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7 Account-Based Marketing Examples That Drove Real Results
Explore real-world ABM examples that delivered measurable success for businesses.
B2B SaaS LinkedIn Ads Case Studies: Playbook for SaaS Marketers
January 9, 2025
Your sales team is chasing leads, but conversions aren’t happening. Marketing campaigns are running, but engagement feels low. The problem? You’re reaching too many people who aren’t the right fit.
That’s where account-based marketing (ABM) comes in as the smarter way forward. Instead of broad campaigns that miss the mark, ABM focuses on high-value accounts with personalized strategies.
But what does ABM done right look like? This guide discusses exactly that: seven real-world ABM campaigns, their strategies, execution, and key lessons you can apply to your own marketing efforts.
Account-Based Marketing (ABM) isn’t a new concept—it’s a proven strategy that businesses are using to achieve better results. The difference now is the data, technology, and precision that make ABM more effective than ever.
Businesses no longer rely on manual segmentation and generic outreach. Instead, they leverage real-time data, AI-driven insights, and automation to create hyper-personalized experiences for decision-makers.
Further, ABM is no longer confined to email and LinkedIn outreach. Businesses are integrating targeted ads, chatbots, dynamic web personalization, direct mail, and personalized video content to create a seamless engagement experience across multiple touchpoints.
The result? Deeper relationships, higher conversion rates, and a more efficient sales process.
Traditional marketing casts a wide net, but ABM hits the bullseye. Let’s break down the difference.
The ABM framework focuses on delivering highly tailored marketing strategies to specific high-value accounts. Here's what it looks like:
The framework’s focus on precision and long-term engagement makes it an effective strategy for organizations with a smaller pool of high-value prospects but a need for high conversion and relationship depth.
Ready to see ABM in action? Here are seven standout account-based marketing examples from 2025 that drove real results.
DocuSign is a digital platform that allows users to securely sign, send, and manage documents online.
DocuSign works with clients across various industries, each with different needs and sales processes. For example:
A generic marketing approach couldn't convert these high-value prospects. Therefore, the need was to create personalized content that would connect with these professionals, boosting engagement and conversion rates.
DocuSign chose six key industries to focus on and created tailored content for each, including customer testimonials, peer logos, and industry-specific resources.
This personalized content was integrated into their platform, so visitors from these target industries saw relevant messaging. They also used web analytics to track user behavior, adjusting content in real-time based on visitor interactions.
💡 Key Takeaways: Make your content feel necessary for each audience. Instead of a one-size-fits-all approach, DocuSign spoke directly to each industry’s concerns. This kept prospects engaged and helped sales teams to follow up with tailored pitches.
LiveRamp is a data connectivity platform that helps businesses integrate and activate their customer data across various marketing channels.
Embed video link: https://www.youtube.com/watch?v=wQlrlFnnsuc
LiveRamp aimed to enhance its market share by effectively engaging enterprise-level clients, particularly Fortune 500 companies.
However, they relied heavily on traditional, broad-based marketing tactics—mass email campaigns, generic display ads, and standard outbound sales calls. These methods failed to resonate with high-value clients, leading to low engagement and missed opportunities for deeper integration.
LiveRamp implemented a high-touch ABM campaign targeting 15 high-value accounts with:
The hyper-personalization approach converted cold leads into real sales conversations:
💡 Key Takeaways: Don’t stop at targeting high-value clients, nurture them with multiple, well-timed touchpoints. LiveRamp succeeded by combining custom display ads, direct mail, and SDR outreach into one seamless experience. This, in turn, converted cold leads into active buyers.
Caroo is a corporate gifting platform that specializes in delivering curated snack boxes and wellness products to companies.
In the summer of 2020, Caroo recognized the need to adapt its business model due to the shift towards remote work. The challenge was reaching potential clients in the remote work segment after shifting from in-office snacks to corporate gifting services.
They rebuilt their ABM strategy in phases:
💡 Key Takeaways: Caroo’s success came from recognizing the remote work trend early and adapting its entire marketing strategy to stay relevant. So, keep tracking trends, reassess your audience, and refine your targeting to stay ahead of industry shifts.
Auth0 is a cloud-based identity and access management platform that simplifies authentication and authorization for web and mobile applications.
Embed video link: https://www.youtube.com/watch?v=y9rTV3G3eKE
Auth0 had 95% of new business coming from inbound marketing. However, they recognized the need to diversify their lead generation strategy to achieve more predictable and sustainable revenue streams. This realization led them to explore outbound ABM to engage targeted enterprise-level prospects.
Auth0 launched a pilot program where account executives targeted dormant accounts and identified key buying signals to influence the sales pipeline.
They used ABM tools to analyze firmographic and technographic data, prioritizing accounts based on purchasing potential. After the pilot's success, they expanded their team of SDRs and market development representatives (MDRs) across America and Europe.
💡 Key Takeaways: Combine inbound and outbound for scalable revenue. Instead of mass outreach, used data insights to identify accounts with a high likelihood of conversion. Then, test ABM on dormant accounts before scaling.
Salsify provides a product experience management (PXM) platform that helps brands and retailers deliver engaging product content across various digital channels.
Salsify aimed to enhance its market presence and attract high-value clients. But email campaigns weren’t enough to capture their attention or establish credibility.
Salsify decided to showcase successful collaborations with industry leaders. To achieve this, they planned a roadshow event in New York City, featuring Johnson & Johnson and Google as advocates.
Salsify's marketing team engaged potential attendees through social media platforms, creating buzz and interest around the roadshow. Then, they used targeted ads and personalized emails to share relevant information and address prospects' specific needs.
Once initial interest was established, the sales team took over, conducting follow-ups to secure commitments and build relationships.
💡 Key Takeaways: Well-executed events, like roadshows, create direct engagement opportunities with high-value accounts. Use pre-event buzz to attract the right people, but have a clear post-event strategy to keep engagement alive.
Personify is a technology partner providing software solutions for associations, nonprofits, and event professionals.
Personify's marketing team faced challenges with traditional demand generation tactics, which were not effectively reaching their niche market of nonprofits. Recognizing the need for a more targeted approach, they decided to implement ABM strategy to engage high-value accounts more effectively.
The team identified and segmented their top target accounts into specific buyer persona groups, considering factors such as buyer stage, company size, and individual roles.
They then crafted personalized messaging, such as landing pages, email campaigns, and social media ads tailored to each segment's unique challenges and goals. Utilizing this targeted content, Personify launched focused advertising campaigns designed to resonate with each group.
💡 Key Takeaways: Don’t just personalize—hyper-personalize. Personify succeeded by aligning their messaging with specific pain points and delivering it across multiple touchpoints. This turned engagement into real revenue growth.
Microsoft is a global technology company that develops, licenses, and supports a wide range of software products, services, and devices.
Despite making Microsoft Teams available within K-12 school districts, the adoption was low. Many educators and administrators weren’t actively using the platform.
Microsoft launched an ABM campaign targeting 39 school districts to boost Microsoft Teams adoption. The strategy involved:
💡 Key Takeaways: Identify adoption barriers first, then build targeted outreach. Plus, a multi-channel approach, combining email, landing pages, and paid media, ensures better reach and impact.
Your ideal customer profile is a clear outline of the companies most likely to benefit from your product or service. When well-defined, it ensures ABM efforts are precise, improving engagement and conversion rates.
Tips for defining your ICP:
Remember: Not every lead is worth pursuing. Define who doesn’t fit your ICP to avoid wasted effort. Also, markets change, and so should your ICP. Reassess every few months based on performance data.
Your ICP defines the ideal type of company, but now it’s time to pick specific businesses that match those criteria and show buying intent.
To choose your target accounts effectively:
In ABM, sales and marketing need to work as one unit. Misalignment leads to wasted efforts, missed opportunities, and lower conversion rates. When both teams collaborate, they can create a seamless experience for target accounts, increasing engagement and revenue.
To do it right:
And don’t forget to hold regular sync meetings. Frequent check-ins ensure alignment, resolve roadblocks, and optimize strategy based on account engagement.
A one-size-fits-all approach won’t drive engagement—tailor every message based on the target company, industry, and decision-makers.
To make it happen:
The more specific and tailored your content, the higher the engagement. Personalization makes your target accounts feel like your solution was built just for them.
The more channels you use strategically, the higher your chances of engagement and conversion.
Tips to nail this:
Example: Hey [Name], we noticed [Company] is expanding into new markets. Here's how we helped [Similar Company] scale their operations by 30%.
Example: Struggling with supply chain visibility? See how [Your Company] helps [Target Company] optimize logistics.
Example: A CFO at Tesla who visited your site sees an ad: Tesla educes finance costs by 20% with AI-powered spend management.
Example: [Company Name], Here’s how you can reduce software downtime by 50%.
Example: Hey [Name], I saw your team is hiring for a RevOps Manager. Companies like yours use our tool to streamline revenue operations—let’s chat.
ABM is long-term. A strong nurturing strategy keeps your brand top-of-mind and moves prospects closer to a deal.
Tips to create a nurturing strategy:
Example: Hey [Name], saw that [Company] just expanded to Europe—here’s how companies like yours optimize global operations.
The right tech stack helps you target, personalize, automate, and measure ABM efforts efficiently.
Here’s what you can choose from:
ABM isn’t static. So, track, analyze, and refine continuously to improve engagement, conversions, and revenue impact.
To do it properly:
Lastly, if engagement is low, tweak content and outreach. If certain accounts are highly engaged but not converting, adjust sales follow-ups.
TripleDart specialises in engaging high-value accounts through data-driven, personalized, multi-channel campaigns that target key decision-makers.
TripleDart's comprehensive services include strategic ABM planning, demand generation, performance SEO, content marketing, and marketing automation—all designed to enhance pipeline velocity and customer acquisition.
Book a call with us to achieve predictable, scalable success.
ABM isn’t just another marketing trend. It’s how smart businesses are winning in 2025. Instead of chasing random leads, ABM helps you laser-focus on high-value accounts, build real relationships, and turn engagement into revenue.
When sales and marketing work together, using personalized outreach and the right tech, magic happens—higher conversions, stronger pipelines, and happier customers.
The future of B2B growth is focused, data-driven, and personalized. Are you ready to make the switch?
If your current lead generation strategy isn't bringing in the right customers or you’re selling high-ticket products with long sales cycles, ABM can make a big difference.
ABM budgets vary depending on factors like target accounts, ad spend, and tools. Small-scale ABM campaigns can start with a few thousand dollars, while enterprise-level ABM can run into the hundreds of thousands.
Not necessarily. ABM works best for B2B companies with high-value deals, long sales cycles, and multiple decision-makers.
While enterprises have been early adopters, small and mid-sized businesses (SMBs) can also use ABM successfully. The key is to scale it appropriately—start with a small list of key accounts and personalize outreach without breaking the bank.
Leadership loves ROI, so highlight how ABM reduces wasted ad spend, improves sales efficiency, and increases deal sizes. Share success stories, start with a small pilot campaign, and use data to prove its impact before scaling.
Join 70+ successful B2B SaaS companies on the path to achieving T2D3 with our SaaS marketing services.
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