I don’t know if my company is on the TAL of Adobe or not, but they have been showing me really personalized ads for more than 3 months now!
I mean, I’m accustomed to seeing my name in marketing emails, but LinkedIn ads addressing me by my name.
That’s novel.
I have, in fact, taken the ad’s screenshot and talked about it in my LinkedIn post. I’m talking about it here too.
And still, I haven’t clicked the ad. Neither have I explored Adobe, and I won’t anytime soon until the ad shows me why it’s better than what I’m already using (Canva).
So, “Hi Yashasvi” may be super-personalised but still useless.
And this is my point here: ABM content strategy is not about spraying generic content with namesake personalization to your TAL.
So, here, I have laid down 12 ABM content examples that can actually help you close deals, and also how ZenABM can assist you along the way.
Read on…
When you need to win over a whale account, go big or go home.
Adtech company GumGum wanted to land T-Mobile, so they created a full-on custom comic book casting T-Mobile’s CEO as a superhero and GumGum as the trusty sidekick.
This wasn’t just flattery for flattery’s sake.
The storylines subtly highlighted how GumGum’s solutions could help T-Mobile conquer challenges.
The result?
The CEO loved it so much he tweeted it out, giving GumGum a social media boost, and GumGum closed the deal.
Why it worked: It was hyper-personalized and memorable. No generic brochure would have even been read.
Takeaway: For your highest-value targets, create a bespoke “hero asset” that speaks directly to them.
When marketing to enterprise execs, a little swag won’t cut it. You need to shock and awe.
At Dreamforce, analytics company Invoca wanted to book meetings with high-value prospects.
Their offer?
“Meet with us, get a free Apple Watch.”
Yes, a $400+ gadget for a 15-minute meeting.
Crazy?
Maybe, but it worked.
Their booth was swamped, and they blew past their lead and pipeline targets for the event.
The genius part: the Apple Watch wasn’t random; it tied into Invoca’s product (communications analytics), acting as a physical reminder of the meeting (the watch on your wrist, dinging with Invoca’s follow-ups).
Why it worked: It cut through trade show noise with an offer that felt extravagant and exclusive. And it made prospects feel obliged to return the favor (reciprocity is real).
Takeaway: Strategic gifting in ABM can accelerate the pipeline, but make it count. High-value gifts (gadgets, gourmet experiences, donations to their charity) can be ROI-positive if tied to meeting significant stakeholders. Always connect the gift to your story if possible, so it’s not just a bribe but part of the narrative. And don’t forget to follow up immediately. Invoca ensured those who got watches had next steps scheduled.
When a small agency called Intridea had one dream client (the advertising giant Ogilvy), they went all-in.
They bought a billboard directly outside Ogilvy’s NYC HQ with a provocative message: “
Ogle this, Ogilvy.”
Below it, a URL led to a custom meme gallery playfully urging Ogilvy to hire Intridea.
It was cheeky, it was risky, and guess what – it got Ogilvy’s CEO to call them. They scored the meeting.
Why it worked: Total pattern interrupt. Ogilvy’s execs couldn’t miss it. It was literally in their faces, impossible to ignore. The boldness demonstrated confidence and creativity, qualities Ogilvy values. And it was ultra-targeted (one account, one message).
Takeaway: Don’t be afraid to go big for a whale account. Just make sure your execution is clever not creepy, and have the sales team ready to catch the ensuing inbound interest.
SaaS company Salsify needed to boost attendance for a flagship event in NYC.
Instead of mass emailing discounts, they executed a tight ABM blitz on a list of ideal accounts.
They started with a compelling event invite (value-driven messaging) to target contacts, then retargeted those who engaged with display ads, then followed up with personalized emails and LinkedIn outreach.
Finally, sales reps swooped in with phone calls to seal the RSVP.
All this happened in a short window (they set up the campaign in two hours).
The outcome?
They exceeded their attendee goal by 37%.
Why it worked: It was coordinated and persistent. The prospects saw Salsify’s event invite everywhere: inbox, LinkedIn, and web ads. Thus, creating a sense that “this event is THE place to be.” And marketing and sales were in lockstep (a rarity).
Takeaway: ABM content isn’t just the asset, it’s the sequencing. Use a combo of channels like email, social, ads, calls, and even direct mail to surround your audience with a coherent message. Also, time the touches so they reinforce each other.
Your website should not treat all visitors the same, especially if you know they’re from a target account.
Customer data platform Segment nailed this by building dynamic landing pages that changed based on the visitor’s persona and tech stack.
When an engineer from a target account visited, they saw messaging about solving engineering pain points and logos of developer tools Segment integrates with.
A product manager would see a different variation focusing on product use cases.
They even auto-adjusted which integration logos showed up, based on the prospect’s company.
This level of “we know you” blew prospects’ minds and led to a significant boost in conversion rates for Segment.
Why it worked: It made every visitor feel like the content was made just for them, because it was. By addressing specific pain points and tools that the prospect uses, Segment’s site answered the visitor’s questions before they even asked.
Takeaway: Utilize personalization technology to its fullest and rightly.
B2B tech isn’t known for glamour, but workplace software company Robin used visual content to make prospects feel what Robin could do.
To entice enterprise facilities and HR leaders, Robin ran ads showing beautiful, modern office layouts achieved by their current clients.
Essentially, “This could be your office with Robin.”
This visual FOMO campaign led to a 50% increase in website traffic from target accounts and a 20% jump in leads generated.
Why it worked: It painted a picture (literally) of the outcome, not the product. Humans are visual creatures; a single image of a dream office can be more convincing than a 10-page text brochure about office management software. It also utilized social proof subtly.
Takeaway: Show, don’t just tell, especially if your solution has a tangible impact; use before-and-after visuals.
Cloud software firm Genesys found themselves losing deals to savvier competitors, partly due to a lack of deep customer insight.
They responded by going all-in on persona-specific ABM content.
They researched and defined five buyer personas (e.g. CIO, call center manager, CFO, etc.) in their target accounts and crafted detailed playbooks and thought leadership for each.
This included tone-of-voice tips, conversation starters, and custom content addressing each persona’s unique concerns.
Sales and marketing worked together on these (so the content hit real objections sales knew about).
Then Genesys delivered this content via multiple channels: mailers, LinkedIn posts by sales reps, direct emails, etc.
The campaign also used predictive analytics to trigger content when buying intent signals popped up.
The outcome?
Genesys achieved a 74% engagement rate in key accounts (nearly everyone interacted with some content) and boosted their target pipeline by 400%.
Why it worked: They left nothing to chance. Every potential champion and blocker at the account had content crafted just for them. By preempting objections and speaking each stakeholder’s language, Genesys made it easy for their champion to circulate the content internally and build consensus. It was like giving their internal advocate a toolbox to sell on their behalf.
Takeaway: Map content to each member of the buying committee. Create assets for each.
Information giant Thomson Reuters knew that for big deals, personal relationships seal the deal.
They executed a three-pronged ABM event strategy:
This comprehensive approach did two things:
The result?
A staggering 95% win rate for accounts touched by this ABM campaign.
Why it worked: Thomson Reuters met their prospects where they were in the journey. Early-stage folks got value with no pressure (just learning and peer networking). Later-stage folks got pampered and emotionally invested. And involving current customers created peer validation and goodwill.
Takeaway: Invest in experiences, not just content artifacts and make your prospects feel part of an exclusive club.
ABM platform RollWorks faced stalled opportunities where prospects went dark mid-funnel.
To reignite them, RollWorks sent creative direct mail kits dubbed “Over-the-Line” packages to these accounts.
Inside was a notebook with a checklist of steps to get started (cleverly nudging them on how easy adoption could be) and sprinkled throughout were customer testimonial quotes, so as they flip the notebook, they see social proof on every few pages.
They also included a small “door opener” gift (like a fancy pen or desk toy) just to delight.
This tactile approach, combined with follow-up emails and ads referencing the kit, worked wonders. RollWorks saw appointment rates jump from 2.6% to 10.2% after the kits (almost 4x lift).
Even better, prospects who got a kit were 3Ă— more likely to book a meeting.
Ultimately it contributed to a 41% close rate on resurrected deals and even generated buzz on socials.
Why it worked: In a digital-overloaded world, physical mail stands out. The kit was interactive (they literally checked off onboarding steps, psychologically committing themselves) and fun. It also combined practical value (checklist) with emotional proof (testimonials).
Takeaway: Revive stalled deals with lumpy mail. Make sure it’s integrated – coordinate your digital touchpoints to coincide with delivery. And consider including something that prompts action (a checklist, a calendar invite, a QR code to a personal video message).
Even global behemoths use ABM to drive growth. SAP, a $30B+ software company, realized that over a third of their revenue came from just 10% of their accounts, yet many decision-makers at those accounts didn’t even know which SAP products their company had!
They launched a dedicated ABM initiative focusing on those top accounts with bespoke marketing plans for each.
This meant assigning elite ABM teams to just a handful of accounts, creating entirely customized content and communication streams for each (regular check-ins, on-site workshops, custom roadmaps, etc.). They started with 5 accounts and scaled to 55 over two years.
The impact was enormous: $27 million in new pipeline from those accounts, and another $57 million in upsell pipeline progressed thanks to the program.
Why it worked: Focus. By treating each strategic account as a “market of one,” SAP deepened relationships and uncovered opportunities that generic marketing never would.
Takeaway: Sometimes, less is more. Don’t be afraid to allocate disproportionate resources to your most valuable accounts. This is classic one-to-one ABM.
Data platform LiveRamp took an all-hands-on-deck approach to ABM.
They identified 15 Fortune-500 target accounts and rolled out a multichannel assault: personalized display ads, custom landing pages for each account, direct mail gifts, and high-touch sales outreach.
Crucially, their marketing and sales teams operated as one unit, with synchronized messaging and timing for all these touches.
The results were absurdly good: in just 4 weeks, LiveRamp converted 33% of cold targets into booked meetings. Over two years, they grew revenue from those accounts 10Ă— and increased customer LTV by 25Ă—
Why it worked: Complete sales-marketing alignment and persistence. Targets got consistent messaging in every channel, and LiveRamp stayed on their radar without fail. By the time a sales rep called, the prospect had likely seen their ads, visited their tailored webpage, maybe received a gift , so they were primed and familiar. Also, LiveRamp’s use of regional thought leadership events as part of the mix (small local events for these accounts) gave a personal touch that competitors lacked.
Takeaway: Orchestrate a symphony, don’t play a solo. The power of ABM is in cohesion – every touchpoint reinforcing the others. Break down the wall between marketing and sales; plan your campaigns together.
Who says ABM is only for selling to stodgy B2B execs?
Microsoft wanted to influence the next generation of tech decision-makers (today’s teens), so they crafted a campaign featuring NBA player Donovan Mitchell to demo futuristic tech to kids.
They turned Donovan into a relatable tech educator, sharing content of him geeking out with students on social media.
This emotional, story-driven content established an authentic connection with a tough audience.
The payoff: Microsoft’s campaign “captured the hearts” of the upcoming generation and planted seeds of brand love that will sprout for years.
Takeaway: Emotional content can be incredibly powerful in ABM. Don’t be afraid to use influencers or personalities that resonate with your target accounts’ culture. And remember, ABM content doesn’t always have to talk about your product. Sometimes, associating your brand with something your audience cares deeply about works.
ABM content only works when you know who to speak to, what they have seen, and where they are in the journey.
ZenABM gives you that context in one place so you can plan copy, assets, and outreach with precision.
Buying groups are not monolithic. ZenABM supports persona-level targeting within the same account, so you can show finance, product, and IT different creative tracks.
As ZenABM reports company-level engagement for each campaign and campaign group, and also pulls deals value of ad-engaged companies from your CRM deals, it is able to lay down each ad’s ROI and a lot of other metrics:
Use campaign and group-level exposure to decide what content to serve next. The point is to advance the account, not recycle the same talking point.
| Signal from ZenABM | Next content move | Who acts |
|---|---|---|
| High impressions on “Cost Savings” group, no clicks | Short ROI calculator, 2 slide value summary | Marketing nurture |
| Clicks on “Vs Competitor” with repeat views | Comparison one-pager, migration checklist | BDR sequence |
| Product team engages with “Analytics” videos | Technical deep dive, API quick start | Sales engineer assist |
| Executive views awareness only | Customer story with outcomes and timeline | AE follow-up |
Result: Your content strategy stops guessing. You know which accounts are hottest, which messages they saw, which personas engaged, and what to ship next to move them to the next stage.
Smart ABM content is not a first name in a headline.
It is relevance, timing, and proof delivered to the right personas inside the right accounts, guided by real engagement signals.
Use intent-themed campaigns to learn what a buying group cares about, tailor assets by persona and stage, and orchestrate touches across ads, email, events, and direct mail.
Close the loop by attributing pipeline and revenue to specific campaigns so you can double down on what moves deals forward.
With ZenABM capturing company-level exposure, pushing qualitative intent into your CRM, and surfacing stage movement, you can build a content engine that prioritizes the hottest accounts and advances them with precision.
