12 Account-Based Marketing Examples That Actually Drove Pipeline

You know exactly which campaign creative they engaged with, how often, and where they are showing traction in the funnel. These third-party signals are often vague, delayed, and not tied to the actual buying committee that’s engaging with your campaigns. Their team moved beyond sales-nominated accounts to an intent-driven list, ensuring marketing and sales were spending time only on truly active buyers.

ABM is ideal for B2B companies with long sales cycles and high-value deals. It includes selecting channels, tailoring content, and tracking KPIs like engagement and pipeline velocity. 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. In ABM, marketing and sales teams work closely together to identify, target, engage, and convert specific high-value accounts. These high-touch efforts show value, increase engagement, and build trust with specific companies and buying groups. It involves a deep understanding of the target accounts’ pain points, needs, and goals, and then crafting personalized content, offers, and experiences that resonate with them.

But doing this with generic messages simply places you in a sea of similar outreach. This sounds like a lot of work, and it is if you’re doing this manually across all your target accounts. 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. The ABM programs producing meaningful pipeline aren't the ones with the largest budgets, they're the ones that operate fastest from signal to engagement.

For example, third-party intent data and landing page traffic tracking can provide insight for personalised engagement and prioritisation of sales follow-up. This approach uses martech, intent data and adtech such as programmatic ABM, to apply ABM at scale by delivering personalisation en masse to a wide pool of target accounts and prospects. 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. It's important for prospects to find your articles at the top of Google results, as it shows them you are an expert. In these cases, your marketing and sales teams must act swiftly to address these accounts' needs and create timely content.

This makes marketing efforts much more effective, saving time and resources. Instead of casting a wide net, businesses can focus on high-value prospects who are more likely to convert. With advanced data and AI tools, ABM helps companies identify and target the right accounts more accurately.

With platforms like PrimeRole, you can enhance your ABM efforts even further, ensuring your sales pipeline is stronger and more efficient. When your teams are on the same page, your messaging is tailored to each account’s needs, and you’re making decisions based on real insights, ABM becomes incredibly powerful. Whether you're just starting out or you’re a big enterprise, ABM helps you focus on the most valuable clients, build stronger connections, and see better results.

Without pristine, reliable data, even the most creative ABM strategy is just guesswork. To truly succeed, you need to see how leading companies orchestrate complex, multi-channel campaigns that win high-value accounts. Discover 8 real-world account based marketing examples with practical tips, metrics, and templates to win key accounts. Generated £1.3M pipeline by focusing on UTM parameters personalisation.

Casting a wide net doesn’t work that well, instead, ABM has us focus on targeting high-value accounts with tailored content and personalized outreach. Beyond testing, direct feedback from sales and marketing provides valuable insights into account behaviors. Account progression metrics also show how far targeted accounts move down the sales funnel, revealing whether your strategy effectively nurtures prospects.

Alignment between sales and marketing

Technology tools like marketing automation and artificial intelligence can help you automate many account-based marketing processes, including identifying accounts and engaging buyers. Once you've selected your target accounts, ABM takes time, effort, and coordination. While early ABM practitioners had to sift through mountains of CRM data to find the information needed to personalize engagement with target accounts, new technologies surface these insights instantly. Early versions of ABM were attempted by companies using the first CRM technology in the late 1990s and early 2000s, but it wasn’t until the 2010s that ABM really took off. B2B companies with account-based marketing programs report a 38% higher sales win rate and 91% larger deal sizes, leading to 24% faster revenue growth.

• Imagine engaging your dream clients by inviting them onto your show as expert guests, turning key decision-makers from cold prospects into collaborative partners.
• Your CRM can come in handy with this process by giving you data about accounts and how you can streamline the sales pipeline.
• Some say ABM is most effective for B2B companies that sell to a few large key accounts or accounts of a certain size in a specific industry.

Using multiple channels ensures you reach your audience where they are most active and increases the chances of engagement. Once your campaigns are ready, it’s time to engage your target accounts across multiple channels. This means creating messaging that directly addresses the pain points and objectives of each account. After identifying your target accounts and understanding their needs, it’s time to build personalized campaigns. By defining what these companies need, you can tailor your product offering to meet those needs directly, showing that your product is exactly what they’re looking for. Needs Needs are similar to pain points but focus on what the company specifically requires to overcome those challenges.

ABM retargeting allows you to re-engage with companies that have already interacted with your brand. By focusing on their pain points, your message feels more relevant and speaks directly to their needs. Instead of sending generic messages, you create custom content for each target account. Then, you can optimize your campaigns by tweaking your messaging, adjusting your targeting, or trying new strategies to improve your results.

How Dialpad used Demandbase’s ABM marketing tools to remove the divide between sales and marketing

To reach your target accounts and the key stakeholders, figure out which channels they use most to research trends and solutions. Once you’ve chosen your target accounts and individuals, you need to develop personalized campaigns designed to resonate with them. Your main goal when engaging each stakeholder is to help drive consensus for a purchase decision. The first step is co-developing an ABM strategy so sales and marketing can work together as parts of a joint “account team.” When marketing and sales share a similar mindset – how to target and land accounts – they can collaborate around a common goal. While the top objective is to land new accounts or expand business with existing ones, marketing and sales should define smaller goals that align to the bigger goals.

Instead of generic outreach, every touchpoint is part of a choreographed effort. Effective account based marketing examples often bridge the gap between marketing engagement and sales execution. They create custom research reports for Fortune 500 companies, addressing the specific technological and market challenges those enterprises face. This method is one of the most effective account based marketing examples for nurturing long-term, high-value relationships and establishing your brand as the go-to resource in your niche. This approach uses assets like whitepapers, custom research reports, and executive insights to build credibility and surround key prospects with your brand's expertise.

You shouldn’t be sending identical messages to your prospects across different channels as it can overwhelm them. It’s time to execute your account based marketing campaign — yey! And since you found out a lot about them in the previous step, make sure your content is relevant to the pain points they want to solve. It allows Instances of account-based marketing you to search for your target accounts by entering some information and keywords like industry, company size, position, software used, and others. Follow the steps below to ensure you’d get the most of your account based marketing plan.