Top Account-Based Marketing Examples for 2025

Here’s what B2B marketers must take from the best-in-class examples. These campaigns don’t succeed by accident; they follow systems grounded in precision, coordination, and relentless personalization. Without the right metrics, even the most creative account-based marketing campaign can become unclear. It involves mapping every touchpoint across multiple channels, delivering precise messages to individual stakeholders, and timing those interactions around behavioral data.

That means identifying which channels get the most engagement from your key accounts (which may be multiple channels) and personalizing the messaging. AI technology can help marketers drill down into customer data and determine the most suitable accounts. This step could be the most important because if you’re putting time and effort into a targeted ABM campaign, you want to target the correct accounts.

Learn how MC2 Saint Barth leaned into personalisation and automation, with support from Klaviyo AI. Hone your campaigns and flows with the latest insights, trends, and metrics for your industry. Dig into Klaviyo’s email marketing performance data to see where you stand on email open rates, click rates, conversion rates, and revenue per recipient in comparison to your industry’s average.

• We built a full brand repositioning around “Cyberstrength” — shifting HackerOne’s positioning from reactive, defensive security to proactive risk management.
• LiveRamp decided to up their game with a laser-focused account-based marketing (ABM) strategy.
• DocuSign chose six key industries to focus on and created tailored content for each, including customer testimonials, peer logos, and industry-specific resources.
• As Matthew Miller, Global ABX Principal at Workday, puts it, “Our sales leaders have told us that their most successful salespeople are the ones using account insights daily.”
• ABM focuses on engaging entire target accounts, while lead generation aims to attract individual prospects.

The CARE Model for ABM Content

As a result, they were able to sign up 20 additional companies per month for their free trial. Using Leadfeeder, CloudTalk identified and targeted 1,000 new prospects each month who visited their site but didn't sign up for a trial. Focus specifically on high-value companies; these are ideal for the ABM approach. Before you begin developing a strategy, your first step should be to identify your target companies.

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In ABM, you focus on each account as a “market of one,” offering highly personalized 1-to-1 experiences and tailored content. Her experience enables her to contribute to business growth through lead generation from ads and organic channels. Learn how to define your ICP, build targeted campaigns, and align teams with templates, checklists, and insights from top B2B marketers. ABM requires tight sales and marketing alignment and treats each target account as a market of one with personalized outreach. The key is coordinating multiple touchpoints with messaging tailored to each stakeholder's role and pain points.

Mutiny highlighted examples where tailored experiences increased leads by 54%. Instead of sending traffic to a generic homepage, the experience matched the account’s industry, use case, and buying context. The strategy focused on reducing friction immediately after ad clicks. Instead, they created a custom comic book where the Account-based marketing campaigns CEO appeared as the main superhero character. When advertising company GumGum wanted to reach T-Mobile’s CEO, they did not send another generic sales deck.

A Connected System of Execution

Account-based marketing software includes features like prospect data collection, personalized advertising capabilities, and account buying intent signals. Account-based marketing is important for B2B companies looking to target enterprise-level customers and increase their average customer value. In larger companies, ABM managers may be responsible for managing a team of account-based marketing professionals and collaborating with sales leaders and other key revenue team members. Account-based marketing is a practice that focuses on targeted specific customers (accounts) through personalized sales and marketing efforts. This direct mail care package identifies Engagio as an industry expert in a very tangible way to the prospect.

Alignment between sales and marketing

Leverage multiple channels to reach decision-makers. Use their logo, reference their industry, and address their specific pain points. Create a focused list of target accounts that match your ICP criteria. Quality matters more than quantity – start with accounts you can realistically pursue with dedicated resources. This success stems from the alignment between sales and marketing teams – both departments work together to pursue the same specific accounts, rather than operating in separate silos.