Top 7 Examples of Account-Specific Messaging

Account-specific messaging is about creating tailored content for high-value prospects, focusing on their unique needs and challenges. Here are 7 real-world examples that show how businesses achieved success with this approach:

• GumGum's Comic for T-Mobile: A custom superhero comic targeting T-Mobile’s CEO, leading to a business deal and viral exposure.
• Invoca's Apple Watch Offer: Using Apple Watches as meeting incentives at Dreamforce, resulting in a 33X ROI and 35 new opportunities.
• Personify's Segmented Ads: Precise audience targeting in the nonprofit sector, achieving a 39× increase in website engagement.
• Thomson Reuters's Tiered Events: Personalised event strategies for 500 accounts, leading to a 95% win rate.
• DocuSign's Dynamic Content: Industry-specific homepage personalisation, boosting engagement by 60% and increasing pipeline by 22%.
• Vidyard's Personalised Videos: Custom video emails addressing specific challenges, improving response rates and deal closures.
• Intridea's Billboard for Ogilvy: A bold billboard targeting Ogilvy’s CEO, securing a direct meeting.

Quick Comparison Table

Campaign	Key Tactic	Results
GumGum's Comic	Custom comic for T-Mobile's CEO	Secured deal, gained viral exposure
Invoca's Apple Watch Offer	Incentives at Dreamforce	33X ROI, 35 new opportunities
Personify's Segmented Ads	Persona-based digital ads	39× increase in website engagement
Thomson Reuters's Events	Tiered event strategy	95% win rate
DocuSign's Dynamic Content	Personalised homepage experiences	60% engagement boost, 22% pipeline growth
Vidyard's Video Emails	Hyper-personalised video outreach	Higher response rates and deal closures
Intridea's Billboard	Targeted billboard for Ogilvy's CEO	Direct meeting with Ogilvy's CEO

These examples highlight how tailored messaging can drive engagement, build trust, and deliver measurable results. Personalisation is key to standing out in Account-Based Marketing (ABM).

10 Effective Account-Based Marketing Tactics For Modern B2B Marketers

1. GumGum's Custom Comic Book for T-Mobile

GumGum’s strategy to win over T-Mobile was anything but ordinary. Instead of relying on a typical pitch deck, the advertising technology company created something extraordinary - a custom comic book. This unique approach reimagined T-Mobile’s then-CEO, John Legere, as a superhero, crafting a narrative tailored to the company's identity and leadership.

Messaging Approach

GumGum didn’t just stop at understanding T-Mobile’s business; they dug deeper into John Legere’s personal interests. Knowing he was a big fan of Batman, they created a comic book titled In this story, Legere was transformed into T-Man, a superhero who saves his city from the woes of poor mobile service. His sidekick, Gums, showcased GumGum’s image-recognition marketing technology, tying the narrative back to their product. The comic cleverly aligned with T-Mobile’s rollout of its unlimited data plan, blending creativity and strategy to make a memorable pitch.

Engagement Results

The response was immediate and enthusiastic. GumGum sent 100 copies of the comic to T-Mobile and its partner agencies. Within hours, John Legere himself shared the comic on Twitter, giving the campaign significant organic exposure. This not only amplified GumGum’s visibility but also created a buzz around their inventive approach.

Return on Investment

The campaign delivered exactly what it set out to achieve: T-Mobile became a GumGum client. Beyond that, the social media spotlight from Legere’s endorsement brought additional publicity, proving how personalised messaging can make a lasting impact in account-based marketing (ABM). This example highlights the value of combining creativity with a deep understanding of the client’s context.

2. Invoca's Apple Watch Incentive Program

At Dreamforce 2015, Invoca, an inbound-call intelligence platform, introduced a creative initiative: offering Apple Watches to prospects who booked meetings during the conference. But this wasn’t just about handing out flashy gadgets - it was a carefully planned campaign designed to make a lasting impact.

Messaging Approach

Invoca centred its campaign around the Apple Watch, using it as both an incentive and a clever nod to their communication-focused services. The Apple Watch, being a sought-after piece of technology at the time, was particularly appealing to busy executives.

To ensure the campaign reached the right people, Invoca used predictive analytics, modelling tools, and feedback from their Sales Development Representatives. This helped them create a highly targeted list of 600 prospects, focusing on accounts that matched their ideal customer profile. Julia Stead, Invoca’s Director of Demand Generation, highlighted their strategy:

"Dreamforce is such a crowded, high-energy conference that we knew we had to tailor our offer to stand out."

Their approach was omnichannel, combining direct mail, email, display ads, and outbound calls. This consistent messaging reinforced the Apple Watch incentive and built familiarity with prospects well before the event, ensuring the campaign was both memorable and effective.

Account Alignment

The campaign resonated with marketing and sales professionals who value cutting-edge tools. The Apple Watch wasn’t just a reward - it served as a tangible reminder of scheduled meetings, helping to reduce no-shows. To streamline the process, Invoca used PFL’s Tactile Marketing Automation platform, which automated shipping and tracking. This allowed their team to focus on building relationships instead of logistics.

Return on Investment

Invoca initially aimed for 20 opportunities and 30 meetings, targeting a 10X return on investment. The results exceeded expectations: they secured over 50 meetings with high-priority accounts, achieved a 33X ROI, and generated 35 new pipeline opportunities. This campaign is a great example of how tailored messaging can turn a crowded conference into a highly productive business development opportunity.

3. Personify's Segmented Ad Campaigns

Personify, a Constituent Management & Engagement platform for nonprofits, tackled a challenging market where change isn't easily embraced. Their solution? A segmented advertising approach that reshaped their account-based marketing success over an 11-month period.

Messaging Approach

Personify's strategy revolved around precise audience segmentation. They started by identifying their Ideal Customer Profile (ICP), compiling a detailed list of key accounts, and then dividing these into distinct buyer persona groups. These groups were based on three essential factors: buyer stage, company size, and individual roles. This allowed them to design messaging that addressed the specific needs and challenges of each segment.

Instead of relying on one-size-fits-all nonprofit messaging, Personify developed custom digital content that spoke directly to the pain points of each group. As Amber Whatley, Demand Generation Senior Manager at Personify, put it:

"The nonprofit market is very change-averse - we really have to reach them at the right time, with the right message, on the right channel, or it's not going to resonate."

To take things further, Personify incorporated behavioural insights into every campaign touchpoint, ensuring their messaging felt relevant and timely.

Account Alignment

Another key to their success was their ability to align campaigns with the behaviour patterns of nonprofits. By tapping into their CRM data, they fine-tuned their messaging to ensure it struck a chord with each buyer persona.

Return on Investment

This thoughtful approach paid off in a big way. Over 11 months, Personify's campaign delivered up to 47x ROI on pipeline contributions and an 8.5x ROI in marketing-sourced revenue. They also saw a 39x increase in engaged site visitors.

Amber Whatley highlighted the role of precision targeting in these results:

"RollWorks has really helped us not only find our target buying group, but also message to them on a very specific level - to be more effective right when we get in front of them."

These impressive outcomes show how well-crafted segmentation can elevate advertising efforts, especially in specialised markets where generic messaging just doesn't work.

4. Thomson Reuters's Tiered Event Strategy

Thomson Reuters adopted a three-tiered event strategy to engage 500 carefully selected accounts. Instead of using a one-size-fits-all approach, the company understood that different accounts required tailored messaging and varying levels of interaction.

Messaging Approach

By categorising the 500 target accounts into three tiers, Thomson Reuters adjusted its messaging to align with account value and potential risk. Each tier received a unique event experience designed to maximise impact.

• Tier 1 accounts: These were the most critical, including high-risk renewals and major acquisition opportunities with active sales cycles. For these accounts, Thomson Reuters provided highly personalised experiences, such as customised marketing campaigns, dedicated account managers, and exclusive onsite product events. Product demonstrations paired with catered lunches created a more personal and engaging atmosphere.
• Tier 2 accounts: These accounts were high-priority but not as critical as Tier 1. They included high-fit accounts and active renewals. In addition to the strategies used for Tier 3, Tier 2 accounts received door opener kits, trial incentives, and invitations to premium events, offering an elevated level of engagement.
• Tier 3 accounts: These focused on high-potential prospects with longer sales cycles. The engagement strategy here relied on consistent digital marketing, invitations to relevant industry events, and opportunities to interact with content initiatives.

This segmentation allowed Thomson Reuters to deliver the right message to the right audience, ensuring maximum relevance and impact.

Account Alignment

Thomson Reuters further refined its approach by focusing on both client retention and prospect engagement. For existing clients considered at risk, the company hosted exclusive events featuring key executives as panel speakers. Additionally, decision-makers from these accounts were invited to participate in blog posts and social media content, transforming potential churn risks into advocates for the brand.

For high-value prospects, the strategy centred on education and networking. Events were designed to showcase Thomson Reuters's solutions while offering attendees valuable industry connections, creating a win-win scenario for both parties.

Engagement Results

The company organised an impressive 700 events, both online and offline, across North America. Each event was carefully crafted to deliver targeted messages to the appropriate audience at the optimal time.

Return on Investment

This multi-tiered approach paid off significantly. Thomson Reuters achieved an extraordinary 95% win rate. By concentrating resources on high-value accounts while maintaining consistent engagement with longer-term prospects, the company developed a scalable system that delivered exceptional results.

5. DocuSign's Dynamic Content Targeting

DocuSign took a personalised approach to engage enterprise accounts across multiple industries. Instead of relying on one-size-fits-all messaging, the company implemented a dynamic content strategy that specifically targeted over 450 enterprise accounts.

Messaging Approach

DocuSign designed customised homepage experiences tailored to six key industries. These experiences automatically adjusted based on each visitor's profile, displaying sector-specific images, logos, testimonials, and content.

The system adapted messaging to match both the visitor's industry and their position in the buying journey. For those in the early research phase, DocuSign showcased educational resources and industry-specific case studies. Meanwhile, businesses nearing a purchase decision were presented with testimonials and calls-to-action addressing their immediate needs. For instance, a healthcare organisation would encounter entirely different content, imagery, and social proof compared to a financial services company. This level of personalisation ensured relevant and trustworthy messaging at every stage.

Account Alignment

By aligning content with each account's lifecycle stage, DocuSign built credibility and trust. Industry-specific testimonials and case studies tackled the unique challenges faced by different sectors, demonstrating an in-depth understanding of their workflows and priorities. This approach not only addressed pain points but also resonated with high-value prospects, enhancing the effectiveness of account-based marketing (ABM). The tailored messaging strengthened engagement and reinforced trust across all industries.

Engagement Results

The campaign delivered impressive results:

• 59% engagement rate
• 1 million impressions
• 300% increase in page views
• Bounce rate reduced from 39% to 14%
• Click-through rate tripled with industry-specific calls-to-action

Return on Investment

DocuSign's dynamic content strategy proved to be a game-changer for its business. The campaign led to a 22% increase in the sales pipeline across the six targeted industries, demonstrating how personalised messaging could directly convert into qualified opportunities.

6. Vidyard's Hyper-Personalised Video Emails

Vidyard has taken personalised communication to the next level with its hyper-personalised video email strategy. Instead of relying on generic outreach, Vidyard created a unique approach where every email included a custom video tailored to the recipient. These videos not only addressed recipients by name but also referenced their company and specific challenges, making each message feel highly relevant.

Messaging Approach

Vidyard's sales team crafted embedded video emails that were anything but generic. Each video mentioned the recipient's name, company, and industry-specific challenges, offering tailored solutions. This wasn’t just about adding a name - it was about showing a deep understanding of the recipient's business needs through thorough research.

The strategy didn’t stop at email. Vidyard used a multi-touch approach, following up with personalised LinkedIn messages and phone calls to maintain engagement. This cohesive effort ensured that the messaging stayed consistent and kept the conversation alive.

As Dale Carnegie famously said, "A person's name is to him or her the sweetest and most important sound in any language". Vidyard embraced this principle, starting every video with the recipient’s name and company to instantly grab attention and establish relevance.

This thoughtful, tailored messaging set the stage for impressive engagement results.

Engagement Results

The results of this campaign were nothing short of impressive. Vidyard saw a significant boost in open rates, click-through rates, and response rates. Recipients were 13% more likely to recall details from the video and engaged 16 times more compared to static content .

Other companies adopting similar video strategies reported spending up to 85% less effort to connect with prospects while achieving five times more meetings. Clearly, personalised video outreach has a measurable impact on engagement and efficiency.

Account Alignment

Vidyard’s video emails excelled at cutting through the noise of digital communication. By creating a personal connection, these videos built trust - not just in the salesperson but also in the product itself.

This approach aligned seamlessly with the principles of Account-Based Marketing (ABM). Each video targeted high-value prospects identified through strategic account selection. By demonstrating a clear understanding of the prospect’s business and challenges, Vidyard showed that their outreach was the result of genuine effort, not mass messaging.

This precision targeting translated directly into better business outcomes and deeper connections with potential clients.

Return on Investment

Vidyard’s personalised video strategy didn’t just drive engagement; it delivered tangible business results. The company reported significant increases in meetings and deal closures directly tied to the campaign.

Beyond the numbers, the impact was felt in testimonials from users. Klara Ahlgren, an Account Executive at Younium, shared: "Vidyard has helped us increase response rates, shorten deal cycles, and break into new markets. Honestly, I can't imagine living without this tool, I wouldn't know what to do if it was taken away from me".

Roger Bernardino, VP of Business Development at 1Huddle, highlighted how Vidyard’s videos created a competitive edge: "Vidyard allows us to showcase our personality and create that important human connection. Video has been far more effective at engaging and converting prospects".

7. Intridea's Bold Billboard Stunt

Sometimes, grabbing a prospect’s attention means stepping outside the usual playbook. Intridea, a web products and services company, pulled off one of the most daring account-based marketing (ABM) campaigns ever. Instead of relying on emails or phone calls, they opted for a bold strategy that couldn’t be ignored. Their approach serves as a prime example of how unconventional methods can reshape ABM strategies.

Messaging Approach

Intridea’s move was nothing short of audacious. They rented a billboard directly across from Ogilvy & Mather’s Manhattan headquarters and plastered it with a cheeky, attention-grabbing message: "Ogle this, Ogilvy". The billboard also featured Intridea’s logo and a personalised URL leading to a custom landing page. This page was filled with humorous GIFs and a direct appeal for Ogilvy to consider their services. The campaign wasn’t just a pitch - it was a bold demonstration of Intridea’s creativity and ability to stand out.

Engagement Results

The results were immediate and impressive. The billboard caught the attention of Ogilvy’s CEO, who personally reached out to schedule a meeting with Intridea. This highlights how daring, creative campaigns can bypass traditional barriers and lead directly to decision-makers, cutting through the noise of more conventional outreach methods.

Account Alignment

What made this campaign particularly effective was its alignment with Ogilvy’s identity. As a leading advertising agency, Ogilvy thrives on creativity and bold ideas. Intridea’s unconventional tactic spoke directly to this ethos, proving they understood Ogilvy’s culture and values. The billboard wasn’t just an ad - it was a live demonstration of Intridea’s ability to think outside the box, effectively doubling as a portfolio piece.

Return on Investment

Although the cost of the Manhattan billboard wasn’t disclosed, the campaign delivered extraordinary value. Securing a meeting with Ogilvy’s CEO - an outcome that could have taken months through traditional methods - was a significant win. Beyond that, the campaign generated buzz and ongoing exposure, amplifying its impact well beyond the initial investment. This success underscores the power of personalised, high-risk strategies in ABM, especially when they resonate deeply with the target audience.

Campaign Comparison Table

When you line up these ABM campaigns side by side, some clear trends stand out in their messaging styles and results. Below is a breakdown of these campaigns across key strategic dimensions:

Campaign	Messaging Approach	Decision-Maker Reach	Key Results
GumGum's T‑Mobile Comic	A custom superhero comic featuring T‑Mobile's CEO	Direct engagement with T‑Mobile's CEO	Secured a business deal and gained viral marketing exposure
Personify's Segmented Ads	Targeted ads tailored to buyer personas	Focused on key account segments	Saw a 39× increase in engaged website visitors
Thomson Reuters's Tiered Events	Exclusive, tiered events aimed at senior executives	Engaged senior executives across key accounts	Achieved a 95% win rate
DocuSign's Dynamic Content	Real-time personalised content tailored to key industries	Broader reach across multiple industries	Delivered a 60% boost in engagement, a 300% rise in page views, and a 22% growth in the sales pipeline
Intridea's Bold Billboard	A personalised billboard with a unique URL targeting one high-value prospect	Targeted the CEO of Ogilvy directly	Secured a one-on-one meeting with Ogilvy's CEO

Each campaign tells a story of how tailored messaging can drive results, but they differ in terms of investment, audience focus, and scalability. Let’s dive into the details to see what made them stand out.

Investment and Scalability

The resources and scale required for these campaigns varied significantly. DocuSign's real-time personalisation strategy leaned heavily on digital infrastructure, making it scalable across industries. On the other hand, Intridea's billboard campaign was a bold, high-cost move aimed at a single individual, providing immediate visibility but limited scalability. GumGum's superhero comic, while tailored for T‑Mobile, unexpectedly gained viral traction, amplifying its ROI beyond the initial target.

Decision-Maker Reach and ROI

The ability to reach decision-makers was another key differentiator. Intridea's laser-focused billboard campaign bypassed traditional channels to directly engage Ogilvy's CEO. Meanwhile, Thomson Reuters's tiered event strategy successfully targeted a broader group of senior executives, resulting in an impressive 95% win rate. Personify's segmented ads demonstrated the power of persona-driven messaging, yielding a significant increase in website engagement. DocuSign’s results showcased the potential of scalable personalisation, with marked improvements in engagement, page views, and pipeline growth.

Key Takeaways

What stands out across these campaigns is how a mix of creativity and precision can deliver strong engagement. Whether it’s a billboard targeting one individual or a scalable content strategy like DocuSign’s, the common thread is the power of account-specific messaging. These campaigns prove that balancing bold ideas with targeted strategies can lead to both efficient and impactful results in ABM.

Conclusion

The examples above make one thing clear: account-specific messaging is at the heart of ABM success. These campaigns demonstrate how precision and relevance can make all the difference in driving results.

Consider this: companies using ABM report a 208% increase in revenue, and 76% of marketers say they achieve a higher ROI compared to other marketing strategies. That’s huge. Especially when you realise that 65% of content marketing assets go unused simply because they don’t hit the mark. This is why a targeted, tailored approach isn’t just helpful - it’s essential.

What sets these campaigns apart is their focus on meaningful, personalised engagement rather than surface-level customisation. Take Thomson Reuters, for instance. By creating tiered experiences that addressed senior executives’ specific needs, they achieved an impressive 95% win rate. It’s no wonder that 76% of customers are more likely to buy from brands that personalise their approach.

So, what’s the secret to nailing account-specific messaging? It comes down to three key elements: in-depth research into your target accounts, creative execution that grabs attention, and seamless collaboration between sales and marketing teams. As Tequia Burt from LinkedIn puts it:

"ABM doesn't just call for alignment between sales and marketing teams – it forces teams to align because personalisation at the account level requires sales and marketing to be in sync with account-specific messaging. The motivation? Higher revenues in a shorter time frame."

For those ready to put these insights into practice, platforms like ABM Answered can be a game-changer. With over 1,000 short-form video solutions addressing common ABM challenges and tools designed to personalise your campaigns, it offers practical guidance to turn these strategies into results.

Here’s a final thought: 60% of companies using ABM for at least a year credit it with boosting their revenue. Whether it’s a custom comic strip or a hyper-targeted billboard, the formula stays the same - dig deep into your accounts, personalise with confidence, and execute with precision.

FAQs

How can businesses identify the right accounts for account-specific messaging?

To craft account-specific messaging that truly resonates, the first step is to define your Ideal Customer Profile (ICP). This helps ensure you're focusing on accounts that are most likely to align with your business objectives and offer the greatest potential for conversion. Once your ICP is clear, evaluate the market potential of these accounts by looking at factors like revenue opportunities and how well they fit strategically with your goals.

You can also leverage intent data and engagement insights to identify accounts actively searching for solutions within your industry. To streamline the process further, consider building an account prioritisation matrix. This tool allows you to categorise accounts based on their value, how closely they align with your objectives, and the likelihood they'll engage with your outreach. By taking this structured approach, you can concentrate your resources on the most promising opportunities, making your efforts more targeted and impactful.

How can I personalise messaging for different buyer personas within the same account?

How to Tailor Messaging for Different Buyer Personas in ABM

To craft effective messaging in account-based marketing (ABM), start by developing . These personas should represent the distinct roles, challenges, and goals of each stakeholder within your target accounts. By doing this, you'll gain a clearer picture of their pain points and motivations, allowing you to create content that genuinely speaks to them.

Focus on delivering personalised experiences across various touchpoints. This could include customised emails, targeted landing pages, or even specialised offers designed for each persona. Tools like data analytics and AI can be incredibly helpful in fine-tuning these personas over time, ensuring your communication evolves alongside their changing needs.

When you address each persona’s unique perspective, you build stronger connections. This makes stakeholders feel valued and understood, which naturally leads to better engagement and improved results.

What are the best metrics to track the success of account-specific messaging campaigns?

To gauge the success of account-specific messaging campaigns, businesses should track a few crucial metrics that align with their objectives. Here's what to focus on:

• Target account engagement: Look at how actively your target accounts are interacting with your campaigns. This can include metrics like content views, clicks, or participation in events.
• Conversion rates: Monitor how many of your target accounts progress through the sales funnel - from showing initial interest to becoming closed deals.
• Pipeline velocity: Measure how quickly deals are moving through your pipeline. This can help identify where things might be slowing down or where there’s room to improve.
• Customer lifetime value (CLV): Analyse the long-term revenue potential of accounts that have been influenced by your messaging efforts.
• Account penetration rates: Track how well your messaging is resonating within key accounts by measuring the number of stakeholders engaged.

Tracking these metrics offers valuable insights into how well your campaigns are performing and helps you fine-tune your approach for better results.

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