ABM Marketing Examples With Real Results and What to Copy (2026)

ABM marketing examples are only useful if you can see what the campaign actually consisted of: the ads, the retargeting, the events and the follow-up. This guide breaks down 8 real ABM campaigns on those four layers, with the numbers where they exist. The first thing to set up is a way to see which companies engage with your ads, because every example below depends on knowing that.

ABM marketing examples: quick summary

• An ABM campaign has four parts. Targeted ads (cold and warm, LinkedIn first), bespoke landing pages, retargeting on Google Display, Meta and Reddit, and events.
• Thought Leader Ads (TLAs) are the best starting format on LinkedIn. Median CPC is $2.29 versus $13.23, but the two count clicks differently, so compare on landing page CPC.
• Good ads are specific. They use a real person, a real number and a clear hook, not a product pitch.
• Follow-up email works after a signal. Using ZenABM signals as the trigger gives us a 1.08% positive response rate.
• FlowFuse is the best small-team example. It went from $400 a month to 80% of its marketing budget on LinkedIn, at $4.02 pipeline per $1 spent.
• Valueships is the best fast-start example. TLAs booked 12 meetings in two weeks and one enterprise deal in 21 days.
• Snowflake, Adobe, DocuSign and LiveRamp need real budgets. Treat their vendor-reported figures as claims, not proof.
• Track pipeline per company. Count impressions, clicks and engagements on the account before the deal opened, not platform CTR.
• In ZenABM: Company engagements shows which accounts engage, signals trigger emails, and the deal attribution dashboard ties it to pipeline (from $59/month).

Free resources

• ABM Benchmarks Report: 2026 LinkedIn ABM performance benchmarks from 161,256 ads and 211 companies, so you can compare your results.
• Best LinkedIn Thought Leader Ads examples gallery: real TLAs with their click-through rates, to browse for hooks and structure.
• ABM Clay templates: templates for turning engaged accounts into outreach.

What is an ABM campaign? What ABM campaigns consist of

An ABM campaign is a coordinated push at a named list of accounts, made of four parts that work together. Together they replace a single channel with a full motion.

1. Targeted ads, cold and warm. Cold ads reach accounts that have never engaged, and warm ads go to accounts that already engaged. LinkedIn comes first because you can target by company list, and the engagement tells you which accounts are warming up.
2. Bespoke landing pages. This is a page that answers the question the account was already asking, or speaks to its industry or use case. See how to build ABM landing pages for the rules.
3. Retargeting. You follow engaged accounts with ads on Google Display, Meta and Reddit, so the message continues off LinkedIn.
4. Events. These include online events and webinars, conferences, and private events such as dinners and networking evenings with presentations. Private events suit one-to-one and one-to-few ABM best. Read more in ABM events and the different ABM strategy types.

On events, Demand Gen Report's 2026 ABM Benchmark Survey found that 47% of respondents picked personalised content as the highest-ROI ABM tactic, with executive events second at 27%. See the survey results.

Here is the five-step surround-sound sequence we use to put these layers in order:

LinkedIn ABM ads: which formats to use

For ABM on LinkedIn, Thought Leader Ads are the best starting format, followed by single image, carousel and video ads for accounts that already know you. LinkedIn's help centre lists Sponsored Content (single image, video, carousel, event, document), Dynamic ads, Sponsored Messaging and Text ads, and describes each one.

Thought Leader Ads promote a person's post as an ad. According to LinkedIn's help page on Thought Leader Ads, you can promote public text, single image, video, article and newsletter posts from employees, creators, and 1st, 2nd or 3rd-degree connections, but you need the member's permission. Documents, polls, multi-image posts and reposts are not eligible. Single image and video TLAs have no CTA button, so the URL goes in the intro text. That is surprising, but it is also why they read like organic posts and don't look like ads.

Not all formats are equal when it comes to deals. This image shows ad-format signals ranked by lift, from 36,051 target accounts and 271 first deals.

Here is a TLA example: Valueships' top ad reached 4.56% landing page CTR. That is landing page clicks divided by impressions, which our dashboards also call eCTR (effective CTR), but I'll stick with landing page CTR from here. Campaign Manager does not show it, but ZenABM's dashboards calculate it out of the box. In our 2026 LinkedIn ABM benchmarks report across 211 companies, the median TLA CPC is $2.29 versus $13.23 for single image ads. Those two CPCs count clicks differently, so don't read them as a like-for-like saving. Compare formats on landing page CPC instead.

For the cold and warm split, Veronika Vebere, who runs ABM for B2B SaaS companies with $50K to $175K ACV, recommends a three-month structure at $10,000 a month. Month 1 is 100% cold with TLAs, single image and text ads. Month 2 is 80% cold and 20% warm, because the month 1 engagers form a retargeting audience, which needs at least 300 members on LinkedIn. Month 3 continues both layers and tests messaging. She sees about 3.5x pipeline ROAS on well-run pilots. Her slide from the ABM Bootcamp is below.

The full format guide is in the LinkedIn Thought Leader Ads ultimate guide.

What good LinkedIn ads look like and why they work

Good ABM ads on LinkedIn win on a specific hook, a real person and a real number, not on a product pitch. Adfolio is a curated library of B2B SaaS ads built by Diligent Studios founders Andrea Todorova and Niko Dovidija. It analyses each ad for its hook, visuals and call to action, and Diligent Studios says it has 100+ breakdowns. I use the same hook, visual and CTA breakdown on our own ads, as below.

The Valueships TLAs. Valueships ran three TLAs that did most of the work. The first, from co-founder Krzysztof Szyszkiewicz, compared millennials still calling skinny jeans cool to SaaS companies insisting seat-based pricing is still cool. It got 21% CTR, 4.56% landing page CTR and 1,754 clicks to the landing page. The second, also from Krzysztof, used a real company example (Swan AI paying Anthropic $51,217 in a single month) and got 15.6% CTR, 2.79% landing page CTR and 1,624 landing page clicks. The third, from managing partner Maciej Wilczyński, was a Netflix pricing teardown used for his own point about pricing mistakes, and it got 7.3% CTR, 1.93% landing page CTR and 1,370 landing page clicks. They worked because each had a recognisable name, a specific number and a point of view. Scroll sideways to see the ads:

The competitor comparison ad. At Userpilot, a "How Userpilot compares to a competitor" ad shown only to warm accounts had 2.3x our baseline CTR. It worked because the account already knew us, and the ad answered the question it was asking. Running it cold produced too many objections before we had built credibility.

The specific customer outcome ad. This one said "A customer reduced churn by 23% in 90 days using in-app surveys" and carried a recognisable logo. It worked because "23% in 90 days" stops the scroll, where "reduce churn" does not.

The problem-solution flowchart. This was a simple "what happens without this feature" versus "what happens with it". Accounts in the Interested stage recognised the problem at once and needed no setup, which is why it worked.

Here is the Userpilot single image ad built on the consolidation message.

Competitor takeout creative. In our Live Workshop: Your ABM Ads Teardown, we compared two styles. Meme-style takeout ads make fun of a rival using culture tropes, while serious A-versus-B comparison carousels lead to a dedicated switch page with G2 ratings and testimonials. You need to test which works for you, and change the wording so you don't use trademarks.

Product images. For a smart water dispenser client, ads showing the product image performed best, and ads leading with an outcome did not stand out. In the evergreen campaign from the same teardown, the plainest ad, text-heavy with interface bullet points, performed best.

Other recurring patterns on Adfolio-style libraries include wall-of-logos social proof, before-and-after creatives, benefit-led ads and memes. You can browse real TLAs with their numbers in the TLA examples gallery.

Retargeting and bespoke landing pages for ABM

Retargeting keeps engaged accounts seeing you off LinkedIn, on Google Display, Meta and Reddit, while a bespoke landing page gives them somewhere relevant to land. Public detail on how most brands retarget in ABM is thin, so I only say what is published.

On landing pages, Tas Bober says in her bootcamp talk that an ABM landing page should answer the question the buyer already has in the research phase: a specific objection, a competitor comparison or pricing for a number of users. Her Convey comparison page uses voice of the customer rather than a feature matrix. At Snagit, moving the biggest objection into its own FAQ block increased purchases by 265%.

The best-documented per-account page example is Snowflake. Each targeted account that clicks lands on its own Uberflip-built page with consistent branding, a clear CTA and a personal note from the account's SDR, per CXL's account-based marketing examples. Because each page serves one account, the engagement data feeds retargeting and follow-up.

Here is the Who versus Where framework for deciding whether the page should speak to the person or the place, from Tas Bober:

See ABM landing pages for more.

Follow-up email outreach triggered by ZenABM signals

Follow-up email works when a signal triggers it, not when it runs cold in parallel with ads, and that is what gives us a 1.08% positive response rate. The reason is simple: an account that has seen your brand several times reads your email in a different context than it reads unsolicited outreach.

On our own data we looked at which LinkedIn engagement patterns go with a higher deal open rate. This is the rule we use: trigger an email when a company reaches 50+ impressions, 3+ engagements and 1+ click in the 180 days before outreach. Here are the LinkedIn signal combinations that were statistically significant at our number of target accounts, ranked by lift:

In ZenABM, every signal appears in one list, and each one can be turned into an audience or pushed as a trigger to your outreach tool:

To see the pipeline side of this at work, this dashboard shows LinkedIn-influenced pipeline by month, with ad spend, pipeline created, closed won and ROAS:

The email structure that worked at Userpilot is three emails. Email 1 gives context, not a pitch, with one useful resource. Email 2 gives social proof from a similar company in three sentences with no ask. Email 3 makes a direct offer with the friction removed, such as a 20-minute call. In our experience, value-first offers (an app report, a proof of concept, event tickets, a free consultation) had good traction, and "I saw you liked X post" had very poor traction.

This is the sequence dashboard behind our positive response rate, from Smartlead, the email tool we send through:

ZenABM pushes signals to Clay or your sales engagement tool over webhooks, and the ABM Clay templates give you a starting point.

ABM campaign examples from real B2B companies: ads, retargeting, events and follow-up

The examples below are the best-documented ABM programmes I could find, and I judge each on the same four layers. Where a layer is not published, I say so. Vendor-reported figures are claims, not proof, so I name the source.

Example 1: FlowFuse, LinkedIn ABM from $400 a month to 80% of marketing budget

FlowFuse is a ZenABM customer, and the FlowFuse case study has the full detail.

Ads. FlowFuse ran LinkedIn ads, mostly TLAs and single image ads, aimed at manufacturing, energy and pharma enterprises with an existing Node-RED footprint.

Retargeting. This is not published.

Events. This is not published.

Follow-up outreach. Sales outreach starts once an account reaches the Interested stage (3+ clicks in a 30-day window plus a high-intent page visit), which stopped sales reaching out too early.

Result and source. Across May to December 2025, ZenABM reporting showed an average of $4.02 pipeline per $1 of LinkedIn ad spend, and a seven-figure influenced pipeline in 8 months at a 50+ impression threshold. Spend grew from $400 a month to 80% of the marketing budget.

What to copy. Build the visibility layer first, with account-level engagement flowing into HubSpot with an ABM stage, and then scale only as the data shows what works. Prospects started saying "I see you guys everywhere" on sales calls.

Where it won't work. Teams without a CRM connection or a clear stage rule can't prove the spend.

Here are FlowFuse's top-performing LinkedIn ABM ads:

Example 2: Valueships, TLAs that booked 12 meetings in two weeks

Valueships is a SaaS pricing agency, and its case is the cleanest TLA example I know.

Ads. Valueships ran LinkedIn TLAs and single image ads. The TLAs got the least spend, but they brought overwhelmingly more landing page clicks, at a very low cost per landing page click.

Retargeting, events and follow-up. These are not published.

Result and source. In our webinar on why TLAs are the most effective format, Valueships reported 12 meetings within the first two weeks and one enterprise deal within 21 days. The top ad hit 4.56% landing page CTR.

What to copy. Put the budget behind the TLA format that wins, using the author's real story and numbers.

Where it won't work. If nobody on your team will put their name to a post, you can't run TLAs, so you would need to recruit customers instead.

Here is the Valueships play on one page, from the TLAs to the meetings.

Example 3: Userpilot, the strategy that influenced $5M+ in pipeline (account based marketing strategy example)

This is the full-motion strategy example, and it is ours. In our webinar on campaign strategy and plan, I shared that the Userpilot ABM programme went from zero to $5M+ in influenced pipeline in under two years, with 2x ROAS and $10 in pipeline per dollar spent.

Ads. We used LinkedIn TLAs for cold awareness, then single image ads for warm accounts, as in the ad breakdowns above.

Retargeting and events. We ran a warm LinkedIn layer, a free Product Drive online conference with 6,200+ signups, 20+ webinars and two live events in our Dublin office.

Follow-up outreach. We sent value-first email after engagement, as described above.

What went wrong first. Our first campaign, Product Drive 2024, had a lead-gen goal (conference signups from target accounts), which was the wrong goal.

Result and source. The best results came from closed-lost and churned-customer campaigns. Across roughly 20 campaigns, most pipeline came from product-led accounts moving to enterprise, competitor users and re-engaged former MQLs and SQLs.

What to copy. Start with accounts you already know: closed-lost deals, churned customers and former leads.

Where it won't work. A new company with no closed-lost history has nothing to re-engage.

A snapshot of the Userpilot results in Campaign Manager:

Example 4: Snowflake, one-to-one ABM at 2,000+ accounts

Snowflake scaled one-to-one experiences to more than 2,000 top accounts, according to AdRoll's case study.

Ads. Snowflake runs per-account campaigns through Opensense and AdRoll ABM, picking channels by industry vertical.

Retargeting. Per-account Uberflip pages feed engagement data to retargeting and follow-up.

Events. Snowflake Summit 26 ran 1 to 4 June 2026 in San Francisco, and its events hub lists a virtual Expedition on 3 to 6 November 2026.

Follow-up. SDRs leave notes on each landing page.

Result and source. CXL reports a 75% increase in SDR-booked meetings and a 3x meeting rate on the most closely aligned one-to-one accounts. A RollWorks quote cites a 50% new-opportunity rate with existing customers targeted with ABM.

What to copy. Pick accounts with qualitative input from sales, then personalise the page.

Where it won't work. Running one-to-one pages for 2,000+ accounts is out of reach for a small team.

This is how Snowflake's one-to-one motion fits together.

Example 5: Adobe, LinkedIn influencer campaign to 900+ EMEA accounts

Ads. Adobe targeted 900+ accounts in EMEA with influencer-led content on LinkedIn, run with TopRank Marketing.

Retargeting and events. These are not published.

Follow-up. This is not published.

Result and source. According to TopRank's case study, the campaign generated 2x the engagement of comparable Adobe campaigns and a 150% increase in LinkedIn form completion rate.

What to copy. Use influencers the target accounts already follow.

Where it won't work. It needs an agency and an enterprise budget.

Adobe's EMEA campaign comes down to one channel.

Example 6: DocuSign, industry homepages and targeted ads

Ads. DocuSign ran targeted digital advertising to named companies, then built industry-targeted homepages with dynamic content such as customer testimonials, because visitors bounced before reaching the best content.

Retargeting, events and follow-up. These are not published.

Result and source. CXL reports 1 million impressions, 59% of targeted companies landing on the site, 22% pipeline growth for targeted industries and a tripled homepage CTR.

What to copy. Build one homepage variant per industry.

Where it won't work. You need enough content per vertical to fill each page.

DocuSign's play is one homepage variant per industry, backed by targeted ads.

Example 7: LiveRamp, 15 Fortune 500 accounts and five touches

Ads. LiveRamp ran targeted advertising to 15 best-fit Fortune 500 accounts (5,000+ employees, $50M+ revenue, in retail, CPG, insurance or automotive).

Retargeting. This is not published.

Follow-up. The follow-up was a lead capture device, email, an SDR call and a gift. With the ads, that is five touches.

Result and source. Navattic reports a 33% conversion from cold to meeting within four weeks and 25x customer lifetime value over two years. CXL's $50M annual revenue headline from the 15 accounts is its claim, not independently confirmed.

What to copy. Narrow to a handful of accounts and layer all five touches.

Where it won't work. It doesn't scale beyond tens of accounts.

Here are LiveRamp's five touches, in the order an account saw them.

Example 8: Templafy, event-triggered dynamic ads

Ads. Casper Rouchmann, speaking at our London meetup, described ads triggered by a merger or rebrand at a target account, built with dynamic headlines. Because the message hit a pain the account was living through, it produced one of Templafy's lowest cost-per-lead campaigns.

Retargeting and follow-up. These are not published.

Events. A London meetup is how this example reached us.

Result and source. The result is a rank, not a number: one of the lowest cost-per-lead campaigns for them at the time.

What to copy. Test the dynamic-headline message first, before you buy automation.

Where it won't work. It depends on a trigger you can detect.

Templafy's play starts from an event at the account, not from a list.

ABM case studies with real numbers

These case studies have numbers you can check, and the full set is on our case studies page and in the ABM case studies post.

Real programmes are slower than the headlines. My own ABM programme at Userpilot took 11 months to work the way I wanted, and the first FlowFuse campaigns flopped before they hit $4 per $1.

ABM ideas you can steal from these examples

Here are the plays most worth lifting, each tied to the example it came from.

1. Event-triggered ads: target accounts at a merger or rebrand, as Templafy did.
2. Closed-lost campaigns: go back to accounts that already evaluated you, as Userpilot did.
3. Competitor takeout: show a meme or comparison ad only to warm accounts, as Userpilot did.
4. TLAs from customers: use customer stories with the customer as the author, as Valueships did.
5. Private dinners and roundtables: bring 12 to 15 decision makers together around a topic rather than your product, which is a one-to-few play.
6. Personalised direct mail: Sykomia sent custom LEGO boxes to around 50 target accounts, each with a QR code leading to build instructions, tracked with UTMs.
7. Industry homepages: build one page per vertical, as DocuSign did.
8. An ROI centre: turn case studies into a searchable database filtered by metric, use case and industry, as Userpilot did.

What the best ABM examples have in common

• They name the accounts first. FlowFuse and LiveRamp both started from a defined list.
• They watch account-level engagement. FlowFuse's stage rule decided when sales reached out.
• They match the message to the account's moment. Templafy used a merger trigger and DocuSign used industry pages.
• They layer channels from one list. Here is the comparison of orchestrated versus parallel campaigns:

Which ABM example should you copy?

Copy the example that matches your budget and team size, not the most famous name.

Here is the same choice as a quick decision map.

Read related: Running ABM on LinkedIn: the ultimate guide

How to track the impact of your ABM campaigns on pipeline

Track ABM at the company level: the impressions, clicks and engagements on the account before the deal opened, not platform CTR or last-click. The formula is: pipeline per dollar = influenced pipeline ÷ ad spend. FlowFuse's $4.02 per $1 is the worked example.

Set the influence rule with all its parts, for example 50+ impressions on the account in the 180 days before the deal was created (FlowFuse used a 50+ impression threshold). Platform dashboards mislead on slow motions. Liam Collins describes a niche healthcare brand whose dashboards were flat for two months, and then two target accounts converted inbound in month three after 90 days of surrounding them.

This is the deal attribution view, showing which campaigns touched a deal over time:

To audit your account against benchmarks in one command, use our /linkedin-abm-audit skill from the LinkedIn ABM skills for Claude.

How ZenABM helps with ABM campaigns

When I was VP of Marketing at Userpilot, I struggled to run ABM on LinkedIn. My husband watched it up close and built ZenABM to fix it. Here is which feature does which step:

• Plan and build campaigns. Zena, ZenABM's AI agent, and the MCP server create and manage LinkedIn campaigns, ad sets and ads from a chat, and they confirm audience sizes and every change first.

• See who engages. Company engagements shows impressions, clicks and engagements per company, with score, stage and CRM data on one row.

• Find which themes land. Intent signals attribute each ad set's theme to the engaging accounts and sync to the CRM.
• Trigger follow-up. Webhooks send engaged accounts and their signals to Clay or a sales engagement tool, and account stages sync to HubSpot, Salesforce or Attio.

• Stop wasted spend. Budget Savers keeps Audience Network and Audience Expansion off, and Exclusions removes bad-fit companies, titles and industries.
• Prove pipeline. The deal attribution dashboard and multi-channel revenue attribution show the touchpoints before a deal opened and closed, and the ABM campaign dashboards show pipeline per dollar and ROAS per motion.
• Review fast. Automated weekly reports and expert skills such as /linkedin-abm-audit do the recurring analysis for you.

Plans start at $59/month (Starter), with Growth at $159, Pro at $399 and Agency at $479, all billed annually. ZenABM has customer reviews on G2. One reviewer, a Head of Revenue, wrote: "What I like best about ZenABM is that they understand ABM beyond theory." FlowFuse said: "ZenABM helped not only close the loop with the data, but also create a framework." Agencies can use the Agency MCP server to reach every client workspace from one connection.

FAQ

What is an example of account-based marketing?

FlowFuse is a clear example. It targeted manufacturing, energy and pharma enterprises on LinkedIn with TLAs and single image ads, tracked company-level engagement into HubSpot, and started sales outreach once an account reached the Interested stage. Spend grew from $400 a month to 80% of its marketing budget, at $4.02 pipeline per $1 spent across May to December 2025.

What are the best ABM campaigns for B2B?

The best ABM campaigns have a defined account list, ads matched to the account's moment, and follow-up triggered by engagement. For a small team, FlowFuse and Valueships are the most copyable. Snowflake, Adobe and LiveRamp are strong but need enterprise budgets. Pick by your budget and team size, using the "which example to copy" table above.

Where can I find ABM case studies?

You can find ABM case studies with real numbers in this post and on our case studies page. They include FlowFuse ($4.02 pipeline per $1 over 8 months), Valueships (12 meetings in 2 weeks), Productive (ICP confirmed in 2 months) and Userpilot ($10 pipeline per $1 at 3 months).

What is an example of ABM for SaaS companies?

Userpilot is a SaaS example. It used TLAs to warm target accounts, single image ads for warm accounts, and value-first email after engagement. The programme went from zero to $5M+ in influenced pipeline in under two years, with 2x ROAS. Its best results came from closed-lost and churned-customer campaigns.

What is an ABM campaign?

An ABM campaign is a coordinated push at a named list of accounts. It combines targeted ads (cold and warm), bespoke landing pages, retargeting on Google Display, Meta and Reddit, and events such as webinars and private dinners. Follow-up outreach is triggered by engagement signals, not sent cold alongside the ads.

What are some ABM success stories?

FlowFuse is one of the clearest for a small team: it went from $400 a month to 80% of its marketing budget on LinkedIn, with prospects saying "I see you guys everywhere". Valueships booked 12 meetings in two weeks from TLAs. Snowflake is the enterprise counterpart, with a 75% increase in SDR-booked meetings, as reported by CXL.