Snowflake. UserGems. Swan. Vibe. Pigment.
What do these B2B powerhouses have in common? They’ve mastered the art of ABM – not just through targeting, but by delivering personalized, scalable, high-impact experiences that convert. Account-based marketing (ABM) focuses on high-value accounts in a market or business, ensuring efforts are concentrated where they matter most.
If you're selling into enterprise accounts, you know the stakes: your buyers expect relevance, and your team needs scale. These companies have figured out how to do both, delivering successful ABM programs without breaking their workflows or budgets.
Done well, ABM empowers you to weed out less valuable companies early on, ensuring that resources are focused on high-value accounts.
In this post, we break down 6 real-world ABM plays that work and how Userled helps replicate them quickly and effectively. Effective ABM isn't one-size-fits-all, but instead utilizes a layered approach that starts broad and gets progressively more personalized.
To start with... what is an ABM play?
An ABM play is a specific, strategic action or set of actions designed to engage target accounts in a personalized and meaningful way to drive business outcomes.
Unlike broad marketing campaigns, ABM plays focus on high-value accounts with tailored messaging and tactics that resonate with the unique pain points and buying journeys of those accounts. These plays can range from personalized advertising and dynamic microsites to targeted events and multi-channel outreach strategies.
ABM plays are the building blocks of a successful account-based marketing program. They help go-to-market teams deliver relevant, timely, and coordinated experiences that build trust and accelerate pipeline. Each individual play is typically crafted to address a particular stage in the buying journey or a specific segment of the buying committee, ensuring that marketing and sales efforts are aligned and effective.
ABM plays also leverage data, technology, and creativity to create scalable yet personalized experiences that meet the expectations of today's enterprise buyers. For example, an organization might use predictive intelligence and buying signals to identify the best contacts or accounts to engage with a specific play.
By implementing a series of well-orchestrated ABM plays, businesses can optimize their ABM programs to increase engagement with key accounts, and ultimately drive higher revenue.
Understanding and executing the right ABM plays is essential for companies looking to stand out in competitive markets and build long-lasting relationships with their ideal customer profile. Whether you're just starting your ABM journey or looking to enhance existing programs, mastering ABM plays is the first step toward achieving measurable success.
What is an example of an ABM strategy?
Account-Based Marketing (ABM) is a highly targeted approach where marketing and sales teams work together to engage specific high-value accounts with personalized campaigns. A great example of ABM in action is the strategy employed by companies like Snowflake, UserGems, and Swan. These organizations focus on delivering tailored, relevant experiences to their target accounts by leveraging data, technology, and creativity.
Snowflake:
Snowflake uses CRM and warehouse data to power personalized creatives across multiple channels, ensuring that every touchpoint resonates with the specific needs and pain points of their target accounts.
UserGems:
UserGems utilizes LinkedIn ads with smart bidding and creative outsourcing to efficiently reach decision-makers in key accounts, driving pipeline growth.
Swan:
Swan builds dynamic microsites tailored to individual accounts, providing content that adapts to the buying stage and addresses the unique challenges faced by each account.
These examples highlight how ABM plays combine strategic actions with technology and data to create meaningful engagement. The key to success lies in delivering the right message to the right person at the right time, using a multi-channel approach that aligns marketing and sales efforts.
Moreover, ABM plays are not limited to just one tactic; they often involve a series of coordinated actions such as personalized advertising, targeted events, and account-based advertising that together create a cohesive experience for the buying committee. This layered approach allows businesses to start broad with awareness campaigns and progressively move towards highly personalized 1:1 engagements as accounts advance through the opportunity stage.
In summary, an ABM example illustrates how organizations can strategically identify, engage, and nurture high-value accounts through tailored, data-driven plays that deliver measurable business outcomes. Whether it's through personalized ads, microsites, or events, ABM enables go-to-market teams to create impactful experiences that drive demand and build lasting customer relationships.
What are some account based plays?
ABM Play #1 – Snowflake: Personalized experiences powered by data
Snowflake delivers 1:1 experiences to their key accounts across channels using CRM and warehouse data to personalize creatives at scale. Whether it's ads, web, or outbound, each touch feels tailored to the buying journey.
Why it works:
- Unified messaging across every stage
- True personalization at scale
- Stronger engagement and conversion through multiple channels
Userled advantage:
- Use CRM and firmographic data to build personalized ads and landing pages
- Deploy cross-channel with no-code setup
- Launch in hours, not quarters
ABM Play #2 – UserGems: LinkedIn ads that drive pipeline
UserGems runs 1:1 account based advertising on LinkedIn using creative outsourcing and smart bidding to stay efficient while maintaining personalization. This account-based play sits at the core of their ABM strategy, driving engagement with target accounts and supporting customer acquisition.
Why it works:
- High-relevance messaging
- Scalable creative production
- Cost-efficient CPLs
Userled advantage:
- Dynamically generate LinkedIn ad variants
- Scale this strategic play to a larger target audience
- Sync signal data across your funnel
ABM Play #3 – Swan: Microsites that don’t feel like microsites
Swan creates tailored microsites for every target account using Webflow and Clay. Each site feels like it was designed specifically for the reader – because it was. Microsites can be built for target accounts to create personalized experiences by highlighting their specific pain points and delivered via your sales team, email marketing and account based advertising.
Why it works:
- Personalized experiences build trust
- Multi-threaded buying committees find what they need fast
- Content adapts to buying stage
Userled advantage:
- Create dynamic microsites per account/contact without designers
- Allow Sales/Marketing to edit content instantly
- Track engagement by page and visitor
ABM Play #4 – Vibe: 1:Many ABM with 1:1-like results
Vibe.co targets thousands of accounts programmatically using LinkedIn and web channels, tracking every impression, click, and visit to signal intent to Sales. They have identified and build a list of potential customers with their buying committee, in order to target them with the right message.
Why it works:
- Wide reach without losing relevance
- Prioritization based on behavior, not guesswork
- 5× ROI on ABM spend
Userled advantage:
- Scale 1:1 ads for high-value accounts
- Engagement signals fed directly to Sales
- Smart alerts to act on hot accounts instantly
Even with 100,000 target accounts in the U.S., our ABM strategy helped us find common patterns to personalize messaging at scale. Our GTM stack makes it easy to catch the right signals and attribute impact across the journey — so we stay focused on what actually moves the needle.
ABM Play #5 – Pigment: Turning events into high-touch ABM engines
Pigment treats events as a strategic ABM lever, not just a marketing campaign. They use personalized pre-event invites and post-event follow-ups to accelerate deals and open new conversations. Hosting small, personalized events for target accounts can help build relationships between their go to market teams and decision-makers and foster deeper connections.
Why It Works:
- Makes events feel exclusive
- Aligns outreach to real buyer needs
- Turns passive interest into active pipeline
Userled Advantage:
- Build 1:1 event landing pages with custom speaker highlights
- Track pre- and post-event engagement
- Deliver follow-up experiences that feel tailored, not templated
Bonus plays from industry leaders
- Dynamic homepage personalization (e.g., Docusign)
- Direct mail + virtual events (e.g., Fullfunnel)
- Interactive calculators & tools that capture buying intent (e.g., ABM landing page generator)
Why these ABM plays work
- Personalization → Cuts through noise
- Scalability → Doesn’t break your team
- Real-time Signals → Drives better timing and outreach
- Channel Alignment → Creates consistent, connected journeys
These plays aren’t one-offs – they’re systems you can run again and again. Go to market teams that don't do the extra mile for their target accounts will see their ABM program fail.
How Userled enables these ABM plays
With Userled, you can:
- Create 1:1 personalized assets at scale – ads, pages, web
- Monitor engagement across channels (LinkedIn, website, outbound)
- Alert Sales with next-best-actions, automatically
It’s how modern ABM teams win more deals, faster.
You’ve seen what works. Now imagine running these plays in your own ABM motion – without the in-house build, custom dev, or weeks of prep.
Author
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
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