15 Best B2B Marketing Examples & Campaigns That Actually Worked

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Top ABM strategies start with clearly identifying your ideal target accounts. It's about quality interactions with specific targets, rather than just reaching many people broadly. Traditional marketing usually spreads a wide message to many people, like broadcasting a general advertisement to a large crowd. ABM is a focused marketing approach where you treat important individual companies like a market of one. Whether it’s blog posts, guides, or webinars, you’re probably already tailoring them to your general customer base.

If you’re not sure what types of stories you might tell in this format, follow these tips to brainstorm great interactive ideas. Although it’s tough to start from scratch, if you target the right keywords with a steady stream of valuable content, you’ll see your rankings improve over time. Collaborating closely with the Blend team, we established an efficient workflow and regular publishing schedule, enabling us to scale content production and consistently support our SEO objectives. Some of the most effective B2B marketing examples on this list cost a fraction of what their competitors spent.

Getting sales and marketing working as a cohesive account team is the ultimate secret to success. Serving targeted content and messages that resonate takes up-front work, and customers will recognize and appreciate this – and the fact that you don’t waste their time with ones that are off the mark. In fact, 84% of businesses using ABM say it delivers higher ROI than other marketing campaigns. With the dedicated involvement of marketing, sales teams can better personalize their outreach. ABM perfectly complements the account-based approach sales teams have embraced for years.

This requires committing to a point of view and building your entire marketing and sales motion around it. Shopify Plus demonstrated that personalization at scale is achievable when your content infrastructure supports modular, rules-based delivery. Slack did not rely primarily on paid advertising to grow into one of the most dominant B2B communication platforms.

How to implement an account-based marketing strategy

A growing number of B2B marketers are embracing account-based marketing (ABM) as part of their overall marketing efforts. For beginners, the key is to start small, be patient, and focus on quality over quantity. Traditional marketing metrics like leads generated don’t tell the full ABM story. Create account-specific landing pages that speak directly to each target company’s challenges and goals. Create a focused list of target accounts that match your ICP criteria.

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Others argue that ABM can work for B2B organizations of any size, as long as the focus is on high-value accounts. Some say ABM is most effective for B2B companies that sell to a few large key accounts or accounts of a certain size in a specific industry. A personalized approach is essential when aiming marketing and sales efforts at a few select, high-value accounts. ABM requires that marketing and sales engage each person on the buying team in a personalized way. By combining efforts and resources, marketing and sales can more efficiently engage and convert accounts. Even as buying circles are growing, marketing teams are feeling more pressure to directly impact revenue growth.

Understanding the benefits and limitations of ABM helps businesses determine whether it is the right fit for their goals. These let your marketing and sales teams efficiently manage and optimize campaigns, delivering the right message to the right person at the right time. ABM requires tight coordination between sales and marketing, as misalignment leads to wasted efforts, inconsistent messaging, and missed opportunities.

Account-Based Marketing: Examples, Tactics & Strategy

The first step is co-developing an ABM strategy so sales and marketing can work together as parts of a joint “account team.” When marketing and sales share a similar mindset – how to target and land accounts – they can collaborate around a common goal. Agreeing from the get-go on the ultimate goal of the ABM program helps marketing and sales get in sync and figure out the most fitting target accounts and the best strategy for reaching and engaging them.

• Research shows that companies using ABM generate 208% more revenue from their marketing efforts compared to those that don’t.
• A mail merge should help a human-reviewed ABM campaign, not mass-produce unsupported claims.
• Once you’ve defined your ICP, create a focused list of target accounts that match these criteria.
• For ABM to drive results, sales and marketing need to work toward common revenue-focused goals, not separate metrics.

Reach the right people at the right time

The stunt demonstrated the precision of Volvo’s Dynamic Steering system in a way that no whitepaper or technical specification could match. The series was entertaining, educational, and deeply relevant to their target audience of marketers evaluating video tools. The report synthesizes survey data from thousands of customers and analyses support trends that executives reference in board meetings and practitioners use in daily work.

Account-based marketing mail merge FAQ

ABM, by contrast, is an outbound marketing strategy in which a company targets specific businesses it wants to turn into accounts. Lead-based marketing is an inbound marketing strategy that seeks to generate general interest and then converts the interest into sales. Account-based marketing and lead-based marketing are two different approaches to marketing a business. Account-based marketing (ABM) is a strategic approach to B2B marketing that focuses on identifying, targeting, and engaging with specific buyers known as accounts. "I started a project at Forage and look at me now. If it wasn't for that one feeling to just apply… I wouldn't have all these experiences." ABM, powered by Doceree, enables healthcare marketers to reach, educate, and influence key decision-makers at high-value healthcare accounts through intent-led, hyper-personalized nudges.

Sales has the inside track on what top accounts really appreciate, and they can help your marketing team develop effective Account-based marketing personas to target more high-value customers. To make the most of ABM, you need to start with a great list of potential target accounts. Adding AI to your ABM mix not only improves results but also makes things easier on marketing teams.

Demandbase One is elastic enough to stretch with your business, whether you start with one use case or all. Advertising to businesses isn’t like selling to consumers. While others scrape the surface, we go deeper, ensuring unparalleled B2B coverage and laser-focused accuracy. We don’t just grab data — we own it. Whether you’re hosting webinars, conferences, or any significant event, offering a seamless way for recipients to add these events to their … If you ever was wondering how to switch tracking for one link in particular in salesforce marketing cloud here is how we can achieve that using simple AMPScript trick.