Account-Based Marketing: Examples, Tactics & Strategy 2026

For example, AI-powered behavior scoring can review prospects' behavioral patterns and assign scores prioritizing accounts for nurturing and sales engagement. It is important to set goals and establish your ABM program at a pace that works well for your teams and your target accounts. Sales, service, support, and more need to be aware of which accounts are included in your ABM efforts, and they need access to data and tools that can help them create successful interactions with those accounts.

We’re always glad to connect with talented people. The AWS Marketing team drives customer awareness engagement, and loyalty for AWS cloud and AI services across the globe. Despite the development and growth of omnichannel marketing, multichannel marketing has a strong global following among businesses of all sizes and types. This information sharing also gives organizations a better understanding of how customers behave and their preferences. Customers can check and fill prescriptions, register for health services and handle other shopping needs on the platform. Marketing strategies evolve along with changing customer tastes and communication preferences.

While marketing teams may ultimately own ABM, it impacts every other team interacting with high-value target accounts. To get started with ABM, you need enough high-value customer accounts to make the strategy worthwhile; the data in your CRM can help you see whether this is the case. With the right approach, ABM can work for a company of any size — from enterprises to small and midsize businesses — across every industry. Every employee should aligned around common goals for a connected customer engagement at every customer touchpoint. This means sales and marketing have to work together, not in silos.

Katy French is a Column Five Content Marketing Director and B2B marketing expert, having spent 15+ years educating and empowering marketers to transform their brands. If your results aren’t published and structured, you’re invisible in the fastest-growing discovery channel. Case studies are the most direct form of proof in B2B — they show prospects what working with you actually produces. Every team needs creative support, and the internal studio cannot add headcount as fast as the business grows. Just a story good enough that people chose to spend nine episodes with it. Through a test-and-learn approach, we continuously improved the campaign’s effectiveness in real time, ensuring optimal results.

Getting Started with ABM: Practical Steps

Davidson and Wingrove both made it very clear that account-based marketing aligns the sales and marketing team in a way that might not be possible otherwise. You’re probably wondering, “Do I need both inbound marketing and outbound marketing? Similarly, when paired, account-based marketing and inbound marketing have the power to make waves (the good ones) for your business. Account-based marketing (ABM) is a strategic approach that focuses on high-value accounts in a market or business. I recently sat down with Tim Davidson and Dylan Wingrove, account-based marketers, to discuss everything relating to this strategy.

What is account-based marketing? A guide to ABM strategy

Run precision ABM and demand programs using verified install intelligence and buying signals to deliver expert content, activation, and measurable pipeline, without adding another platform. The expert services team that transforms intelligence into impact and manages campaigns across every channel. The intelligence and orchestration layer that unifies verified buyer data and AI to deliver precision you can trust. The teams making ABM work are investing in the foundations needed to support long-term success.

If you’re ready to turn these insights into a clear, measurable strategy for the year ahead, Sagefrog is ready to help. In a competitive and fast-changing market, marketing isn’t just a support function. Manufacturers are Account-based marketing reevaluating their support for dealers, distributors, and integrators.

Implement the new reCAPTCHA enterprise in Salesforce Marketing Cloud

Email automation and AI-driven personalization allow businesses to scale ABM outreach efficiently while keeping engagement timely, relevant, and high-impact. Email remains one of the most effective channels for engaging and converting high-value accounts in ABM. Different people within an account consume content in various ways, making a multi-format approach essential. Unlike broad marketing campaigns that rely on one-size-fits-all content, ABM tailors communication to directly address the needs of key stakeholders. Clearly defining roles and responsibilities prevents miscommunication and ensures a smooth account handoff.

• Account-based marketing represents a shift towards more strategic, personalized, and efficient marketing and sales efforts.
• BlueYonder is a supply chain management company that helps businesses optimize their supplier activities.
• While marketing teams may ultimately own ABM, it impacts every other team interacting with high-value target accounts.
• Despite these barriers, the business case for ABM is clear—top priorities include new account acquisition and expansion, with key metrics focused on account engagement, pipeline velocity, and revenue growth
• We were able to substantially increase the lead gen numbers due to the structured approach and process due to better alignment between sales and marketing and well defined SLA’s
• You’re probably wondering, “Do I need both inbound marketing and outbound marketing?

The tool helps sales teams identify decision-makers at target accounts, track engagement signals, and build relationships through warm introductions. The platform handles complex requirements like multi-currency reporting, regional compliance rules, and sophisticated attribution models that simpler tools can't support. Its AI-powered predictive audiences analyze historical conversion patterns to identify which accounts in your database match the characteristics of your best customers, helping you expand your target account list with data-driven precision. Marketo's account profiling aggregates engagement data from all contacts within a target company into a unified account view, showing you which organizations are most engaged even when individual contacts show varying levels of activity. Marketo Engage, part of Adobe Experience Cloud, is an enterprise-grade marketing automation platform with sophisticated ABM capabilities built for organizations running complex, multi-touch campaigns across global markets. Unlike basic website visitor tracking, Bombora aggregates anonymous browsing behavior across its entire publisher network to build a comprehensive picture of account-level research patterns, revealing buying intent weeks or months before prospects reach out directly.

Let’s dive deeper into account-based marketing, its benefits, and how to implement an ABM strategy effectively. In B2B, account-based marketing (ABM) is the Midas touch that transforms how businesses connect with their ideal customers. By focusing on high-value accounts, aligning sales and marketing, and executing personalized, data-driven engagement, companies can accelerate deal cycles and maximize revenue impact. Beyond testing, direct feedback from sales and marketing provides valuable insights into account behaviors.

To engage and convert potential customers with high-value accounts, businesses must combine high-impact tactics that align with their target audience’s behavior and decision-making process. For example, Userpilot’s three-month ABM pilot saw a 10x return on pipeline-to-spend, demonstrating its effectiveness in engaging larger accounts with higher ACV. To execute a successful ABM strategy, businesses need more than just a list of target accounts. According to Emilia Korczynska, VP of Marketing at Userpilot, “Account-based marketing … is great for targeting larger accounts with a higher ACV. ABM, or key account marketing, is a revenue-driven strategy that aligns marketing and sales to target and engage high-value accounts as individual markets. High-value deals are no longer won through mass outreach or generic campaigns but through precision, alignment, and direct engagement with key decision-makers.

This is one of the most important account based marketing best practices. This helps determine whether an account based marketing strategy makes sense for your business today. One of the biggest benefits of account based marketing is higher ROI. It has gradually become a structured framework for businesses trying to navigate complex buying cycles and high-value accounts. Reach the right accounts, keep sales and marketing aligned, and track results with better account-based marketing metrics. Across all models, ABM focuses on precision.

Intent data, used by 91% of B2B technology marketers to prioritize accounts, helps you focus outreach on accounts already in a buying cycle. By focusing on high-value accounts with tailored engagement strategies, businesses can achieve better alignment between teams, enhance customer experiences, and ultimately drive higher ROI. Finally, measuring the effectiveness of your ABM campaigns is crucial for understanding their impact and optimizing future efforts.

With more users active on various social media platforms, businesses must adopt a multichannel content distribution strategy to effectively reach and engage their target audience. By aligning sales and marketing teams around a shared understanding of key accounts, ABM enables a level of personalization that would be difficult to achieve through traditional broad-based marketing tactics. IBM can expand its reach by introducing dedicated offerings for startups and mid-sized businesses. Educational content like What makes enterprise AI different can help simplify complex concepts and lower entry barriers for organizations starting their digital transformation journey.

Pipeline velocity measures how quickly opportunities progress once engagement begins. And over time, this metric shows whether personalized outreach is attracting higher-value opportunities. These types of account-based marketing tactics help sales teams stay consistent and responsive. An effective account-based marketing example is creating industry-specific case studies or landing pages for a single account segment. Modern account based marketing platforms and account-based marketing software help automate this process. And over time, additional team members can support more accounts.