ABM campaigns: 10 examples you can copy.
Ten ABM campaign examples with the exact targeting setup, the creative angle, and which buying-group member each one reaches. Two are plays we run ourselves.
An ABM campaign is a coordinated set of ads and outreach aimed at the named people inside a short list of target accounts — not a broad audience filtered by job title or industry. You pick the accounts, find the buying group inside each one, and run content matched to each person's role across LinkedIn, Meta, Google, Reddit, and X.
Most "ABM campaigns" are display ads pointed at a list of company domains. That's not ABM. That's spray-and-pray with a target account list bolted on top.
Real ABM reaches people. By name.
I run contact-level advertising for a living, so I'll show you the campaigns that work — and the two we run ourselves. No theory. Ten examples, each with the targeting setup, the creative angle, and which buying-group member it reaches.
If you want the strategy layer underneath all of this, I wrote the full account based marketing strategy guide separately. This page is the campaigns.
The one split that decides every ABM campaign.
One distinction decides how you build every campaign below.
Company-level campaigns reach everyone at the account with one message. Same ad to the CFO, the champion, the IT director. Useful when the story is the same for the whole company. "Here's how Acme helped a company like yours."
Contact-level campaigns reach specific named people. Now you can show the CFO ROI content and the CTO an integration deep-dive, at the same account, on the same day.
The numbers say which one to reach for. Contact-level ABM averages 320% ROI compared to 180% with account-level ABM. Close rates run 85% higher when you reach the full buying committee instead of betting one champion will sell internally.
Why the gap? Gartner puts the average B2B buying group at 6 to 10 people. If your campaign reaches one of them, the other five to nine are deciding without you in the room.
Keep that split in mind. Nine of the ten examples below are contact-level. One is company-level on purpose — I'll tell you when we get there.
1. The buying-group campaign (this is one of ours).
This is the play we run at ContactLevel, so I'll describe it the way we actually do it.
Targeting setup (contact-level): I take a list of target accounts and pull the full buying group at each one — champion, CFO, VP Ops, IT director, whoever signs. Then I build a separate audience per role and sync each one to LinkedIn as a Matched Audience. CFOs in one audience. Champions in another.
Creative angle: One ad per role. The CFO sees a cost-of-inaction breakdown. The IT director sees a security-and-integration post. The champion sees the product walkthrough they'll forward internally.
Who it reaches: All 6 to 10 members of the committee, each with content for their job — not a generic brand ad they all ignore.
The reason it beats single-contact targeting is boring and obvious. A champion who likes you is not a deal. Six other people have to be at the same awareness stage. This campaign gets them there in parallel instead of waiting for one person to relay your pitch badly.
2. The same buying group, on Meta, for a tenth of the price.
Here's the second play we run — and the one most ABM teams never try.
Targeting setup (contact-level): Same enriched buying-group list. Different platform. I sync it to Meta as a custom audience instead of LinkedIn.
Creative angle: Softer, more scroll-native. Founder video. A thought-leader post that doesn't look like an ad. People on Instagram aren't in buying mode, so the content warms them, it doesn't pitch them.
Who it reaches: The exact same committee members — on a platform where they're not bracing for a sales message.
The math is the part nobody talks about. LinkedIn CPMs run around $30. Meta CPMs for B2B can be as low as $3. Same person. Roughly a tenth of the cost.
The catch: Meta has no professional filters. You can't target "VP Finance at a SaaS company" there. The only way to reach a specific B2B buyer on Meta is an enriched contact list that matches — which is the whole reason this campaign exists. I wrote the full setup in the B2B Facebook ads guide.
3. The competitor-customer conquest campaign.
Targeting setup (contact-level): Build a list of people using a competing tool — from a competitor customer list, a review-site export, or technographic data. Or pull the people actually researching the category right now — a person-level intent feed from Buyerfeeds, pushed straight into ContactLevel as the audience. Enrich it. Sync to LinkedIn and Meta.
Creative angle: Comparison and switching content. Not "we're better." More like "here's what teams switching from [tool] usually fix first." Address the migration fear head on.
Who it reaches: The practitioner and the economic buyer at companies already paying for a solution — so they're problem-aware and budget-aware before you say a word.
These are proven buyers. They've already decided the category is worth money. You're not creating demand, you're redirecting it — which is why conquest usually beats cold prospecting on cost.
4. The closed-lost win-back campaign.
Targeting setup (contact-level): Pull every deal that went dark in the last 12 months from your CRM. Enrich the contacts. Sync them as a custom audience.
Creative angle: "What changed." A new feature, a new case study, new pricing. Whatever removes the objection that killed the deal the first time. No "just checking in."
Who it reaches: The original champion plus anyone new who joined the account since the deal stalled. Buying groups turn over. The person who said no may have left.
Most of these deals didn't die from lack of interest. Forrester found 86% of B2B purchases stall somewhere in the buying process. A win-back campaign puts you back in the feed of people who already got most of the way there.
5. The event follow-up campaign.
Targeting setup (contact-level): Take your booth scans, session attendees, or webinar registrants. Enrich the list. Sync it within a day or two, while the event is still fresh.
Creative angle: "Thanks for stopping by" content that continues the conversation — the demo they half-watched, the talk they missed, the offer you mentioned at the booth.
Who it reaches: Everyone who raised their hand at the event, by name, instead of letting the list rot in a spreadsheet until your reps get to it.
Event lists decay fast. A name from a conference three weeks ago is colder than it looks. Ad follow-up keeps you in front of them while the memory is warm and your reps work the queue.
6. The ad-to-outreach warm-up campaign.
Targeting setup (contact-level): Take the exact accounts your SDRs are about to email. Enrich the contacts. Run ads to them for two to three weeks before outreach starts.
Creative angle: Pure value. A useful post, a teardown, a founder take. No CTA. The job is recognition, not conversion. You want them to think "I've seen this name" when the cold email lands.
Who it reaches: The specific people your sales team is targeting — warmed up before the first touch.
This is the one with the cleanest number. We see a 470% increase in email reply rates when prospects get warmed with ads before outreach, and 2.2x more meetings booked. A cold email from a name you recognize isn't cold anymore.
7. The persona-split account campaign.
Targeting setup (contact-level): Pick your top 50 accounts. Inside each, split the buying group into three personas — economic buyer, technical buyer, end user. Build one audience per persona across all accounts.
Creative angle: Three parallel storylines. ROI and risk for the economic buyer. Architecture and security for the technical buyer. Daily workflow for the end user. Same product. Three jobs.
Who it reaches: Every layer of the committee, each hearing the version of the pitch that maps to what they personally care about.
This is the difference between ABM and a target account list. A CFO does not care about your API. A CTO does not care about payback period. Send the comparison deck to someone who isn't even solution-aware and it won't land. You're answering a question they haven't asked. Match the content to the person.
8. The single-account, unified-message campaign.
Targeting setup (company-level): One named account. Pull every relevant title inside it into a single audience. Sync it to Meta or LinkedIn.
Creative angle: One account-specific story everyone sees. "How [their company] could [specific outcome]." Named, tailored, obviously made for them. Not a template with their logo dropped in.
Who it reaches: The whole account, with the same narrative, so internal conversations reference the same idea no matter who's talking.
Use this for your handful of dream accounts where the deal is big enough to justify a campaign built for one company. It's company-level on purpose. Sometimes you want the entire building humming the same tune before sales walks in.
9. The pipeline-stage campaign.
Targeting setup (contact-level): Segment your CRM by deal stage. Build a separate audience for each — discovery, evaluation, negotiation. Sync each to ad platforms.
Creative angle: Content that matches the stage. Evaluation-stage contacts get comparison frameworks and proof. Negotiation-stage contacts get implementation stories and risk-reversal. Stop running awareness ads to people about to sign.
Who it reaches: Active opportunities, with content that pushes them to the next stage instead of the same ad everyone gets.
Ads aren't only for the top of the funnel. The most underused ABM campaign is the one that supports deals already in motion. It keeps your story in front of a committee while your rep can only email so often.
10. The ghosted-lead recovery campaign.
Targeting setup (contact-level): Pull leads who engaged once — downloaded something, booked a call, then vanished. Enrich and sync them.
Creative angle: Re-entry content that lowers the barrier to coming back. A short case study, a "still figuring this out?" angle, a no-friction next step. Light. Not desperate.
Who it reaches: People who already showed intent and then went quiet, by name, instead of dumping them into a nurture sequence they'll never open.
A lead going quiet usually means you failed to fill a knowledge gap, not that they lost interest. Recovery ads give you a second swing at filling it, without another ignored email.
ABM ads: formats and specs per platform.
Every example above runs on the same mechanism — an enriched contact list uploaded as a custom audience. Here's what each platform actually accepts, because the specs differ and the match rates differ more.
The core problem is matching. Your CRM stores business emails. People sign up for Meta, Google, and Reddit with personal ones. Upload a raw CSV and you match 20-50% of your list — the rest never see your ads. Identity enrichment maps business identities to personal identifiers and pushes match rates to 70-99%.
LinkedIn. The only platform with native B2B filters, and the most expensive (~$30 CPM). Matched Audiences need a 300-member minimum, so you can't run a one-account campaign here without padding it. Best for: buying-group and persona-split campaigns where the audience is large enough. Single-image, document, and thought-leader ad formats all work.
Meta. No B2B filters at all, which means an enriched list is the only way to reach a specific B2B buyer on Facebook or Instagram. CPMs as low as ~$3. Best for: warm-up, win-back, and any campaign where you want scroll-native creative — founder videos, thought-leader posts. This is where the cost advantage lives.
Google. Customer Match lets you run your enriched list across Search, YouTube, Gmail, and Display. Best for: staying present when a buying-group member searches your category, or putting video in front of the committee on YouTube.
Reddit and X. Cheapest of the set, no professional filters, so again the contact list is your only B2B path in. Best for: technical buyers (Reddit) and a category-aware crowd (X). Good for warm-up content that doesn't read like an ad.
One enriched audience, synced to all five, refreshed as your list changes. That's the setup behind every example on this page.
For the LinkedIn-specific mechanics — CSV gotchas, the 300-member floor, CRM sync versus manual upload — see the LinkedIn matched audiences playbook.
How to measure an ABM campaign.
Forget CPMs and impressions. Those tell you the ad ran, not that it worked.
Track these four instead.
→ Account coverage. What share of each account's buying group actually saw your ads? This is the number ABM exists for. If you covered the champion and nobody else, the campaign hasn't started yet.
→ Engagement by named contact. Not "9 clicks from Acme." Sarah Chen clicked the ROI post, spent four minutes on pricing, came back the next day. Contact-level attribution traces the click to the person, so your reps know who's warm before they reach out.
→ Pipeline influenced. Which campaigns touched the deals that moved? Tie ad engagement to opportunity stage, not to last-click form fills.
→ Deal velocity. Are committees deciding faster when you reach all of them? We see 67% faster deal velocity at the contact level, because every stakeholder gets what they need without waiting for the champion to relay it.
The trap with ABM marketing campaigns is measuring them like lead-gen campaigns — counting form fills and cost per lead. ABM doesn't generate leads. It moves accounts. Measure the account.
Where these campaigns fit.
None of these run in isolation. They're moves inside a system.
The buying-group and persona campaigns are contact-level ABM — closing named committees after a first meeting lands. The warm-up and competitor campaigns lean toward demand generation — creating interest across your market before anyone's in a deal. Reaching the full committee instead of one champion is the whole point of buying group marketing.
If you're choosing tools to run any of this, I wrote an honest comparison of ABM software — what each category actually solves, and where it doesn't.
A few of these campaigns assume you already have the names. The conquest and warm-up plays need a list of people who are in-market, and that signal has to come from somewhere. Legacy intent tools score accounts, not people, so you still have to guess who inside the account to reach. Buyerfeeds is our sister product for that gap — search a topic, get back the actual people researching it by name, push them into ContactLevel as the audience. We use it on our own leads. It's the person-level intent that feeds the activation. More on the data side in contact-level intent data and the intent data providers comparison.
All of it sits inside contact-level marketing: start with a list of named people, build every campaign around reaching them.
Pick one example. Run it this month. The strategy is simple — the execution is where most ABM dies.
Go deeper.
→ Contact-level ABM — mapping buying committees and running persona-specific campaigns per account.
→ Account based marketing strategy — the strategy layer underneath these campaigns.
→ Buying group marketing — the roles inside a committee and how to reach every one.
→ Contact-level advertising — the paid distribution mechanism and contact-level attribution.
→ ABM software — an honest comparison of the tools that run these campaigns.
→ Contact-level intent data — where the in-market names for the conquest and warm-up campaigns come from, resolved to people.
→ Buyerfeeds — our sister product for person-level intent: search a topic, get the people researching it, push them into ContactLevel.
→ LinkedIn matched audiences — the platform mechanics for syncing your enriched list.