Search Marketing Knowledge Center

How to Make Your ABM Unforgettable

Event Recaps December 12, 2025

Andy Penkalski, associate director at Bader Rutter, discussed how to blend a traditional account-based marketing (ABM) approach with a media and data activation strategy that goes beyond traditional B2B channels and make your marketing messages not just unavoidable but totally unforgettable.

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How This Company Leveraged Precise ABM

Event Recaps December 3, 2025

ABM can serve as marketing’s “special forces” when it matters most. Ryan Elmiger, senior manager at public sector ABM at ServiceNow, explored how to identify the right fit for ABM, set clear expectations with sales, and guide sales teams in recognizing which opportunities are best suited for ABM support.

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Crystal Clear Communications Founder Talks Marketing and Sales Alignment

Event Recaps November 22, 2025

Crystal Clear Communications founder and CCO George Stenitzer demonstrated how mapping the buyer’s journey, hammering out strategy, and providing sales enablement can lift win rates, enable quota attainment, and drive commercial growth.

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ABM Account Plan Canvas 2026

Tools October 2, 2025

Use our ABM Key Account Plan Canvas to create a simple, one-page action plan for each of your target accounts.

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ABM Capabilities Assessment

Tools September 21, 2025

We developed the ABM Capabilities Assessment to help marketing and sales teams assess their ABM maturity. This tool examines your organization's ABM effectiveness across eight key areas.

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10 Practical, Tech-Agnostic Tips for Better ABM

Event Recaps September 11, 2025

During a session at a September 2025 ANA committee meeting, Bader Rutter’s Andy Penkalski offered advice related to the audience building, media activation, one-to-one engagement, and measurement that are all so critical to successful account-based marketing.

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Canva Uses Out-Of-Home Advertising to Reach B2B Executives

B2 Awards July 16, 2025

Canva utilized out-of-home advertising to target hard-to-reach enterprise executives.

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HP’s ABM Breakthrough Turns LinkedIn into a Sales Engine

B2 Awards July 16, 2025

HP transformed its LinkedIn marketing strategy by integrating campaign data with internal CRM insights to track real sales impact, leading to measurable increases in account engagement, opportunities, and closed deals.

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Intel’s High-Impact Campaign Breaks Through with GenAI Metaphors

B2 Awards July 16, 2025

Intel partnered with agency Intercept to launch a metaphor-driven ABM campaign for its AI-powered Cloud Optimizer, exceeding pipeline, reach, and lead targets by using Gen AI, automation, and precision targeting.

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Visa Partners with Hugo Boss to Reach Merchant Service Providers

B2 Awards July 15, 2025

Visa partnered with Hugo Boss for its campaign to provide merchant service providers (MSPs) with the benefits of network tokens.

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ABM in Action: ServiceNow’s Story

B2 Awards July 11, 2025

ServiceNow secured the business of a leading coffee retailer with account-based marketing.

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ServiceNow Leverages ABM to Win Over a Car Manufacturer

B2 Awards July 10, 2025

ServiceNow successfully pitched itself to an automotive client with a meticulous account-based marketing strategy.

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Verizon Reaches First Responders with Purpose-Driven Campaign

B2 Awards July 9, 2025

Verizon Business Group utilized purpose-driven storytelling and use cases to target first responders for its campaign.

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Visa Hosts Immersive Experiences Across Europe for Its Corporate Consumers

B2 Awards July 9, 2025

Visa Europe Ltd utilized a multi-media campaign culminating in an immersive experience to reach corporate consumers.

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This Mining Equipment Manufacturer Found Success with ABM

B2 Awards July 1, 2025

Epiroc drove $25 million in pipeline with one-to-one and one-to-few account pursuits.

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Launching Carbon Removal Solutions During Climate Week

B2 Awards June 27, 2025

Drax launched Elimini to transform the carbon removals industry, focusing on practical solutions over lofty goals. The campaign used an integrated go-to-market approach, leveraging high-impact placements and strategic partnerships to drive awareness and engagement, positioning Elimini as a leader that is "removing carbon for good."

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United Egg Producers Reaches Major Retailers Through Direct Mail

B2 Awards June 26, 2025

United Egg Producers (UEP) utilized direct mail for its latest campaign to reach big-name supermarkets.

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How AI Is Reshaping Account-Based Marketing

B2B June 25, 2025

Account-based marketing (ABM) has been a tough sell in the past few years. But the tide may be turning, with 87 percent of marketers saying they expect their organization's ABM budget to increase in the next 12 months, with an average bump of 9 percent, per a recent study.

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How Unisys Used Deep Data to Get More Clients to “Swipe Right” on Its Offerings

B2 Awards June 19, 2025

Unisys launched a bold account-based marketing program in 2024 to support both new business growth and key client renewals. By aligning digital, demand generation, and sales teams for the first time, it created deeply personalized campaigns and custom microsites tailored to each account’s needs.

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