The short answer
Good ABM examples share one trait: the account can tell the campaign was built for them. Common plays include a 1:1 landing page around an account's stated initiative, a welcome play for a newly hired leader, a 1:few campaign for a cluster of similar accounts, a 1:many sequence triggered by hiring signals, and expansion campaigns aimed at a customer's other divisions.
On this page
Key takeaways
Specific beats spectacular: The campaigns that work name one true thing about the account. Expensive gifts with a generic message rarely do.
Match play to tier: Bespoke assets for 1:1, shared cluster content for 1:few, signal-triggered sequences for 1:many. Mixing them up wastes budget.
Every play has one goal: Open a new logo, revive a lost deal, speed up a stuck one or expand. Pick one per campaign.
Steal the structure: Each example below has a setup, assets, channels and a reason it works. Swap in your accounts and angle.
ABM Examples at a Glance
These eight plays cover the four goals ABM teams run most often: open a new account, revive a lost one, speed up a stuck deal and expand a customer. The companies are fictional, so you see the mechanics instead of a logo. Each one fits a tier from the ABM strategy framework.
| # | Example | Tier | Goal | Core asset | What made it work |
|---|---|---|---|---|---|
| 1 | Initiative briefing | 1:1 | New logo | Account landing page | Led with the account's own stated priority |
| 2 | New-leader welcome | 1:1 | Revive closed-lost | 90-day plan one-pager | Timed to a new leader's first months |
| 3 | CFO business case | 1:1 | Unstick a deal | Deck in finance terms | Armed the champion for the internal sell |
| 4 | Cluster page | 1:few | New logos | One page per cluster | Shared problem, peer proof |
| 5 | Event dinner | 1:few | Meetings | Personal invitations | Peers, not a pitch |
| 6 | Signal-triggered sequence | 1:many | Meetings | Email naming the signal | Timing |
| 7 | Intent-to-content | 1:many | Engagement | Topic content and ads | Relevance without creepiness |
| 8 | Sister-division play | Expansion | Cross-sell | Internal proof page | Proof from their own company |
1:1 ABM Examples for Strategic Accounts
One-to-one plays earn the most custom work, so each one should be built on a single, specific insight. For the full process and budget, see the one to one ABM guide.
1. The initiative briefing
Setup. Northwind, a freight pricing tool, targets Halden Freight, whose careers page shows three open pricing analyst roles. The angle: spot volume is outgrowing manual quoting.
Assets and channels. A landing page titled around Halden's quoting backlog, an email to the VP of Operations and LinkedIn ads to the pricing team.
Subject: Quoting at Halden while you hire
Hi [First name], three pricing analyst roles usually means quotes are
waiting on people. I put together a short page on how [peer type]
kept spot quotes same-day during a hiring push: [link]
Worth 15 minutes to compare notes?
Why it works. It's about their problem, in their words, with a page they can forward. The specificity proves the research happened.
2. The new-leader welcome
Setup. Brightline Health was a closed-lost deal last year, and they just hired a new Head of RevOps, Priya Nair. New leaders tend to review tools and look for early wins.
Assets and channels. A one-pager framed as "a 90-day plan for [their goal]", a personal email from the AE and a LinkedIn note after she announces the role.
Why it works. It's timely, it offers help rather than a pitch and it ignores the old deal entirely. Fresh leader, fresh conversation.
3. The CFO business case
Setup. A deal with Orbit Analytics stalls at finance. The champion likes the product but can't explain it to the CFO.
Assets and channels. A short deck written in finance terms (cost of the problem, cost of the fix, risk of waiting), sent to the champion to forward. Build it as a personalized pitch deck rather than your standard demo deck.
Why it works. Champions sell internally when you're not in the room. Give them the slides they'd otherwise have to write.
1:Few ABM Examples for Account Clusters
One-to-few plays group accounts that share a problem, so one strong piece of content serves the whole cluster. Each account still gets one personal line.
4. The cluster page
Setup. Twelve regional freight brokers are all hiring pricing staff. Northwind builds one page for the cluster: "Quoting spot freight while you scale the pricing team."
Assets and channels. The cluster page, LinkedIn ads to all twelve, and an email per account with one line about that company.
Why it works. The problem is shared, so the proof lands for everyone. The per-account line keeps it from feeling like a blast.
5. The event dinner
Setup. Eight target accounts are attending the same industry conference. Northwind hosts a small dinner for their operations leaders.
Hi [First name], a few ops leaders from [peer companies] are getting dinner
on [date] during [event] to swap notes on [shared problem].
No slides, no pitch. Would you like a seat?
Why it works. Buyers want to hear from peers. The dinner gives them that, and the follow-up writes itself.
1:Many ABM Examples That Still Feel Personal
One-to-many plays use light personalization across a large list. The trick is to personalize the timing and the topic, even when the content is shared.
6. The signal-triggered sequence
Setup. Any ICP account that posts a relevant job or announces an expansion enters a sequence within a week, and the first email names the signal. See the full list of sales trigger events worth automating.
Why it works. Timing does most of the work. The same email sent a quarter later would be ignored.
7. The intent-to-content play
Setup. Accounts showing third-party intent on "freight quoting" get ads and an email sequence about quoting, but the copy never mentions that you saw their research.
Why it works. The account gets relevant content at the right moment, without the creepy "I noticed you were researching" line. Our guide to sales intent signals explains how to act on intent safely.
Expansion ABM: Selling Deeper Into Customers
Your easiest new account is often a division of a current customer. Expansion plays use proof from inside the company, which no competitor can match.
8. The sister-division play
Setup. Lumen Payroll's US team uses Northwind, but its UK division doesn't. Northwind builds a page for the UK team showing what the US team changed, with the customer's permission.
Why it works. Internal proof removes the biggest risk question: "Will this work for a company like ours?" It already does.
What the Best ABM Examples Have in Common
Strip away the channels and every example above follows the same pattern. Use it as a checklist before you launch any ABM campaign.
- One account insight. Every play starts from a true, specific fact about the account or cluster.
- One goal. New logo, revive, unstick or expand. Never all four at once.
- One asset people can forward. A page, deck or one-pager the champion can share internally. Our ABM landing page guide shows how to structure one.
- Coordinated touches. Ads, email, calls and LinkedIn all tell the same story in the same weeks.
- An exit rule. A booked meeting, or the account drops back a tier.
The asset is usually the bottleneck. Writing a page or deck for every account takes hours each. Edithly for account-based marketing builds those assets from each account's website, on your brand, so the team can spend its time on the plays instead of the formatting.
How Edithly does it
Build a 1:1 ABM landing page for any account in three steps
Edithly builds the core asset in most of these plays: an on-brand landing page written around one account's business, with a share link you can drop into email, LinkedIn or a direct mail note.
- 1
Click the Landing Page tile
Open your product's Home and pick Landing Page. Your offer, proof points and brand are already in your playbook from your website.
- 2
Enter the account and angle
Add the company name and website. Use Notes for the play, such as 'new VP of RevOps, lead with a 90-day plan', and add the contact's name if you have it.
- 3
Click Generate landing page
Review the page, then copy the share link. The link shows a view count, so you can see when the account opens it.
Website
Ready
- Built for Acme
- Their priorities
- How you help
- Proof
- Call to action
- Copy link
- By hand
- 1 to 2 hours per account for research, copy and design
- With Edithly
- A couple of minutes per account, plus your review
Frequently asked questions
What is an example of account based marketing?
A software company picks ten target accounts, researches each one's current initiative, builds a short landing page for each that explains how it would help with that initiative, sends the page to the likely champion, runs LinkedIn ads to the rest of the buying group and has the AE follow up by phone. Every touch tells the same account-specific story.
What are the three types of ABM campaigns?
One-to-one campaigns target a single strategic account with bespoke content. One-to-few campaigns target a cluster of similar accounts that share a problem. One-to-many campaigns use scaled, lighter personalization across a large list, often triggered by signals such as hiring or intent data.
What makes an ABM campaign successful?
A clear target list, an account-specific angle, coordinated sales and marketing touches and a single goal per campaign. The asset matters less than the insight behind it: a plain page that names the account's real initiative usually outperforms an elaborate gift with a generic message.
How long does an ABM campaign take to show results?
Engagement such as replies, page views and meetings shows up within weeks. Pipeline and revenue follow your normal sales cycle, which for B2B deals often means one or two quarters or more. Judge early campaigns on engaged accounts and meetings, and judge revenue over a longer window.
Can Edithly create the assets for these ABM examples?
Yes, for the core content. Paste a target account's website and Edithly builds a landing page, one pager, pitch deck, cold email variants or call script around that business, on your brand. It doesn't run ads, send email or ship direct mail; you run those through your own tools.