What Is Multichannel Marketing?

84% of B2B marketers said they believe LinkedIn delivers the best value. In fact, 81% of marketers who used ABM in 2024 reported an increased ROI compared to other forms of marketing. An ABM strategy can be particularly helpful for B2B companies that are looking to build long-term relationships with key accounts. When selling to other businesses, there is rarely one person making a purchasing decision.

Some tactics are hard to measure — like print advertising or word-of-mouth campaigns. You want to make sure you’re getting a positive return on investment, or ROI. Plan to compare your marketing and sales costs to the revenue it generates. The federal government regulates advertising and labeling for a number of consumer products, so make sure your advertising is legally compliant. List the sales methods you’ll use, like retail, wholesale, or your own online store. Describe how you’ll literally sell your service or product to your customers.

As businesses continue to adopt these technologies, the role of chatbots in enhancing customer interaction within account-based marketing campaigns will only grow. By providing instant support and personalized interactions, chatbots not only improve customer satisfaction but also contribute to higher conversion rates. As Kyle A., Chief Marketing Officer at Athletes Think Different, noted, businesses have successfully scaled while reducing acquisition expenses through effective methods. Successful implementations of chatbots in B2B settings have proven their effectiveness in driving engagement. By integrating chatbots on LinkedIn, businesses can streamline interactions, making it easier to nurture leads and convert them into customers. Statistics reveal that 65% of B2B marketers plan to increase their use of LinkedIn, where chatbots can facilitate direct communication and engagement with potential clients.

Here's how Adobe used LinkedIn to support account-based marketing efforts. Additionally, LinkedIn can help you create a more personalized experience for your target accounts through genuine relationship-building with your buying committee. LinkedIn can be a beneficial platform for targeting accounts, especially for B2B companies.

account-based marketing examples that you can learn from

One AI-powered customer platform for all your marketing and sales needs. Development in Salesforce Marketing Cloud’s SSJS can be very restrictive, especially when you’re already familiar with the latest EcmaScript6 JavaScript features. In today’s fast-paced digital world, businesses are constantly seeking innovative ways to boost their marketing efforts and enhance efficiency. With all the channels equally aware of customer behavior, an organization can provide customers with a coordinated, seamless experience.

Types of B2B companies

Search, social, programmatic, video, influencer, native,… Email us to get started. Every high-impact campaign starts with a single, clear objective. Layer in tools built for omnichannel outreach and performance measurement. Think about the content sophistication your decision-makers expect-then create personalized B2B content mapped to individual pain points and buying intent signals.

Start Driving MQLs

Modern account based marketing platforms and account-based marketing software help automate this process. Use CRM data, buying signals, industry filters, and customer patterns to identify accounts with the highest potential. And over time, additional team members can support more accounts. This is one of the most important account based marketing best practices.

That might mean referencing a prospect’s latest funding round, tailoring ads to industry-specific challenges, or adapting messaging based on where an account sits in the buying cycle. Leading teams are using AI and real-time intent data to create content and outreach that feels handcrafted, even when it’s automated. These will help you think bigger, test smarter, and sell more effectively, regardless of whether you’re refining your current ABM motion or building one from scratch. In this article, we’re breaking down 8 of the most inspiring, creative, and effective ABM examples, from hyper-personalized outreach to multi-channel plays that actually convert.

The more specific and tailored your content, the higher the engagement. A one-size-fits-all approach won’t drive engagement—tailor every message based on the target company, industry, and decision-makers. When both teams collaborate, they can create a seamless experience Account-based marketing campaigns for target accounts, increasing engagement and revenue. In ABM, sales and marketing need to work as one unit. Your ICP defines the ideal type of company, but now it’s time to pick specific businesses that match those criteria and show buying intent.

For example, when targeting Saxo Bank, they developed custom advertisements addressing prospects by name and speaking directly to their use cases. They prioritized delivering educational content tailored to each account’s position in their lifecycle. Snowflake, recognizing the rise of ABM, focused on content-driven ABM by creating a library of high-quality materials designed for target account engagement. The results were significant—Auth0 built a $3 million pipeline within the first six weeks of their pilot program. Auth0 adopted a calculated approach by starting with a pilot ABM program.

The sales executives at O2 then followed up with individual clients for face-to-face meetings. The company took the pain of creating personalized reports for each of its target companies. O2 is a British telecommunication service provider that had to deal with heavy competition in its industry. Based on their answers, DocuSign sent industry-specific messages, images, testimonials, and peer logos. The visitors were asked a few questions to determine their industry among the six targeted industries. This shows that ABM's strategy utilizing multichannel and collaboration between marketing and sales team can bring results beyond expectations.

Look at industry trends, past sales data, and firmographics to pinpoint your ideal customer profiles (ICPs). Building a successful account-based marketing strategy requires tight coordination between sales and marketing. Smart businesses use proven customer management strategies to focus their resources where they matter most, and account-based Marketing (ABM) has become essential. That’s the reality for many B2B companies that are still using broad-based marketing approaches. Damien Cain positions himself as a vital ally for brands seeking sustainable growth by streamlining promotional strategies and ensuring that sales and marketing efforts work in tandem to maximize impact.

Marketing and sales goals

• Meet Aura, your always-on marketing, sales, and support team.
• Specifically, longer videos on platforms like Facebook correlate with higher reach and interactions, suggesting that marketers should tailor their content strategies to align with platform-specific preferences.
• You start by identifying high-value accounts, presenting your brand to them, closing the accounts, and keeping them happy.
• Most “traditional” marketing strategies—content marketing, inbound marketing, etc.—start from generalizations about the ideal customer.
• The more specific and tailored your content, the higher the engagement.
• The rebrand surfaced an existing strength that had been invisible — it didn’t create something new, it made something real finally visible.

This follow-up email is appropriate and effective because it directly addresses the fact that the reader hasn’t yet downloaded the ebook with a gentle nudge and personalized approach. If you track an ebook download, follow up in two days with a question about the guide to spark a conversation. LiveRamp couldn’t have seen the success they did without total alignment between sales and marketing teams. The first two touchpoints (display advertising and a targeted marketing email) introduce the brand, looking to generate awareness before the SDR makes contact.

This means you start with your target accounts, creating content and campaigns that reach specific people at those companies. Because many people (about 17!) are involved in B2B decision-making, you’ll need to identify the C-suite, the (decision) influencers, and also the end users. A focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers. By diversifying channels, marketers reinforced messages and increased the total number of impressions per stakeholder, raising familiarity, trust, and influence inside target accounts.