Account-Based Marketing: Examples, Tactics & Strategy 2026

Radius, a B2B data and predictive marketing company, was looking to hit their lofty revenue targets while also helping their customers better understand what Radius offered. We dedicated a lot of time and resources to understanding their buyer personas so that we made sure our marketing efforts were going to the right person with the right message. If you want to generate leads through ABM, you need a data-backed campaign that’s full of creative plays. ABM works largely because of the combined power of marketing and sales hyper-focused on the accounts with the highest potential.

Rather than splitting resources between lead gen and ABM, the entire GTM org is structured to win and account based marketing examples expand within a focused TAM. The best programs track not just clicks and opens, but pipeline influence, sales velocity, and account engagement over time. Done right, this builds familiarity, increases trust, and helps accounts self-navigate deeper into the funnel. According to Salesforce, 73% of B2B buyers expect vendors to personalize their engagement to their needs, and that number is probably going to increase, so keep that in mind. The key isn’t just adding a name, it’s showing you understand the actual context and each individual lead’s current buying stage and other relevant circumstances.

These tools help automate social media posts, track engagement, and analyze data to help you better understand your target audience and how to reach them. “I explain the product I give you all the details then you make the decision that’s what we do. Creating content with your network can help you grow your reach and earn trust with new followers. Community in social media marketing also includes creating a network of other brands, businesses, and creators. As you engage on each social media platform, you’re growing a base of potential customers—and also a community of fans around your brand. Contests are an easy and affordable way to increase reach for your brand on social media.

How to Align Sales and Marketing Around an ABM Strategy

The sales cycle is also streamlined by your marketing and sales alignment, as well as the consistent and personalized customer experiences you offer. Rather than experimenting with different tactics to prospect and qualify a large pool of leads, ABM confirms the accounts you target are the right ones for your business and vice versa. He said custom offers give prospects a reason to take meetings or engage in conversation. That’s because your content and interactions are tailored in a way that shows them how your specific products, services, and other offerings are what they need to solve their challenges. Davidson and Wingrove both made it very clear that account-based marketing aligns the sales and marketing team in a way that might not be possible otherwise.

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Thanks to a tailored strategy, the company now boasts over 60,000 client accounts. Built-in filters ensured they focused on companies that met specific criteria. Gartner reports that ABM increases overall account engagement by 28%. These insights help you identify what’s resonating with your target accounts and where prospects are dropping off.

Start with a social media marketing strategy

It reported a 300% increase in page views and a 22% increase in sales, and tripled homepage conversion rates (Source). Telecoms company O2 built personalized financial reports for over 2,000 employees across target companies, showing each prospect a tailored business case, and reported a 67.5% conversion rate on the campaign (Source). Pick your three highest-value verticals, build one content track and one ad message per vertical, and measure content consumption from your named list specifically – not site-wide traffic. Legere shared it publicly, a meeting followed within days, and GumGum landed the account (Source). Get instant access to clean, verified leads your sales team actually wants.

A healthcare company visiting the site would see healthcare-specific messaging, a healthcare case study, and a CTA for a healthcare-focused demo. An enterprise security company created short personalized video messages for their top 25 target accounts. After the event, they retargeted engaged accounts with follow-up content and meeting requests. Two weeks before each event, they launched LinkedIn and display campaigns targeting attendees from their target account list.

MetadataONE AI agents target your best-fit accounts across every paid channel, optimizing toward meetings and pipeline rather than clicks and impressions. The root cause was a disconnect between marketing's definition of an "engaged account" and sales' criteria for outreach-readiness. The multi-channel approach generated a 67% higher response rate to the direct mail piece compared to a control group that received direct mail without the digital warm-up. Platforms like MetadataONE integrate intent signals directly into campaign targeting, allowing AI agents to automatically adjust budget allocation toward accounts showing active buying behavior. By concentrating their ad spend and sales outreach on these intent-qualified accounts, they increased their meeting-to-opportunity conversion rate by 47% and reduced their average sales cycle by 22 days.

Tactic 2: Creating engagement with personalised events

ABM requires that marketing and sales engage each person on the buying team in a personalized way. That well-considered approach matters at a time when buyers are increasingly insistent on outreach tailored to their business and even their personal interests within the business. By combining efforts and resources, marketing and sales can more efficiently engage and convert accounts. ABM perfectly complements the traditional, short-term marketing goal of generating leads with efforts aimed at driving long-term revenue growth.

• With an understanding of what ABM is and how it can help your company grow, the next step is to look at how to implement this process.
• Are you ready to take your account based marketing (ABM) campaigns to the next level?
• For example, Userpilot’s three-month ABM pilot saw a 10x return on pipeline-to-spend, demonstrating its effectiveness in engaging larger accounts with higher ACV.
• This provides a highly targeted message to decision-makers searching Google for a product or service like yours.

Account-Based Sales Development (ABSDRs) and Coordinated Sales Plays

Now that you have a list of prospects, it is time to start tiering them. Using Leadfeeder, CloudTalk identified and targeted 1,000 new prospects each month who visited their site but didn't sign up for a trial. With an understanding of what ABM is and how it can help your company grow, the next step is to look at how to implement this process. Engaging several fintech companies with tailored webinars and industry-specific case studies. All of your marketing and sales efforts come with some degree of flexibility. Programmatic ABM requires a less intense understanding of high-value accounts.

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. Agreeing from the get-go on the ultimate goal of the ABM program helps marketing and sales get in sync and figure out the most fitting target accounts and the best strategy for reaching and engaging them. Getting sales and marketing working as a cohesive account team is the ultimate secret to success. Serving targeted content and messages that resonate takes up-front work, and customers will recognize and appreciate this – and the fact that you don’t waste their time with ones that are off the mark.

The key to this success was creating content tailored for different industries and contextualised for specific buying stages. This included customer testimonials, white papers, and case studies that spoke specifically to targets across different industries. By building personas, DocuSign was able to target more than 450 enterprise-level accounts with targeted ads featuring specific messages and visuals. This is where account-based selling becomes the pen that’s mightier than the sword.

They expect vendors to understand their unique challenges and offer tailored solutions. Meanwhile, their marketing team took to social media to connect with their targets. Their website traffic increased by 50% just by showcasing those beautiful office spaces and leads increased by 20%. Especially when you’re promoting content that’s already played well organically, as Hers did in this campaign. 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. Sadly, as you may have guessed with our being on the topic of greenwashing, the message wasn’t to be trusted.