7 Account-Based Marketing Tactics That Actually Work in B2B

Account-Based Marketing (ABM) has evolved from a niche strategy into a core pillar of modern B2B marketing. Why? Because ABM works — when it’s done right. But strategy alone isn’t enough. To drive measurable pipeline and revenue, you need ABM tactics that align with how modern B2B buyers engage, evaluate, and make decisions.

In this guide, we’ll walk through 7 account-based marketing tactics that top-performing B2B teams use to stand out in crowded inboxes, build trust with buying committees, and convert high-value accounts into customers.

1. Hyper-Personalized Landing Pages

Personalization is at the heart of ABM. But while most teams personalize outreach emails or ads, they drop the ball after the click. Sending a prospect to a generic homepage after a tailored message creates friction — and loses momentum.

That’s where hyper-personalized landing pages come in.

These 1:1 experiences should reflect:

• The target account’s name and logo
• Industry-specific pain points
• Personalized messaging based on persona
• Case studies or testimonials from similar companies
• A tailored CTA based on funnel stage

With platforms like LiftPilot, you can generate thousands of these pages instantly — without design or dev resources. This kind of personalization isn’t just nice to have — it’s conversion-critical.

2. Intent-Driven Outreach

One of the most powerful ABM tactics is using intent data to reach accounts before they raise their hand. Platforms like Bombora, G2, and 6sense allow you to track which companies are actively researching topics related to your product — even if they haven’t visited your site.

With this data, you can:

• Prioritize hot accounts for SDR outreach
• Launch “just-in-time” ads tailored to the topic they’re researching
• Trigger email sequences that speak directly to their current interest
  

Intent data turns your outreach from cold to context-rich. And when your timing and message match the buyer’s journey, the response rates skyrocket.

3. Multi-Threaded Email Sequences

ABM is about reaching entire buying committees, not just one contact. Multi-threaded sequences ensure you’re engaging multiple stakeholders across different departments — each with personalized messaging relevant to their role.

For example:

• The CFO sees messaging around ROI and risk reduction
• The IT leader receives technical documentation and security benchmarks
• The end user gets content that focuses on usability and productivity
  

Tools like Outreach or Salesloft allow you to build cadences that dynamically adjust based on persona and engagement. This tactic increases deal velocity and reduces the risk of single-threaded deals stalling.

4. Account-Based Retargeting Ads

Retargeting isn’t new — but when paired with ABM, it becomes a precision tool for reinforcing your value proposition across channels. Rather than using generic ads, serve account-specific messaging to decision-makers via display and social platforms.

Using tools like LinkedIn Matched Audiences, RollWorks, or Metadata, you can:

• Upload lists of target accounts or job titles
• Show different creatives based on funnel stage or content consumed
• Re-engage disengaged stakeholders with new value props

Consistency across touchpoints builds recognition, reinforces trust, and increases the likelihood that your brand is top of mind when a decision is made.

5. Direct Mail and Gifting Campaigns

In an era of digital noise, tactile experiences stand out. Direct mail and personalized gifting are classic ABM tactics that, when done right, deliver exceptional results.

Effective direct mail isn’t about sending swag — it’s about relevance. Some winning examples:

• A handwritten note with a tailored industry playbook
• A personalized gift that reflects a contact’s LinkedIn interests
• A physical invite to a virtual wine tasting or thought leadership event
  

Platforms like Sendoso or Reachdesk help you coordinate logistics, gifting rules, and attribution — so you can scale without losing the personal touch.

6. Personalized Video Outreach

Video is one of the highest-performing outbound formats. It’s visual, human, and hard to ignore. When used in ABM, personalized video builds instant connection and trust.

Record short videos using Vidyard or Loom where you:

• Greet the prospect by name and company
• Walk through a key insight or use case
• Guide them through their personalized landing page
  

Keep it under 90 seconds, and focus on relevance, not production value. You’re not creating a commercial — you’re opening a conversation.

Personalized video works especially well for Tier 1 accounts where human connection matters most.

7. Executive-Level Content and Micro-Events

ABM is about quality over quantity. Rather than blasting webinars to thousands, curate high-value experiences for a few key accounts.

Examples:

• Invite-only roundtables for CMOs or CFOs
• Vertical-specific lunch-and-learns with expert panels
• Small virtual VIP events with thought leadership + networking
  

Pair these with personalized follow-up pages where attendees can:

• Rewatch content
• Access tailored resources
• Schedule a follow-up based on their role
  

These “white glove” experiences build brand equity, accelerate deals, and create advocates before the contract is even signed.

Wrapping Up: Great ABM Tactics Feel Like Magic (But They’re Built on Process)

Successful ABM campaigns don’t rely on a single channel or flashy gimmick. They succeed because of a cohesive, multi-touch system that engages the right accounts with the right message at the right time.

The tactics we’ve covered — from personalized landing pages to executive events — work best when tied to a larger strategy:

• Know your ICP and buyer personas
• Coordinate sales and marketing efforts
• Track engagement and optimize continuously

And most importantly, personalize the experience all the way through the funnel — not just the first touch.

🚀 Ready to scale your ABM strategy with 1:1 landing pages that convert?

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