Empowering B2B Marketers to Grow with Confidence

There are 4 goals ABM helps to achieve (net new revenue is just one of them). If ABM is a right fit for your company, get step-by-step guidelines on developing an ABM strategy from scratch in our ABM playbook. To develop this motion, your company should allocate the resources and build a foundation. Hence, your value proposition should be tailored to specific vertical and individual buyers.

Hopefully, these eight ABM campaign examples have inspired you to develop something whimsical and imaginative of your own. The designers and developers at Intridea wanted the advertising behemoth, Ogilvy & Mathers, to hire them for their services. With this cutting-edge technology, Gums helps T-Man get the word out about a better network provider — T-Mobile. It helps advertisers place digital ads in the spots they work the best in.

They paired these with personalized display ads for over 450 enterprise accounts, ensuring each industry saw messaging that spoke directly to their specific challenges. Their team created industry-specific landing pages addressing the distinct pain points of six key sectors. Then came the showstopper—custom direct mail kits featuring branded notebooks with client testimonials strategically placed every few pages. RollWorks faced this common challenge and developed an ingenious solution with their "Over-the-Line" campaign. Remember those prospects that seemed hot but suddenly went cold? Finally, use engagement patterns to identify expansion opportunities within existing accounts.

Create personalized content

Running a LinkedIn Event is a good way to provide value, spark conversations and network with your target prospects. Comments, likes and shares of their content, along with sharing helpful advice from your team, helps establish credibility and prove your usefulness. This helps increase recognition and trust to build relationships faster.

Healthtech ABM Measurement Framework

Create a content matrix that maps these roles against buying stages. If there's one thing that can sink an ABM campaign faster than anything else, it's misalignment between sales and marketing. Start with accounts already in your CRM that match your ICP, then layer in intent data to identify which ones are actively researching solutions like yours. Maybe they're all mid-sized manufacturing companies experiencing rapid growth, or perhaps they're enterprise healthcare organizations with specific tech stacks.

Healthtech ABM Compliance Checklist

• They identified prospects who had not progressed for 35 days and then mailed them an “Over-the-Line” kit, which included a notebook with a checklist detailing the final steps they needed to take to get started on their first ad campaign.
• These metrics demonstrate the long-term impact and value derived from your ABM efforts.
• But you don’t have to link away from LinkedIn to offer gated content.

Identify accounts actively researching solutions like yours and connect with them through tailored content. You’ll reach entire buying committees with precision messaging that drives meaningful engagement and accelerates pipeline velocity. Own the buying journey by creating lasting impact at every interaction with high-value buying groups through data-driven ABM. With DemandScience, you’re not left guessing anymore – you’re compounding wins. DemandScience runs the campaigns your team already does, with greater precision and less overhead.

Revitalize Your ABM Efforts for Better Lead Generation

It helps to craft "minimum viable tests," where marketing teams will execute a certain percentage of campaigns and measure the effectiveness of them to see where they can improve. With LinkedIn, brands have access to marketing and sales solutions and specific targeting parameters for both. In large organizations, it’s not uncommon for multiple teams to own each stage and execute on the individual tactics. Finally, account-based marketing programs effectively give sales and marketing teams shared goals and alignment.

Your win rate with ABM accounts compared to non-ABM prospects often tells a compelling story. This broader view captures ABM's full impact, extending beyond direct attribution. Influenced pipeline tracks the total value of opportunities that your ABM efforts have touched. From branded notebooks to custom gifts that relate to your value proposition, tangible touchpoints create memorable impressions. Create custom audiences based on your target account list and serve them content custom to their industry challenges. HubSpot's Smart Content is perfect for this, allowing you to display custom messaging based on the visitor's company, industry, or previous interactions with your site.

Examples of ABM campaigns

Gain insights into ad performance, account reach, and buying group alignment, helping you optimize your brand impact. Using tailored solutions ensures your ABM campaigns not only meet but exceed their goals, driving impactful results in your sector. Regularly gather input from sales and marketing teams, as well as clients, to continuously improve your strategy. Real-time data helps tailor strategies, making sure you're reaching the right people with the right message. Ideal for those aiming to closely align their sales and marketing teams and confidently engage their target accounts.

If you sell to a few select companies, say, Fortune 500 or 5000 or maybe the top XXXX companies in your industry, then you can benefit from account-based marketing. Once you’ve stopped your account-based marketing campaign — for example, when you’ve reached your campaign’s target like converting, say, 20% of your target accounts into opportunities — it’s time to analyze its performance. For example, if we were to do ABM at Convert and we had a generic report titled “How to prepare for GDPR,” we’d customize it for the industry of the target accounts.

With 84% of marketers using AI for ABM personalization, predictive models are increasing conversion rates by 22% across key accounts. This includes behaviors like frequent searches for relevant keywords, reading industry content, visiting competitor websites, or downloading solution guides. ABM intent data consists of signals that indicate an account is actively researching or showing intent to purchase a solution in your category. Artificial intelligence has emerged as a game-changer in ABM data strategy, with 84% of marketers now using AI to enhance ABM personalization. Companies using AI and intent data for ABM report significant revenue increases, with 79% seeing growth by engaging accounts at the right moment in their buyer journey. This reality makes intent data essential for identifying and prioritizing those accounts early, leading to higher win rates and faster outreach.

The warm retargeting layer should have its own separate ad set – do not mix cold and warm audiences into a single campaign or you will never know what is driving performance at each stage. Free trials, audits, specific tools, or product demos become appropriate because the account already has enough brand context to evaluate a more direct offer. The campaign was not built to generate leads – it was built to move accounts through defined stages so the sales team knew exactly which companies to contact and when.

It helps guide sales and marketing teams toward their highest-value prospects with precision and personalized engagement. Hosting events allows marketing and sales teams to develop tailored guest lists and create opportunities to interact with decision makers. BetterCloud, a SaaS operations management platform, sought to enhance data quality and improve the efficiency of their abm campaigns sales and marketing teams while executing more impactful ABM campaigns. Account-Based Marketing (ABM) has proven itself as a high return strategy for B2B organizations aiming to drive targeted engagement, align sales and marketing teams, and secure high-value deals.