Want to hear about some brilliant ABM campaigns? The findings here are informed by an in-depth assessment of shortlisted work from the 2025 B2B Marketing Awards. Analyzed by more than 100 independent, client-side judges through a rigorous two-stage process, the analysis goes beyond just the winners to reflect high-performing work—offering a clearer picture of what’s driving success in B2B marketing today. One of the trends? ABM.
Account-based marketing continues to evolve from a campaign tactic into a strategic growth engine. Analysis of award-winning and shortlisted entries highlights how leading organizations are using ABM as a core operating model—aligning sales, marketing and data. The Awards data shows increasing sophistication in targeting, orchestration and measurement, with ABM now driving deeper engagement and stronger commercial outcomes across complex buying groups.
“Multiverse: Turning FS Giants into AI Trailblazers” for Multiverse, by Radish
Gold: Best Account-Based Marketing Campaign, Best Enterprise Targeted Marketing Campaign, Best Omnichannel Program
What do you do as an AI training provider targeting sceptical financial services (FS) giants – organizations that don’t believe in the real value of AI, let alone training’s ability to deliver it? Shifting beliefs deeply ingrained among cautious institutions demanded a radically new approach to ABM – one with brand and distinctive, tailored creativity at its core. It demanded account-based branding.
Enter Real AI Direction: an antidote to vague, intangible AI talk, brought to life through creative that poked fun at AI gone wrong – a playful warning that without skilled humans, AI goes hilariously off-course. This one-to-few account-based branding program was focused by design: targeting Multiverse’s strongest growth opportunity and uniting siloed departments and resources to unlock the full potential of marketing/sales. And the message was unmissable – from digital OOH ads outside FS HQs in London, to content mapped across funnel stages, personalized by persona, and delivered through coordinated digital, direct mail, and sales plays – all triggered by real-time engagement signals. The result? Described as “helping us break through in a space where it’s notoriously hard to stand out”, the campaign broke inertia, built trust, and delivered 94% account engagement, over £4 million in pipeline revenue, and 2,252% ROI.
“1:1 Strategic ABM Campaign” by Quantexa
Shortlisted: Best Account-Based Marketing Campaign
To sustain Quantexa’s rapid growth, the team needed to accelerate complex, multi-stakeholder deals. In order to do this, the business launched a precision deal-based marketing (DBM) campaign focused on a single high-value opportunity in the financial services sector. Rather than targeting broad personas, the campaign engaged named decision-makers across risk, compliance, and data roles using contact-level advertising.
Integrated CRM workflows between Salesforce, HubSpot, Showpad, and Influ2 enabled seamless orchestration of creative assets, exclusion rules, and engagement signals between marketing and sales. Stage-specific messaging was tailored to each stakeholder’s role and deal phase, transforming digital ads into dynamic sales tools. The results were immediate: 57 contacts were identified, over half were reached with targeted ads, and nearly a third actively engaged with campaign content. The deal closed 66% faster than comparable opportunities. With a modest media investment, the campaign delivered one of the most commercially impactful outcomes in Quantexa’s history.
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