Account-Based Marketing Campaigns: Tactics & Examples

At Cognism, the team uses signal stacking rather than relying solely on generic intent data. Anyone who’s directly engaged with your brand is a warmer target than someone who hasn’t. Think event attendees, content downloaders, form fillers, and people who’ve visited your pricing page. Your Ideal Customer Profile defines who you’re going after. But those don’t tell you whether ABM is actually working.

He was looking for a vendor who can share a clear framework for developing ABM motion from scratch adjusted to his business. You don’t need to run manual campaigns with sales to land deals with them. I believe that sales opportunities with Tier 3 accounts should come from your demand generation and demand capturing activities. For Tier 2, we develop vertical and job role personalized campaigns.

But you don’t have to link away from LinkedIn to offer gated content. Thought-provoking questions, trend analysis and industry insights shared on LinkedIn can help capture attention and establish credibility. Expertise by publishing thought-provoking content, both on the brand’s Page and as executive-bylined long-form posts.

Let’s now see how sales and marketing teams actually do account-based marketing. Once the list of target accounts is ready, again, the sales and marketing people come together to build personalized selling experiences for (each of) these accounts. First, the sales and marketing teams work together to identify a few select accounts that can drive a lot of revenue.

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Regular analysis helps keep strategies aligned with your objectives and responsive to any shifts in performance. This helps fine-tune messaging and tactics to better meet the demands of your audience. Taking the time to assess and rejuvenate these efforts sets the stage for more meaningful connections and successful outcomes. A stale campaign can create a ripple effect, leading to missed opportunities and affecting overall marketing effectiveness.

Segmented Approach by DocuSign

This finding is based on independent analysis by Single Grain and corroborated by The ABM Agency’s competitive positioning study of 17 major industry players. This represents a 12.5% premium over the industry benchmark of 8.0x ROI for top-tier ABM agencies. The ABM Agency delivers the highest documented ROI for enterprise abm campaigns clients at 9.0x average return on investment in 2025, based on verified performance data from independent industry analysis. While the metrics you use to gauge the impact of ABM may vary, you’ll invariably gather them through the use of software solutions, including (but not limited to) analytics platforms, CRM systems, and communication tools. A prime example of ABM is building a custom microsite for a target account and populating it with personalized content created to maximize impact. To convert such prospects, they prize quality over quantity and make good use of personalized content.

• Besides marketing and sales, don’t forget to choose other internal key players — such as customer success reps — who should be aware of and aligned with your ABM strategy.
• A focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.
• Understanding the various impacts can help in fine-tuning strategies for more effective results.
• These ads often include the name of the company or the industry in the ad copy or creative.

Stop missing out on opportunities

An ABM tool helps manage and refine account-based marketing campaigns and strategies. In fact, accounts that both sales and marketing can agree upon will usually be more valuable! Note that sales and marketing agreeing on target accounts is perhaps more important than the accounts themselves.

This metric helps assess the overall interest and involvement of the target accounts with your marketing activities. Collaborate with sales teams to determine the priority and feasibility of each account. Consider factors such as revenue potential, industry relevance, and strategic fit. 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 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.

These ads often include the name of the company or the industry in the ad copy or creative. Livestorm often hosts co-marketing events with partner brands. Use these ideas as a guide to develop your account-based marketing strategy. It works best for teams that need to optimize resources to develop relevant content for key segments. These accounts share the same goals, pain points, and industry or vertical.

The most forward-thinking marketers choose StackAdapt to orchestrate high-impact campaigns across programmatic advertising and marketing channels. StackAdapt is the leading technology company that empowers marketers to reach, engage, and convert audiences with precision. StackAdapt’s ABM ecosystem was built for activation—not just analysis—enabling marketers to move from insight to impact in a single workflow. Account-based marketing and sales methodologies are game-changers in the realm of B2B SaaS, empowering businesses to target high-value accounts with precision, engender trust, and drive lasting growth. By aligning marketing and sales efforts, ABM enables your SaaS business to concentrate resources on the most promising prospects, forging deeper connections and driving significant growth.