ABM Campaign Examples: Real B2B Strategies

Account-based marketing (ABM) has become a core strategy for B2B organizations that want to land and expand high-value accounts. But while the concept of ABM is widely understood, execution can vary greatly depending on company size, industry, and goals.

Looking at real-world ABM campaign examples can help clarify how to personalize outreach, align sales and marketing, and drive demand in target accounts. In this article, we’ll walk through several ABM campaign examples from various industries, breaking down what made them effective and how you can apply similar tactics to your business.

Table of Contents

Why Review ABM Campaign Examples?

ABM is not a one-size-fits-all strategy. It includes different tiers (one-to-one, one-to-few, and one-to-many) and a variety of tactics across multiple channels. Reviewing detailed ABM campaign examples gives you:

Clear ideas on how to structure your campaigns
Inspiration for messaging and personalization
A framework for aligning marketing and sales
Practical ways to measure success

Whether you’re new to ABM or refining your current strategy, these examples offer insights into real execution—not just theory.

Example 1: Personalized Microsite for a Tier-1 Prospect

A cybersecurity SaaS company was targeting a global bank with a long buying cycle and multiple stakeholders. Instead of cold outreach, they created a personalized microsite specifically for that one account.

Tactics used:

A custom welcome message referencing the bank’s recent initiatives
Content tailored to their specific industry and compliance needs
A video demo with the client’s logo and relevant use case
A call to action offering a private consultation

Results:

The microsite had a 60% engagement rate among key stakeholders
The account moved from cold to qualified opportunity within 3 weeks

This is one of the more advanced ABM campaign examples, but it shows the power of deep personalization and account-specific landing pages.

Example 2: LinkedIn Ad Campaign Targeting CFOs in Mid-Sized Firms

A financial automation software provider ran a one-to-few campaign focused on CFOs in mid-sized retail companies. They wanted to raise awareness and drive demo requests through paid social.

Tactics used:

Sponsored LinkedIn posts featuring industry benchmarks
Video testimonials from similar-sized companies
Dynamic ads that inserted the viewer’s company name
Retargeting ads showing pricing tools and ROI calculators

Results:

3.8x higher click-through rate than non-personalized ads
2x increase in demo sign-ups from target companies

This is one of the more scalable ABM campaign examples and shows how targeted ads can be used to warm up cold accounts before outreach.

Example 3: Executive Roundtable for Healthcare Buyers

A health tech company used an event-driven approach to reach procurement leads in hospital systems. They hosted a private virtual roundtable and invited a select list of 15 accounts.

Tactics used:

Personal invitations from sales leadership
A moderated discussion with an industry analyst
A pre-event package including a briefing paper and welcome kit
Follow-up emails with content based on discussion points

Results:

10 of the 15 accounts attended
4 progressed to proposals within a month
Sales reported improved relationship strength across all participants

This is one of the more relationship-focused ABM campaign examples and highlights how live interactions can humanize your brand in complex sales environments.

Example 4: Direct Mail Campaign for C-Level Buyers

A B2B SaaS company targeting Fortune 1000 CIOs used a direct mail campaign to break through digital noise and open doors for their sales team.

Tactics used:

Branded boxes containing a high-quality notebook, pen, and personalized letter
Messaging focused on solving pain points the CIO would relate to
A QR code linking to a personalized video and booking calendar

Results:

32% of recipients responded to the message
11 booked meetings within the first 2 weeks
3 deals closed within the quarter, with a 5:1 ROI

Among all ABM campaign examples, this one demonstrates the effectiveness of combining physical mail with digital follow-up.

Example 5: Multi-Touch Campaign for SaaS Expansion

A software company that already had small contracts with several clients launched an ABM expansion campaign to grow those accounts.

Tactics used:

Internal usage reports showing how adoption could be improved
A webinar tailored to advanced product use cases
Personalized follow-up messages from customer success managers
Case studies showing ROI from larger deployments

Results:

25% of targeted clients upgraded their plan
Net revenue from those accounts grew by 40% over six months

This campaign falls under the category of customer ABM, one of the less-discussed but important ABM campaign examples. It shows how ABM can support both acquisition and expansion goals.

Example 6: Content Syndication with Intent Targeting

A data analytics company partnered with an intent data provider to identify companies actively researching data compliance topics. They used this data to launch a one-to-many campaign focused on content delivery.

Tactics used:

Syndicated whitepapers placed on industry sites
Ads triggered by relevant keyword behavior
Custom nurture sequences based on topic engagement

Results:

800+ leads generated, 45 of which matched Tier 1 account criteria
Email open rates doubled compared to their usual campaigns
Sales used intent data to prioritize outbound sequences

While less personalized, this is one of the more scalable ABM campaign examples and demonstrates how intent data can drive smarter outreach.

Example 7: Email + Web Personalization Combo

An enterprise tech provider created a sequence combining personalized emails and dynamic website content. Each email drove traffic to landing pages that adapted based on the visitor’s company and industry.

Tactics used:

Outreach from BDRs referencing specific use cases
Dynamic landing pages showing industry-specific imagery and testimonials
Interactive ROI calculator customized per company type

Results:

3x more time spent on site compared to generic landing pages
40% increase in meetings booked compared to previous quarter
Sales cycle time decreased by 15%

This tactic-rich campaign is a great example of how integrated personalization across channels improves engagement and accelerates deals.

Example 8: Customer Advocacy-Driven Campaign

An HR tech startup leveraged happy customers to reach similar companies in the same vertical. They identified advocates in their base and used them in industry-specific campaigns.

Tactics used:

Short testimonial videos from existing clients
Peer-based email introductions
Case studies showing measurable impact in the same niche

Results:

Campaign converted 5 new accounts from the same industry
CAC was 40% lower than previous ABM initiatives
The campaign was reused in other verticals with minor edits

This example shows that one of the most underutilized ABM campaign examples is customer advocacy, especially in niche verticals.

Tips for Designing Effective ABM Campaigns

After reviewing these ABM campaign examples, consider the following tips to design your own high-impact campaigns:

Start with a clear objective: Are you trying to break into new accounts, expand existing ones, or re-engage lost deals?
Match campaign type to account tier: Invest more personalization in Tier 1 accounts and scalable tactics in lower tiers.
Align with sales early: Coordinate on messaging, timing, and hand-off points.
Use data to personalize: Leverage firmographics, intent data, and CRM insights.
Measure engagement at the account level: Track metrics like page views, email interactions, ad clicks, and meeting rates by account.

Final Thoughts

There’s no universal ABM playbook, but learning from a variety of ABM campaign examples helps marketers and sales teams understand what works in real situations. Whether you’re running highly personalized outreach for one account or executing scalable plays across a hundred, the key to success lies in relevance, timing, and alignment.

Use these examples as inspiration and adjust your tactics based on your product, audience, and sales cycle complexity. The best ABM campaigns are never static—they evolve with each account’s behavior and your team’s insights.