8 Account-Based Marketing Examples to Take Inspiration From

You also need a way to naturally integrate your products, otherwise your message will fall flat. In fact, micro-influencers — those with between 10,000 and 100,000 followers — see higher engagement rates than larger accounts. In this incident, the company was ordered to remove misleading website messages about aiming for carbon neutrality (tsk!) or face fines of €10,000 per day.

Imagine an exclusive gathering held in a metaverse, open only to prospects from high-value target accounts at the bottom of your marketing funnel. If we focus on just Australia, 40% of all people surveyed claimed to have bought a product influenced by a direct mail campaign, as per research by Trapica. Their direct mail strategy targeting stalled prospects achieved a 41% closing rate, demonstrating the impact of combining offline and online channels in ABM. Their strategy involved studying target accounts to understand their specific needs.

Your A/B testing and sales intelligence software should be able to tell you after a short while what kinds of messages are resonating and which aren’t. Just be sure to keep your audience in mind and prioritise the channels that are most relevant to your ultimate targets. Best-practice account selection is absolutely vital to ensure you’re mitigating the inherent risk of targeting fewer accounts.” “Committing to ABM means focusing your resources on Account based marketing examples accounts that have a higher propensity of converting into business.

Spotify’s ABM approach to keep you hooked

When teams work together to share account insights, they can engage prospects more effectively throughout the entire buyer’s journey, leading to higher deal sizes. Platforms like SalesIntel enable businesses to gather actionable insights about target accounts, automate outreach, and provide data accuracy that fuels personalized marketing. This allows businesses to identify what resonates best with their target audience as seen with Snowflake’s initial focus on retail before expanding confidently to the rest of the market. These case studies demonstrate how leveraging SalesIntel’s accurate and comprehensive data can significantly enhance ABM strategies, leading to improved engagement and higher conversion rates.

It focuses on specific strategic accounts and uncovers key contacts within buying groups for precise contact mapping. Their ABM strategy is built around account-based targeting to drive revenue growth. These tools provide access to high-intent buying groups within their target accounts, ensuring their marketing efforts directly impact the pipeline and ROI. Your listening history fuels hyper-personalized recommendations, making sure you’re always discovering songs that feel like they were picked just for you.

This collaborative approach between their marketing and sales team helped them close dozens of accounts within 2 hours. Their website traffic increased by 50% just by showcasing those beautiful office spaces and leads increased by 20%. Over a period of two years, they increased their customer LTV by 25 times. They have proved that the hyper-targeted ABM works way better than broad marketing campaigns that focus on selling to everyone possible. Intridea, a web product and services company, used bold messages on a billboard to initiate an engagement with an ad agency called Ogilvy and Mather. They created a library of high-quality content and utilized them to provide a customized content experience for individual target accounts.

This personalized touch shows customers you understand their needs and value the relationship. Velaris’s 360º view of customer profiles can make it easier to understand customers and tailor communications accordingly. By leveraging data insights, you can tailor each message to make it relevant and impactful.

What is Account Based Marketing (ABM)?

This helped the company engage in meaningful interactions with target accounts. These campaigns are anchored to increase engagement with specific accounts. ABM campaigns serve as strategic go-to-market approaches to create personalized coordination between marketing and sales. These were perfect for the brand to reshare via its own channels, helping St Pierre generate a higher ROI.

For example, companies that exhibit growth signals as defined by BizBase’s ABM team will see the growth-focused content set when visiting their website. Though account-based marketing is typically spliced with outbound sales approaches, it can serve as an effective partner for inbound-focused teams, if ABM lead generation efforts make effective use of dynamic content. A highly-personalized SDR cadence that converts and hands prospects off to a non-account-specific, generic AE sequence may leave customers feeling like your company is only interested in generating leads. Before, it was more of a spray-and-pray method, where we didn’t know what accounts to focus on but now we’re hearing confirmation from the sales team that the 6sense data is key, and that’s what is working for them.

Greenwashing examples: recent stand-out cases

Account-based marketing (ABM) is a marketing approach focused on creating personalized buying experiences for high-value accounts. Salsify’s marketing and sales teams didn’t just coexist; they thrived together. It’s proof that when you combine the right tools with a hyper-focused approach and a dash of creativity, the sky’s the limit. That evolution demanded a deeper understanding of their audience, a knack for knowing when and how to engage them, and the ability to seamlessly integrate marketing and sales efforts. Account-based marketing uses a hyper-focused approach to forge deep and meaningful connections with high-value accounts. It’s one thing for marketing and sales teams to work together; it’s another to be able to measure the success of their combined efforts.

Example 4: Sales-Marketing Alignment Through Shared Account Scoring

• This in-app shopping experience creates less friction for customers while also simplifying your operations by syncing sales and inventory across channels.
• To ensure success, aligning your marketing and sales goals and metrics is important.
• The more channels you use strategically, the higher your chances of engagement and conversion.

“There are a lot of software companies targeting ABM-focused businesses to provide them with better data integration, better analytics, target account selection, intent data.” “I think more companies will start hiring ABM-specific people, especially if they’re moving into enterprise.” – Amber Bogie, Director of Global Demand Generation at Reachdesk Although it might work in some places for SBMs and startups it's not usually a focus due to the maturity of the company. Each ad is hyper-personalised across video, display, social and mobile to ensure you're engaging with prospects and sharing a message that resonates well with them. To reinforce the message, we restate their pain points directly under the video, followed by relevant social proof. Do this by creating relevant content that reinforces the message you've been pushing through your account based marketing activities.

It focuses marketing and sales resources on accounts that are already in-market, dramatically increasing efficiency and conversion rates. A focus on high-value accounts and the delivery of personalized, relevant experiences across multiple channels helps organizations cut through the noise and engage decision-makers more effectively. ABM offers an alternative to the generic marketing messages that bombard buyers. They expect vendors to understand their unique challenges and offer tailored solutions. You'll discover how to identify and prioritize target accounts, develop personalized content, and align your sales and marketing teams for maximum impact.

You can attract contacts from your high-quality target accounts in a few ways. Next, you’ll want to attract the buying committee members and stakeholders of your target accounts. Next, review your findings and pick your ideal set of high-value target accounts to invest your time and resources in. Then, you’ll better understand which accounts to target and can create customer personas… He said he starts by looking at the data in his CRM or another data provider.

These people will create and publish content for accounts. On average, one marketer can typically stay aligned with up to 10 salespeople, and each salesperson can manage up to 10 accounts. As your efforts scale, this marketer could support more salespeople. They can work together to find potential issues and generate ideas before focusing on executing your ABM strategy. Besides marketing and sales, don’t forget to choose other internal key players — such as customer success reps — who should be aware of and aligned with your ABM strategy.

150+ Performance Review Phrases, Examples & Appraisal Comments 2026

“Your resilience is commendable, as seen when you managed to keep the team focused and productive even amidst several unforeseen challenges.” “Your ability to communicate with clients has been outstanding, as seen in the successful onboarding of the (…) project.” “Your initiative to organize the weekly brainstorming sessions has greatly enhanced our team’s creativity and collaboration.” “Your technical skills are a huge asset, as seen when you implemented the new software that increased our team’s productivity.” “I’ve noticed how effectively you manage your time, particularly during the (…) project when you delivered your part ahead of schedule without compromising on quality.” This way, you’re not only pointing out the problem but also acknowledging their effort and capability.

• For Michael to improve, he must actively seek feedback and take responsibility for his personal growth to meet the required expectations.”
• Most teams use quarterly check-ins and an annual performance review, with ongoing feedback sprinkled in.
• Over the next few months, we think it’s a good idea to open up some cross-training for you in another area, so you’ll be progressing on more than one track simultaneously.
• Not long ago, HR teams juggled a stack of point solutions to get through the week.
• When you provide feedback on their performance, explain how they can improve and discuss the steps needed to achieve their goals.
• “John consistently goes above and beyond in their role, taking on additional responsibilities and actively seeking ways to improve their performance.

Before you write a phrase, determine what you're skill, competency or behavior you’re evaluating. It means that leaders and employees alike ask for feedback on an ongoing basis, and the organizational culture is such that it’s the norm to discuss feedback frequently.—Alana Fallis, Head of People, Quantum Metric This approach provides clear and measurable benchmarks for evaluating employee performance and aligns individual contributions with the organization’s broader objectives. Download our competency framework template and select the most relevant competencies from over 140 core, functional, and technical competencies across five mastery levels. In our fast-evolving technological landscape, proficiency in specific tools and platforms can set individuals apart.

But beyond saying the right things, there are a few key rules of thumb for what to avoid in a performance review. This skill is essential for all roles, but especially those that require data accuracy, compliance with processes, or high levels of quality control. Employees who demonstrate strong attention to detail ensure that their work is precise, thorough, and error-free. Employees in leadership and management positions also need to make strategic decisions, coach and mentor their colleagues, and foster a positive team culture.

Highlight Continuous Improvement

Managers make reviews more fair and useful by using consistent criteria, specific examples, measurable data, and regular feedback.Managers can improve performance reviews by making them more objective, consistent, and development-focused. The best review formats depend on the role, but common options include KPI reviews, self-evaluations, scorecards, and annual appraisals.The best performance review format depends on how often you review employees, what type of work they do, and what data you track. Performance review examples are sample phrases, comments, and formats managers use to evaluate employee performance clearly and fairly.Performance review examples are ready-to-use comments, templates, and evaluation formats that help managers assess employee performance more effectively. However, it’s not easy to make proper performance reviews, so we’ve listed the 8 most engaging performance review examples and practical appraisal examples you can use in 2026. When conducting a quadrant-based performance review, your managers will point out performance levels in each area and inform employees of where they’re lacking. To conduct a Ask for exceptional performance self-evaluation performance review, you need to provide your employees with a short questionnaire where they can indicate their perceived performance level.

In order to stay motivated and efficient, you need to be satisfied with your duties and responsibilities, which is why it’s important to have a conversation with your boss. Similarly, if your manager has pointed out an error you were unaware of committing, don’t be afraid to ask for further information. For example, if you’re discussing a new project that you’re taking on, be sure to ask for clear instructions before you walk out of the room. This will allow you to demonstrate a number of leadership skills, such as confidence, proactivity and decision making.

Plans work effectively and follows through on daily responsibilities. Needs to develop more consistent work habits to support reliable performance. Adjusts approach based on feedback and applies new ways of working effectively. Should communicate blockers earlier so the team can respond before issues grow.

How do you define performance excellence in your previous roles?

Excellence in my work is defined by consistently delivering high-quality outcomes that exceed expectations, demonstrate attention to detail, and align with organizational goals. Constantly working towards achieving a goal to the highest level will ensure companies thrive. Named comparisons between direct reports don’t just have potential consequences for employee confidentiality; they can also create tension within teams. When evaluating leadership and management skills, don’t just consider how well your leaders lead. For example, if an employee is consistently underperforming or violating policies, you may need to issue a performance improvement plan (PIP) or a disciplinary action.

Performance review phrases collaboration

“New roles come with many new challenges, and I was happy to see you rolling with the punches and figuring things out. “Throughout the review period, you demonstrated exemplary initiative and collaboration, particularly in creating a collection of email templates for prospect outreach. As a result, you have made it on our shortlist for future leadership opportunities.” You have been a great asset to recent projects and a good intermediary between departments.

When responding, candidates should articulate a specific instance where they identified a productivity challenge and the inventive solution they applied. This inquiry also reveals the applicant’s leadership style and their potential influence on the organization’s culture of continuous improvement. This approach ensures that performance excellence is not just about meeting benchmarks but driving sustainable growth and competitive advantage.” By integrating these KPIs into a comprehensive dashboard, I ensure a holistic view of performance that supports data-driven decision-making and continuous improvement efforts. Your answer should demonstrate thought leadership and the foresight to understand and articulate how your performance aligns with and advances the company’s goals. It showcases adaptability, learning agility, and the capacity to not only meet challenges but to leverage them into opportunities for growth and improvement.

Follows safety procedures consistently and helps maintain a safe work environment. Needs to apply feedback more consistently when adapting their approach. Could improve by tracking and completing agreed actions more consistently. Needs to use available information more consistently before making decisions. What would help you track and resolve customer follow-ups more consistently?