In this guide, I break down seven real-world B2B ABM marketing examples and why they worked.
For each example, I call out the exact tactics and the measurable outcomes so you can move fast.
Read on, lift the play that fits your motion, and see how ZenABM can support your account-based marketing program.
How ZenABM Amplifies Your ABM Results:
Choose the tactics that match your goals and use ZenABM to scale the impact.
Snowflake, a cloud data platform, executed one of the strongest account-based marketing case studies by pairing premium direct mail with rich digital experiences. They combined highly personalized mailers with targeted online content.
The team did deep research on 200 large accounts such as Walmart, Kaiser, and JPMC, then created custom data visualizations and reports aligned to each account’s objectives. Think retail analytics for Walmart and healthcare insights for Kaiser.
Packages shipped as elegant booklets or on premium tablets and showcased projected ROI, plus the exact Snowflake solutions that solved the account’s problems.
With high-touch mailers and tight digital tracking working together, Snowflake reported 85 percent open rates and more than 50 million dollars in pipeline from only 200 accounts.
Each account represented a five- to six-figure opportunity.
Key tactics from this example:
Document each target’s pains and KPIs. Build bespoke collateral like charts, ROI tools, and case studies that speak directly to those needs.
Use premium formats like tablets, hardcover booklets, or branded kits so the package stands out and earns attention. Ensure projected deal value justifies the spend.
Embed QR codes or unique URLs to track engagement. Snowflake’s kits drove recipients to a tailored welcome page or demo sign-up that alerted sales for fast follow-up.
Arm reps with account briefs and next-best actions. Marketing and SDRs coordinated outreach as soon as a prospect engaged, which improved conversion.
By pairing handcrafted content with data-backed personalization, Snowflake’s ABM program drove standout engagement and pipeline.
You can adapt this by lowering unit cost while keeping the research depth, personalization, and measurement that make it one of the ABM marketing examples to emulate.
Salesforce, known for CRM and cloud software, ran a healthcare-focused motion powered by intent data. They targeted hospitals and health systems actively researching CRM solutions and layered outreach that included personalized email sequences, invite-only executive webinars, and premium content.
Messages referenced each hospital’s priorities, like patient experience and compliance.
Results were strong. Salesforce attributed a 32 percent pipeline increase to these healthcare accounts.
Steps and tactics you can lift from Salesforce:
Use platform data or third-party sources to identify in-market companies that consume healthtech content or visit EMR pages. Pilot campaigns across TOFU, MOFU, and BOFU to spot accounts engaging with your ads. Vary creative by value proposition or feature to reveal what each account cares about most. You can execute this using ZenABM.
It pulls company-level impressions for every campaign and campaign group:
Then it syncs the same engagement data to your CRM so sales can act on it quickly:
You can also tag each campaign by the intent it promotes. ZenABM will group accounts that respond to the same message:
This view shows which companies are in-market for the exact solution you provide.
Send campaigns that reference the account by name and link to relevant case studies from the same industry.
Host invite-only roundtables or briefings for decision makers. Salesforce curated executive sessions on healthcare technology trends and positioned them as exclusive.
After each marketing touch, coordinate fast sales follow-up. A webinar RSVP or whitepaper download should trigger a tailored outreach sequence.
By narrowing to one vertical and aligning sales with marketing at every step, Salesforce warmed up cold accounts. Personalization at each stage fueled the 32 percent pipeline lift.
Any SaaS team can copy this ABM case study by focusing on a single industry, applying intent data to selection, and layering email, events, and direct outreach.
Adobe shifted from broad demand generation to focused account management for large enterprises. They prioritized Fortune 500 companies and used AI and predictive analytics to guide targeting and messaging.
With live engagement data across web and campaigns, Adobe delivered account-level personalization.
For example, if a CMO at a target bank consumed retail content, the next touch highlighted Adobe’s retail analytics capabilities.
Results followed. Adobe reported a 60 percent jump in deal size and a 40 percent increase in retention among these accounts.
Key tactics in Adobe’s approach:
The lesson is clear. Use predictive models to select targets and tailor the journey to the account’s real behavior. That is what turns good plays into the best ABM marketing examples at enterprise scale.
Engagio, now part of Demandbase, championed coordinated account orchestration. Instead of running channels in silos, they mapped a unified plan for each account and sequenced messages across LinkedIn, email, direct mail, events, and sales calls.
A typical flow started with an SDR’s LinkedIn message, followed by a personalized email, then a tailored mailer, then a VIP event invite. One story. Many touches.
What made this example stand out:
This orchestration drove 300 percent higher engagement and shortened cycles by more than 35 percent compared to non-ABM cohorts. A textbook account-based marketing example for complex deals.
Drift used 1:1 personalization with on-site chat to target key accounts. When a visitor from a target company arrived, reverse IP identified the firm and triggered a custom chatbot greeting.
The message referenced the visitor’s company and likely pains like risk reduction for finance teams and invited the user to learn more.
This immediate relevance captured attention.
The bot qualified in real time and routed sales-ready visitors straight to reps.
Core elements in Drift’s approach:
This conversational play scales personalization without heavy manual work. Ideal for SaaS teams selling to tech-forward buyers when IP data is accurate and flows are well tested. Another of the best ABM marketing examples for pipeline velocity.
DocuSign ran a one-to-many motion by building industry-specific experiences. They selected six core verticals such as legal, finance, healthcare, and manufacturing, then created content paths for each.
Visitors from target industries landed on tailored pages with relevant case studies, testimonials, and resources. A healthcare lead saw HIPAA content. A legal leader saw e-discovery proof points.
Impact was immediate. Engagement rose by 60 percent, page views tripled, and pipeline grew by 22 percent among targeted accounts.
How to replicate this example:
Treat each vertical like its own campaign. The relevance pays off. This is one of the cleanest B2B ABM marketing examples for teams with strong content libraries.
LiveRamp, a data connectivity SaaS, piloted a classic high-touch program for a small set of strategic Fortune 500 targets. They selected around 15 accounts and layered personalized display ads using each company’s name or data points, custom email sequences, physical direct mail, and coordinated sales outreach.
A prospect might receive a branded infographic in the mail, then see ads reinforcing privacy and compliance, then get an email referencing the exact materials they viewed.
SDRs are called with context for a smooth handoff. Results included:
What to emulate:
This worked because no account was treated like a generic lead. Bespoke creative and cadence across digital and physical channels produced durable engagement and pipeline growth. It is one of the best ABM marketing examples for strategic accounts.
ZenABM is built for LinkedIn Ads ABM.
Here are the core capabilities:
ZenABM ingests company-level ad engagements, including impressions, from LinkedIn’s official API.
You can view impressions, engagement, spend, CTR, and more for every company.
ZenABM matches engaged companies with opportunities in your CRM to quantify ad impact on pipeline and revenue:
You can define your own minimum impressions to classify a deal as ad-influenced.
ZenABM calculates a current engagement score for each company based on recent touches. When a score crosses your threshold, ZenABM updates its ABM stage in your CRM and triggers handoff to sales.
When you run multiple use-case campaigns, ZenABM reveals which companies engage with which narratives. Reps get a concrete conversation starter without complex workflows:
It also writes the intent as a company property in your CRM:
Stage tracking is available, and you can define thresholds for each stage:
Use ZenABM to export lists of companies that engaged with each campaign or use case. Then retarget those accounts with relevant ads or personalized outreach.
In this guide, we explored seven tactical and successful B2B SaaS examples of ABM, each with steps you can replicate. From Snowflake’s premium mailers to Salesforce’s intent-led healthcare motion, Adobe’s AI personalization, Engagio’s cross-channel orchestration, Drift’s conversational chat, DocuSign’s industry paths, and LiveRamp’s high-touch outreach, these plays prove that focused account execution moves the pipeline.
The takeaway is simple. Great results come from deep personalization, precise account selection, and tight sales and marketing alignment. Tools like ZenABM make the best ABM marketing examples easier to run with clean attribution and CRM sync.
Now it is your turn. Pick the motions that match your B2B goals and put them to work.
