In this article, I have dissected 7 pretty successful real-world B2B SaaS ABM campaign examples.
For each example, I have covered its unique tactics and the impressive outcomes achieved.
Read on and steal away the one that suits your B2B venture the most, and I’ll also share how ZenABM can empower your ABM strategy.
Choose the ABM tactics aligned with your goals and leverage ZenABM to amplify your results.
Snowflake (a cloud data platform) ran a famously tactile ABM campaign.
They combined personalized direct mail with rich digital content.
For this, they conducted in-depth research on 200 large accounts (e.g., Walmart, Kaiser, JPMC) and developed custom data visualisations and reports for each account’s specific needs, like retail analytics for Walmart, healthcare data insights for Kaiser, etc.
These bespoke packages (often delivered via premium iPads or printed booklets) demonstrated the ROI and solutions Snowflake could bring.
By blending high-touch physical mailers with online tracking, Snowflake reported 85% of packages opened and generated over $50 million in pipeline from just 200 accounts!.
In other words, each account touched was worth tens or hundreds of thousands in opportunity.
Key tactics and lessons here:
Map out each target’s challenges and KPIs to create truly custom collateral (charts, ROI calculators, case studies).
Use premium formats (e.g. tablets, printed booklets, branded swag) so the package stands out and feels valuable (ofc deal value must be higher to justify such expense).
Include QR codes or web links that let you track engagement with the content. For example, Snowflake’s mailers triggered a digital “welcome page” or demo sign-up, letting sales know when to follow up.
Prepare sales reps with account-specific briefs. Snowflake had marketing and SDR teams coordinate on follow-ups as soon as prospects interacted. It boosted conversions.
By combining handcrafted content with data-driven personalization, Snowflake’s ABM campaign drove exceptional engagement and pipeline.
Other B2B tech firms can adapt this model by scaling down the costs (e.g. less expensive packages) while keeping the personalization and tracking components.
Salesforce (CRM and cloud software) executed a targeted ABM campaign for the healthcare sector by using intent data.
They identified hospitals and health systems actively researching CRM solutions, then launched a mix of outreach: personalized email sequences, invite-only webinars for C-level health executives, and VIP content.
The campaigns were highly personalized with messaging that referenced each hospital’s specific needs (e.g. patient experience, compliance).
The results were impressive, too: Salesforce reported a 32% increase in pipeline from these healthcare accounts.
Steps and tactics from Salesforce’s playbook:
Use data platforms or third-party providers to spot which target companies are “in market” (downloading healthtech content, visiting EMR pages, etc.). You can also use a pilot ABM campaign with a mix of TOFU, MOFU, and BOFU content to see companies actively engaging with your ads, which indicates there being in-market. You can also diversify your ad content based on different features and offer to understand each account’s intent, i.e what feature/quality/offer of your product/service intrigues them the most.
You can do this using ZenABM.
It tracks company-level impressions for each campaign and campaign group:
Then pushes the same data to your CRM so your sales team can access it conveniently:
And you can also tag each campaign with the intent (the feature/quality/offer being advertised by that ad creative), and then ZenABM will group engaged companies showing similar intent together:
So, you’ll know companies that are in-marke for the exact solution you sell!
Send account-specific email campaigns. For example, they dse the hospital’s name in subject lines and link to case studies of similar healthcare clients.
Invite only key decision-makers to invite-only events or roundtables. Salesforce created bespoke webinar content (e.g. panels on healthcare tech trends) and pitched it as an exclusive executive briefing.
After each marketing touch, ensure the account’s sales team follows up quickly. Salesforce coordinated so that any engagement (webinar RSVP, whitepaper download) triggered a tailored sales call or meeting.
By aligning marketing with sales and concentrating on a vertical (healthcare), Salesforce turned specific accounts from cold prospects into warm leads. The key was using personalization at each stage — communications felt tailor-made for each hospital, driving that +32% pipeline growth.
Any SaaS company can replicate this by narrowing down on an industry, using intent data to pick targets, and layering channels (email, events, direct outreach).
Adobe shifted its approach from broad demand generation to true ABM when targeting large enterprises.
They focused on Fortune-500 accounts and employed AI/predictive analytics to inform every step.
Using real-time engagement data (web activity, content downloads, etc.), Adobe delivered account-level personalized communications.
For instance, if a CMO at a target bank was viewing retail-focused whitepapers, the next touch might be a tailored email highlighting Adobe’s retail analytics solutions.
This data-driven personalization led to dramatic results: Adobe saw a 60% increase in deal size and 40% higher customer retention in those accounts.
Key tactics in Adobe’s ABM campaign:
In sum, Adobe’s approach shows the power of data-driven personalization. By tailoring the buyer’s journey based on real behavior and infusing AI recommendations, the Adobe team significantly grew sales metrics.
The playbook takeaway: integrate predictive analytics and tailor every touch to the account’s context.
Engagio (now part of Demandbase) popularized “multi-channel account orchestration”.
Instead of treating channels separately, they created a unified campaign plan for each account, sequencing messages across email, LinkedIn, events, direct mail, and sales calls like a symphony.
For example, a target might get a LinkedIn message from an SDR, followed by a personalized email, then a piece of tailored direct mail, then an invitation to a small VIP event – all reinforcing the same core message.
What made Engagio’s ABM special:
The result of this orchestration was that Engagio saw 300% higher engagement and sped up deals by over 35% compared to non-ABM accounts.
Drift, a conversational marketing platform, used an innovative 1:1 ABM approach by deploying AI chatbots on its website to target specific accounts.
As soon as a visitor from a target company lands on their site, Drift’s system (via reverse-IP lookup) recognizes the company and immediately serves a custom greeting through a chatbot.
The message might mention the visitor’s company name and relevant pain points (e.g. “Hi [Name], we’ve helped other finance companies reduce risk by 30% – would you like to see how?”).
This instant personalization grabs attention.
The chatbot then engages in real-time qualifying dialogue and seamlessly hands qualified leads to sales reps.
Key elements of Drift’s ABM chatbot strategy:
This conversational ABM is particularly effective for SaaS companies selling to tech-savvy firms. It scales personalization without manual effort and instantly identifies warm prospects. The flipside: it requires a sophisticated setup and depends on accurate IP-to-company data.
Overall, Drift’s campaign highlights how AI chat can deliver high-touch ABM at scale, rapidly advancing target accounts through the funnel.
DocuSign (e-signature/SaaS) used a “1-to-many” ABM by building industry-specific content hubs and on-site experiences.
They identified six key verticals (e.g. legal, finance, healthcare, manufacturing) and created dedicated content pathways for each.
When a visitor from a target industry arrived on DocuSign’s site, they would see tailored case studies, testimonials, and resources relevant to their sector. For example, a healthcare lead saw HIPAA-compliance materials, while a legal executive saw e-discovery case studies.
The impact was immediate: DocuSign saw a 60% boost in engagement, 300% more page views, and a 22% growth in pipeline from those targets.
Key tactics from DocuSign’s playbook:
By “speaking the language” of each industry, DocuSign turned generalized marketing into a one-on-one dialogue at scale.
The results (noted above) came from treating each vertical like its own campaign. Replicating this means auditing your content library by segment and investing in personalization tools (many web CMS and ABM platforms can swap content based on firmographics). DocuSign’s success shows that relevant, segment-focused content can really boost ABM performance.
LiveRamp (data connectivity SaaS) ran a classic high-touch ABM pilot for Fortune-500 targets.
They picked ~15 strategic accounts and layered multiple tactics: personalized display ads (with each company’s logo or relevant data point), customized email outreach, physical direct mail packages, and coordinated sales calls.
For instance, a target might get a branded infographic in the mail, followed by a sequence of ads highlighting LiveRamp’s privacy compliance, then an email referencing those exact assets.
Sales Development Reps then called with full context, resulting in a seamless handoff. Results of LiveRamp’s campaign included:
Tactics to emulate:
The takeaway: LiveRamp’s ABM was successful because it never treated an account like “just another lead.” They invested in bespoke creative and cadence for each key target.
This multi-touch orchestration (with digital and analog channels) resulted in vastly higher engagement than generic campaigns. For SaaS companies targeting a handful of big accounts, this model (even on a smaller scale) can deliver similar leaps in pipeline and deal size.
ZenABM is purpose-built for LinkedIn Ads ABM.
Let me show you its core features:
ZenABM pulls company-level ad engagements (including impressions) from LinkedIn’s official API:
You can see each company’s impressions, ad engagement, ad spend, CTR, etc.
ZenABM matches the engaged companies with the deals in your CRM to analyze ad impact on pipeline and revenue:
And the minimum impressions to consider a deal as ad-influenced is something you can decide on your own in ZenABM.
ZenABM calculates a “Current Engagement Score” for each company based on recent ad touches. When a company crosses your defined threshold, ZenABM updates its ABM stage in your CRM and triggers your sales team.
When you run multiple use-case campaigns, ZenABM shows which companies engage with which messages. This gives your reps a clear conversation starter without building complex workflows:
It also pushes the intent as a company property to your CRM:
Stage tracking is also available in ZenABM, and you can set your own minimum thresholds for each:
Use ZenABM to export lists of companies that engaged with each campaign or use case. Then retarget those accounts with follow-up ads or personalized messages.
In this article, we’ve explored seven tactical and successful real-world B2B SaaS ABM campaigns, each packed with actionable insights.
From Snowflake’s premium direct-mail to Salesforce’s intent-driven healthcare campaign, Adobe’s AI personalization, Engagio’s multi-channel orchestration, Drift’s conversational AI, DocuSign’s industry-specific content, and LiveRamp’s high-touch outreach – each demonstrates replicable ABM strategies for significant pipeline growth.
The key takeaway: successful ABM hinges on deep personalization, precise targeting, and alignment between marketing and sales. Tools like ZenABM further enhance these strategies with accurate attribution and CRM integration.
Now, it’s your turn. Choose tactics aligned with your B2B goals and drive impressive results
