosting events allows marketing and sales teams to develop tailored guest lists and create opportunities to interact with decision makers. Later, we often make the content available as automated webinars to provide value to a wider audience.

When planning webinars, it’s important to conduct competitor research to see what’s already available (and when). And though a webinar should always be built around providing value (usually by showing how to do something, exploring a key topic, or helping people solve business problems), that doesn’t preclude promotion. Not everyone with valuable knowledge is suited to producing or even contributing to conventional marketing content, but there’s another way to turn knowledge into promotional impact. A company known for collaborating with trusted businesses is a powerful resource, and knowing of such connections can lead a prospect to convert. By teaming up with successful businesses that reach their target audiences without overlapping services, companies can engage in valuable mutual promotion. This often slows down the sales process because it starts with a lower-level employee and moves slowly toward the primary decision-maker.

Start social listening

Davidson said, “Ideally, everything you’re doing from the sales and marketing sides, you’re doing together.” He said custom offers give prospects a reason to take meetings or engage in conversation. 🧡 The easiest way to support internal account-based marketing alignment is with the help of software, like HubSpot, which makes connecting your marketing and sales teams exceptionally easy. Learn how to define your ICP, build targeted campaigns, and align teams with templates, checklists, and insights from top B2B marketers. Essential ABM tools include account identification and intent data platforms, CRM systems, marketing automation software, personalization tools, and engagement platforms like webinar software.

The buying committee is covered, the messaging is persona-specific, and sales and marketing are moving in lockstep. The account has recently mentioned cost-cutting in a sales call, a new VP of Sales has just started, and the finance department is now engaged in the evaluation. The right account based marketing metrics help you understand whether your strategy is successfully engaging target accounts and moving them through the buying journey. GTM Studio helps orchestrate custom workflows, while AI agents in GTM Workspace surface critical account insights by reasoning across CRM, intent, and conversation signals. ZoomInfo Marketing and ZoomInfo GTM Workspace provide the comprehensive contact, company, and intent data needed to power an ABM strategy. Your CRM, email platform, advertising tools, and sales engagement systems must work together.

Stronger sales and marketing alignment

For example, after 50+ impressions (aware stage) and a couple of clicks, an account might start seeing a more product-focused ad and get a friendly intro email from their assigned BDR. And I’d second that confidence on LinkedIn ads because the platform allows you to get in front of exactly the right people at target accounts. Competitor” campaign, the rep’s email would directly address how they stack up Abm content tactics to that competitor (because they knew that was the prospect’s interest!). For a pilot ABM campaign, you might start with a few hundred accounts rather than thousands. The foundation of any ABM strategy is knowing exactly who you’re targeting.

Analytics and Reporting Tools

This kind of situation is caused by the fact that marketing and sales KPIs are often separate by design. If an ABM lead generation supplier can’t tell you exactly where they get their leads, or how they authenticate them, don’t use them. As B2B marketers, our time is often very limited and we’re pulled in hundreds of different directions almost daily. If they’re already aware of your brand when you you start your lead generation campaign , it’s easier to move them along the marketing funnel.

Know the Type of ABM You’ll Be Using

And their MQA stage was the ‘interested’ stage (5+ ad clicks, 10+ engagements, or 3+ webinars attended and an onboarding/ux audit session). And even when the returns deplete, teams don’t rethink their budget allocation. A high coverage rate indicates you’re effectively penetrating your target market, whereas a low coverage rate suggests gaps in your outreach. Once TAM is defined, track your market penetration by measuring what portion of those target accounts you’re actually engaging. If you are looking for the best ABM tactics that go beyond surface-level advice like “align sales and marketing” or “make personalized ads,” this article is for you.

What Is Account Based Marketing?

They leverage their expertise, industry knowledge, and trust-building skills to establish rapport and credibility, positioning the company as a valuable partner for solving their challenges. They provide input on messaging, content, and tactics that will resonate with the target accounts, based on their deep understanding of the accounts’ pain points and objectives. They bring their knowledge of the market, industry, and customer insights to help determine which accounts are most likely to generate significant revenue and align with the business objectives. The alignment and synergy between marketing and sales are key to achieving the goals of ABM and driving revenue growth. Sales plays a crucial role in ABM by identifying key accounts, providing insights into buying committees, and coordinating personalized outreach.

• The most effective programs use triggered direct mail that activates based on specific prospect behaviors or milestones.
• Once marketing and sales are aligned on approach and which accounts to target, it’s time to map out a go-to-market plan.
• These platforms also provide analytics on which materials are most effective at advancing deals, creating a feedback loop for continuous improvement.
• Train sales teams on how to effectively personalize these materials using data from the CRM and insights from previous account interactions.
• Here, first you identify target accounts, then expand by reaching key people in those accounts, engage them with tailored content across channels, and finally turn customers into Advocates to drive referrals and expansion.

This approach allows digital marketers to prioritize resources and concentrate efforts on opportunities that have the highest potential for return on investment. By integrating ABM into your company’s overall sales and marketing strategy, you can drive revenue growth, improve customer retention, and foster collaboration across your organization. These tools include CRM and marketing automation platforms, account intelligence tools, personalization and content marketing tools, and analytics and reporting tools. And sales and marketing teams that are using DeckLinks can track engagement of their sales and marketing content, like sales decks and marketing presentations. With analytics solutions in your arsenal, you can easily track KPIs for success tracking and stay on top of trends that impact results – helping unlock opportunities for sales optimization at every opportunity. With personalization tools, you can effectively deliver content based on specific account insights that resonate and captures their attention.

Connecting Marketing and Service Experiences

As a best practice to figure out which channels work best, start with pilot strategies and programs before making larger investments. Shared dashboards encourage transparency, aligning marketing and sales on goals, ABM KPIs, tracking progress, and refining strategies together. The good news is that investing in a unified ABM platform (like Madison Logic) helps remove these silos by centralizing account insights and engagement data in a single source of truth. It’s not an uncommon problem and the one most recognized by marketers when evaluating their campaign success with data—65% of B2B marketers citing that silos hurt campaign effectiveness and clarity. Touch One was a customized mailer with communication recommendations for the HR industry. Their marketing team wanted to provide highly personalized materials to key accounts that address their industry-specific sticking points.

This level of customization only makes sense when the deal size justifies the investment. Those results reflect what happens when audience targeting, intent signals, and campaign execution run from a single, accurate data foundation rather than disconnected point solutions. Intent data identifies accounts actively researching solutions. The investment required for one-to-one ABM only makes sense when the deal size justifies it.

Uncovering the roots of Account-Based Marketing provides a captivating look into its past while also giving us an idea of where it may be headed in the near future. In fact, according to a study by Alterra Group, 97% of marketers reported that ABM had a higher ROI compared to other marketing initiatives. ABM can help companies to significantly maximize ROI by creating personalized or customized campaigns that target accounts individually or at scale. Fortunately, marketing is constantly evolving, and from time to time, it will offer all of us new solutions. Whether you choose to experiment with this marketing strategy or not, ABM teaches us that when marketing and sales truly work together, great things can happen.

While 76% of marketers already report higher ROI with ABM compared to traditional marketing initiatives, basic ABM tactics are insufficient to stand out in today’s competitive B2B landscape. Seasoned marketers aiming to elevate their strategies are turning to advanced ABM tactics to unlock greater revenue potential. In addition to built-in capabilities like Account Targeting, LinkedIn also offers a variety of partner solutions and integrations to help take your ABM efforts on the platform to new heights. A number of new tools and technologies on the market have made ABM more practical by enabling marketers to deliver targeted messages with improved precision. As long as you maintain an upward trajectory, you’re on the right track. Until you smooth out all the wrinkles and your ABM program kicks into high gear, you’re far more likely to see incremental improvements rather than mind-blowing results.

For instance, implementing an ABM strategy may pose challenges for a B2B manufacturing company in aligning their sales and marketing teams. This can be tricky in organizations where sales teams work and have traditionally been kept separate but it’s key for creating alignment on goals, accounts targeted, and marketing messaging. To ensure that Account-Based Marketing initiatives take off, marketing and sales both need to be fully aligned. According to a Forrester survey, a significant number of marketers (56%) believe that using personalized content and 43% believe that advanced data management are crucial factors for achieving successful account-based marketing. Learn how inbound sales reps use content, social media and marketing automation to turn high-quality leads into customers.