5 Best Account-Based Marketing Examples in 2024

Introduction

Digital marketing is growing and setting new benchmarks as we speak and this is especially true in the case of account-based marketing. The global market for ABM is expected to go beyond $1.6 billion by 2027. This simply proves that ABM is here to stay. 

So, businesses need to adapt and leverage account based marketing (ABM) strategies to stay competitive. Moreover, ABM allows companies to personalize their marketing efforts towards specific high-value accounts, rather than broadcasting generic messages to a wide audience

But what exactly is it and what are some of the account based marketing example? Let’s discuss all of that in detail now. 

What is account-based marketing?

At its core, Account-Based Marketing (ABM) is a strategic approach that prioritizes targeting specific high-value accounts over a broad audience. 

In addition to targeting specific high-value accounts, Account-Based Marketing (ABM) involves a multifaceted approach that integrates various marketing channels and tactics. This can include personalized email campaigns, targeted advertising on platforms such as LinkedIn or industry-specific publications, content marketing tailored to address the pain points of the target accounts, and even account-specific events or webinars.

Overall, Account-Based Marketing represents a strategic shift from traditional mass marketing tactics towards a more targeted, personalized, and relationship-driven approach.

Now, let’s try to understand how ABM actually works in the real world.

How account-based marketing works?

ABM begins with a process of identifying and prioritizing target accounts based on a set of predefined criteria. This process often involves collaboration among marketing, sales, and relevant departments to ensure alignment in selecting target accounts.

Once the target accounts are delineated, personalized marketing campaigns are tailored to engage decision-makers and influencers within these accounts. Leveraging a blend of channels such as email, social media, content marketing, and personalized advertising, businesses deliver pertinent messages to key stakeholders at opportune moments.

For instance, a B2B marketing SaaS company eyeing enterprise-level accounts might create bespoke landing pages or whitepapers tailored to the specific pain points of each target account. Additionally, account-based advertising platforms could be used to deliver personalized ads to pivotal decision-makers within these accounts.

By directing resources and efforts toward a select group of accounts, ABM empowers marketers to deliver highly targeted experiences that resonate with their audience. This personalized approach not only enhances the likelihood of engagement and conversion but also promotes enduring relationships with key accounts.

3 Types of account-based marketing

When it comes to account-based marketing there are three major types that you should be aware of. Let’s discuss what are those here. 

1. Strategic ABM

Strategic ABM involves meticulously targeting a select few high-value accounts with bespoke marketing campaigns. Ideal for businesses with complex sales cycles and high-value deals, this approach demands a profound understanding of target accounts and substantial investments in personalized content and messaging.

2. ABM lite

ABM Lite targets a broader group of accounts sharing similar characteristics, employing personalized messaging and content. More scalable than strategic ABM, this approach suits businesses with a wider target market, allowing them to reach a larger audience while delivering personalized experiences.

3. Programmatic ABM

Combining the scale of traditional marketing automation with the precision targeting of ABM, Programmatic ABM automates the delivery of personalized messages to target accounts across multiple channels. This approach enables businesses to efficiently reach a large number of target accounts while delivering relevant and personalized experiences.

We hope you have now gotten a pretty good picture of what account-based marketing is and how effective it can be. Now let’s discuss the best ABM strategies that you can use. 

7 Best ABM strategies

1. Identify and prioritize target accounts

The process commences with identifying and prioritizing high-value target accounts based on predetermined criteria. Collaboration among marketing, sales, and relevant departments ensures alignment in selecting target accounts.

2. Develop account specific messaging

Tailor messaging and content to address the unique needs and challenges of each target account. Personalization is pivotal in engaging decision-makers and influencers within these accounts.

3. Leverage multi-channel marketing

Employ a blend of channels, including email, social media, content marketing, and personalized advertising, to engage target accounts across multiple touchpoints. Diversifying marketing efforts enhances reach and engagement, thereby driving better outcomes and maximizing ROI.

4. Engage decision-makers and influencers

Identify key decision-makers and influencers within target accounts, tailoring marketing efforts to resonate with their roles, responsibilities, and challenges. Understanding the buying process and decision-making hierarchy facilitates impactful engagement.

5. Align sales and marketing efforts

Promote close collaboration between sales and marketing teams, ensuring alignment around target accounts, messaging, and goals. Synchronized efforts lead to a more integrated approach to customer acquisition, yielding superior results.

6. Measure and optimize performance

Track and measure the performance of ABM campaigns using key metrics such as engagement, conversion rates, and pipeline growth. Leveraging data and analytics, businesses gain insights to optimize campaigns and drive continual improvement.

7. Iterate and scale

Continuously refine and optimize ABM strategies based on feedback and results. As insights accrue, explore opportunities to scale efforts and expand into new target accounts or segments, facilitating sustained growth and maximizing ROI.

5 Best examples of account-based marketing

1. Adobe

Adobe, a software giant, uses ABM to target specific industries like healthcare and finance. They create personalized content and ads tailored to the needs of decision-makers in these sectors, resulting in increased engagement and conversions.

2. IBM

IBM employs ABM to reach key accounts in the technology sector. They host exclusive events and webinars focusing on industry trends and innovations, attracting decision-makers from target companies and promoting valuable relationships.

3. Cisco

Cisco, a leader in networking technology, implements ABM to connect with enterprise clients. They send personalized direct mail packages containing relevant insights and solutions, capturing the attention of key stakeholders and driving sales opportunities.

4. HubSpot 

HubSpot, a marketing software provider, leverages ABM to engage with high-value accounts. They create customized email campaigns and content offers targeting specific industries or company sizes, resulting in increased lead quality and conversion rates.

5. Salesforce

Salesforce uses ABM to nurture relationships with enterprise customers. They create tailored content and events catering to the unique needs of key accounts, positioning themselves as trusted advisors and driving revenue growth.

Conclusion

Account-based marketing is a potent framework for driving growth and nurturing relationships with high-value accounts in the B2B SaaS.

You should incorporate the best strategies in order to make sure you use them to the fullest. This requires the expertise of B2B marketing consultants and here is where we come in!

We are helping many B2B companies with account-based marketing with the best and proven strategies. Reach out to us now if you wish to avail the best ABM services in town.