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Let’s Be Honest: ABM Is Hard—Until You See What Actually Works
Ever stared at a spreadsheet of high-value accounts and thought: Cool… but now what?
ABM looks shiny in theory, custom messaging, tailored outreach, big logos on your dream list. But when it’s go-time? When it’s your pipeline on the line? That’s when most teams realize: “This is way harder than we expected.”
Here’s what we’ve seen, working with ambitious startups and big-name B2Bs alike: The problem isn’t effort. It’s focus. Too many ABM programs chase tactics, not outcomes.
So we pulled together this guide, not just fluffy ideas, but:
- Real campaigns with numbers that made us stop and say, “Okay, that worked.”
- Templates and tools you can steal today.
- Lessons learned the hard way (yes, the kind that involve a budget review and some uncomfortable meetings).
By the time you hit the end, you’ll walk away with:
- Concrete account based marketing campaign examples that actually delivered results
- Step-by-step ideas you can swipe and deploy
- Tactics to get sales and marketing rowing in the same direction
Let’s get into it.
What Exactly Is an ABM Campaign (in the Real World)?
Forget the textbook definition. In practice, Account-Based Marketing (ABM) just means this:
You stop shouting at the crowd and start whispering to the few that matter.
Instead of mass-blasting generic messages, you zoom in on a handpicked list of high-value accounts. Then you design content, outreach, and experiences tailored just for them.
And here’s the kicker: ABM isn’t just a marketing thing. It’s sales. It’s ops. It’s leadership alignment. Everyone’s pulling in the same direction, focused on the same accounts.
Now let’s break down what that actually looks like, using campaigns we’ve seen move the needle.
High-Intent, Highly Relevant ABM Campaign Examples
These aren’t wishful ideas. These are account based marketing campaign Examples
that worked, with receipts.
1. The “FOMO Ad” Play (Meta Ads + Customer Logos)
Used by: B2B SaaS targeting mid-market accounts
Goal: Create urgency and credibility for prospects in the same industry or ICP cluster
How it worked:
- Used by: B2B SaaS targeting mid-market accounts
- Goal: Create urgency and credibility for prospects in the same industry or ICP cluster
- How it worked:
Why it worked: Prospects saw their competitors already using the tool FOMO triggered. Pipeline velocity spiked 3x in 30 days.
2. 1:1 Video Email + Direct Mail Combo
Used by: Enterprise fintech vendor
Goal: Break through the noise with personalization at scale
How it worked:
- SDRs sent personalized Loom videos to key stakeholders
- Followed up with a custom-branded gift box (non-cheesy!) with a handwritten note
- Included a custom landing page with a short pitch deck just for that company
Why it worked: Human connection. Response rate was 42%, and 9 out of 15 target accounts booked demos.
3. LinkedIn Content Hijack
Used by: Marketing platform targeting CMOs
Goal: Get noticed by execs without pitching
How it worked:
- Built a list of 50 CMOs and followed their posts
- Engaged consistently (not spammy), dropped insightful comments, reshared with commentary
- After 2–3 weeks, reached out with a reference to their content + value prop
Why it worked: Built familiarity before the pitch. Made outreach feel natural, not cold
Mid-Level Related ABM Tactics That Still Work
These ideas aren’t laser-focused, but still effective when layered in.
4. Web Personalization Based on IP
- Tools like Clearbit or Mutiny let you swap homepage or product page headlines based on visitor’s company
- Visitors from Account A see “Built for teams like [Company Name]” instead of generic copy
Not ground-breaking, but adds a sharp edge when paired with outbound
5. Retargeting With Industry-Specific Content
- Show ads that match the content relevant to their role or pain point
- Keep your company top-of-mind while they’re in buying mode
6. Cold Email That Actually Reads Like a Human Wrote It
- Reference recent funding, job posts, exec moves, or podcast mentions
- Write how you speak. Ditch the “circle back” and “hope this finds you well.”
Lightly Related ABM Ideas (That Might Spark Something New)
These aren’t your core ABM engine but in the right context, they unlock creativity.
7. Invite-Only Roundtables for Target Accounts
- Curate a virtual session with 6–8 ICP leaders
- No hard pitch, just industry trends and smart people talking
- Follow up individually after with customized insights
8. Podcast Guest Outreach
- Invite someone from a dream account as a guest
- Give them the spotlight. Build the relationship.
- When the time’s right, mention what you do (subtly)
9. Social Listening > Social Selling
- Monitor keywords your ICPs care about
- Jump into threads organically
- Help first, pitch second (or later)
ABM Campaigns Only Work If Sales & Marketing Actually Talk
If marketing is sending beautifully personalized packages and sales has no idea, they’ll follow up with a generic “Just checking in” email and kill the deal.
Don’t let that happen.
Align weekly. Share target account insights. Review open pops together. Make sure everyone knows:
- Who’s being targeted
- What content or outreach they’ve seen
- What comes next
Ready to Build Your Own ABM Campaign? Start Here
Here’s your jumpstart kit:
- Identify 10–20 high-fit accounts
- Align with sales, do they agree these are worth chasing?
- Pick 1 to 2 campaign ideas from above
- Build lightweight assets (video, landing page, ads)
- Launch, test, refine, weekly stand-ups help
Remember: You don’t need perfection. You need traction.
And if you want help finding verified contact data, buyer signals, or tools to track ABM engagement across multiple channels? That’s what LeadsFinder is built for.
Let’s turn your ABM ideas into actual revenue.