Account-Based Marketing: Examples, Tactics & Strategy 2026

Below is a step-by-step guide to getting started with account-based marketing. In ABM, PPC initiatives typically take the form of focused advertising around an event or webinar. Even with the popularity of direct mail, email is still a valuable marketing channel for ABM. Webinar events and follow-ups can be tailored for specific companies, and unique webinar content can be created with the target audience in mind. In-person events have always been one of the most successful opportunities for sales teams to reach decision-makers who fall within their ideal customer profile. Each company’s strategy will employ its particular mix of tactics based on the industry and vertical served and the category of products they sell.

LinkedIn's platform allows marketing and sales leaders to share insightful content through posts and articles to position the company as thought leaders in the space. LinkedIn provides detailed information about companies and professionals, allowing revenue teams to gain valuable insights into target accounts. Use account-based advertising to display personalized ads, sponsored content, or InMail ads to decision-makers within the selected accounts, increasing brand visibility and generating leads. LinkedIn marketing products allow teams to run targeted ad campaigns specifically aimed at identified target accounts. With LinkedIn, brands have access to marketing and sales solutions and specific targeting parameters for both.

Your ICP describes companies that get the most value from your product and deliver the most value back to you. The content is tailored to the group's shared attributes rather than being fully bespoke for each company. The personalized approach also builds stronger customer relationships by demonstrating deep understanding of each account's business, creating partnerships that drive retention and expansion over time.

Influence what matters

Learn more about sales and marketing’s role in ABM in The Art of Sales and Marketing Alignment Report by Momentum ITSMA and Demandbase She specializes in revenue-driven marketing strategy, demand generation, and aligning marketing and sales organizations. The differences between these ABM types are the number of people targeted. Data should give you a better understanding of the people you are selling to, or it’s not doing the right job. Account-based marketing might be most effective for enterprise clients, but the goal remains to build personal relationships with key stakeholders and the people who make decisions.

This unified perspective facilitates better alignment between sales and marketing teams, ensuring that both are working towards common objectives with consistent information. Demandbase One is a comprehensive account-based marketing platform designed to unify sales and marketing efforts for B2B enterprises. Is account-based advertising only for large enterprise companies?

Then, their salespeople visited the lead's website to determine if the lead was a potential customer. Start by creating tier and persona-specific campaigns, then personalize your approach for each marketing channel and tier. Now that you have a list of prospects, it is time to start tiering them. Start by account-based advertising using a visitor identifying tool to see who is visiting your website; this indicates a level of interest in your solution. Engaging several fintech companies with tailored webinars and industry-specific case studies. All of your marketing and sales efforts come with some degree of flexibility.

• This alignment helps make sure all communications, interactions, and content are consistent for the accounts you work with.
• By focusing efforts on best-fit accounts, ABM ensures that marketing and sales are not merely aligned but are marching in lockstep towards the same ambitious goals.
• Webinar events and follow-ups can be tailored for specific companies, and unique webinar content can be created with the target audience in mind.
• With account-based advertising, you proactively choose who should see your display ads.
• For example, if a VP of Ops at a target account visits your pricing page and a second stakeholder starts a product chat the next day, that account automatically gets promoted into a new play.

Gartner® names Salesforce a CDP Leader two years in a row.

Within two weeks, StraightIn closed two deals totalling $10K, proving that an ABM motion, when powered by real-time engagement signals and automated outreach, doesn’t need months to start delivering ROI. For Basile Senesi, Arc’s CRO, the go-to-market strategy hinges on identifying high-intent buyers fast and engaging them before competitors do. Whether you're looking for creative inspiration, tactical ideas, or proof that ABM really works, these campaigns offer a front-row seat to what’s possible. This orchestration happens across multiple touchpoints, including email, LinkedIn, chat, and events and unfolds in a way that feels cohesive and timely.

You should treat each account individually and use the right messaging that addresses their pain points and offers actionable solutions and tips. You already know who is interested in your product and brand and focus your efforts on converting them. Therefore, you can create the right content, design relevant campaigns with intriguing copy, make product suggestions, and offer competitive pricing. A successful ABM plan requires perfect collaboration between sales and marketing.