Account-Based Marketing: Examples, Tactics & Strategy 2026

Surprisingly, only 42% of marketers have conversations with their customers as part of their content research phase. Another example could be to check your CRM for IT companies to see how many went into a sales process that had started their journey with a content download on your website. But, before you create any new content, start by reviewing your existing content. For example, the most common approach in ABM for B2B marketers Account based marketing strategies is to create content that is tailored to a specific industry, but you can also tailor content to specific roles or accounts. But it also happens to be the biggest challenge for sales teams!

Getting sales and marketing working as a cohesive account team is the ultimate secret to success. A valuable by-product is that ABM enriches the marketing team with a much deeper understanding of the company’s overall target audience. 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. A personalized approach is essential when aiming marketing and sales efforts at a few select, high-value accounts.

Both teams must commit to clear communication and find a middle ground. Having these conversations beforehand will make it easier for your business to create consistent experiences for accounts. If you don‘t have those conversations with your executive team, your numbers will look bad to start. I think it’s important to mention that you don’t need to go full force with your ABM strategy from the start. While preparing to go to market, you may find areas of friction that need to be addressed or areas of poor communication that can be strengthened.

This metric tracks whether accounts are actually moving forward through the buying journey. Calls, meetings, content views, replies, and social interactions all reveal whether accounts are paying attention or remaining passive. And they make optimization easier over time. These types of account-based marketing tactics help sales teams stay consistent and responsive. Modern account based marketing platforms and account-based marketing software help automate this process.

Understanding these fundamentals helps B2B teams improve their sales and marketing effectiveness. Book a demo today to see how Warmly’s signal-based platform can help you identify, prioritize, and engage the accounts that actually convert. If you’re ready to turn anonymous web traffic into warm pipeline, run personalized outreach at scale, and build a truly adaptive ABM system, Warmly can help. For ABM teams looking to scale intelligently, Connecteam’s approach shows what’s possible when you blend vertical-specific messaging, AI-led orchestration, and real-time follow-up without growing headcount. 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. Instead of reacting to inbound interest or waiting for MQLs to convert, top ABM teams proactively orchestrate sequences, ads, meetings, and outreach based on buying stage and stakeholder activity.

What are the top strategies for account based marketing?

You could say programmatic ABM combines strategic and lite ABM by calling upon the latest technologies to tailor marketing campaigns for target accounts at scale. Give this meaning by designing a campaign cadence that maps each communication/outreach with the appropriate channel and message or content. Specify the tactics that both marketing and sales will use to engage contacts within accounts and drive interest and action. To reach your target accounts and the key stakeholders, figure out which channels they use most to research trends and solutions.

The partnership with VICE brought production quality and distribution reach that Mailchimp could not have achieved alone. Shopify Plus demonstrated that personalization at scale is achievable when your content infrastructure supports modular, rules-based delivery. Instead, they built a word-of-mouth engine by encouraging employees and power users to share authentic stories about how they used the product.

It starts with building an ICP and selecting accounts that match it. Sales, in turn, support those accounts with tailored messaging that backs up the sales conversation. One of the biggest advantages of account-based marketing strategies is the tight alignment they create between sales and marketing. ABM isn’t just about closing the deal—it’s about building long-term partnerships. ABM eliminates that delay by focusing only on accounts that are already well-aligned with your solution. Decision-makers are more likely to respond when the outreach is personalized to their role, pain points, and goals.

• Create an outreach cadence that combines multiple touchpoints and channels.
• And together, these details make it easier to understand which tools fit different account-based marketing strategies.
• ABM’s personalized approach ensures that every piece of content, every campaign, and every communication is crafted with the specific account in mind.
• And they make optimization easier over time.
• With our creative support, your audience will see your solution as never before.
• The bottom line is that you want to put your efforts into the channels that are most relevant to your ABM accounts — because that is how you can really grab their attention.

For example, GumGum, a contextual intelligence company, created a personalized comic intended to grab T-Mobile's attention. Did someone watch a product demo or add something to their cart before leaving without checking out? The next account-based marketing tactic is to start creating content and campaigns that align with each account's needs, challenges, and preferences. Once you've done your research, you can start creating your strategic marketing plan. Once you've converted high-intent accounts, you can nurture long-term relationships.

Learn more about Company Targeting on LinkedIn

Thanks to advancements in DIY and remote video production, you don’t need massive budgets to be successful. Short-form productions continue to dominate the social space across all platforms due to their high engagement rates. It’s important to pay attention to the optimal times for engagement so you can automate the most tedious aspects of your social presence without having to worry about posting in real time. Hashtags can be used to get your attention and encourage people to share their photos interacting with your brand. At this point, you should have a pretty good idea of what to publish based on your goals, audience and brand identity.

By combining efforts and resources, marketing and sales can more efficiently engage and convert accounts. Rather than take a blanket approach – going after small businesses, SMBs, and enterprises – you might start by focusing on those accounts that have the highest need and the required budget. The key is choosing software that supports your goals rather than simply following the latest trend. With the right tools, a deliberately scoped start, and tight sales and marketing alignment, there is no reason account-based marketing should be beyond you. Now that you have a list of prospects, it is time to start tiering them.

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

I recently sat down with Tim Davidson and Dylan Wingrove, account-based marketers, to discuss everything relating to this strategy. In the world of account-based marketing, you start the sales process by selling directly to your best-fit, highest-value accounts.

Sales and marketing alignment

It’s these kinds of results that have led to more companies focusing on ABM initiatives. Research by ITSMA found that 87% of marketers that measure ROI say that ABM outperforms every other marketing investment! In fact, it’s so effective that 80% of marketers with an ABM program in place say they are “somewhat to tightly” aligned with sales. For decades, marketers teams have been creating marketing campaigns to attract new leads for sales reps to sift through the noise, only to find a handful of leads that might actually buy. With ABM, 1 in 5 marketers say that their biggest challenge is getting buy-in from the top management. In fact, account-based marketing is of such importance that developing an ABM strategy is the second biggest priority for B2B tech marketers, just behind video marketing.