5 ABM campaigns to win enterprise SaaS deals

If you’ve ever said, “We want bigger clients but we’re not sure how to land them,” this is for you.

Moving upmarket to win six-figure SaaS deals isn’t about luck. It’s about designing highly targeted account-based marketing (ABM) campaigns that land your product directly in front of the right people, with messaging that speaks to their exact problems.

In this blog, we’ll walk through five proven ABM strategies we use at Rocket SaaS to help our clients move from scrappy startup sales to consistent enterprise revenue. These campaigns are based on real work with real results. They’re designed to help you build relationships, gain relevance, and generate meaningful pipeline from your highest value targets.

Step one: before you campaign, build the right list

Before launching any ABM activity, you need to know who you’re targeting and why. At Rocket SaaS, we use the BFG method:

• B – Buyers: Who is your first point of contact, and who ultimately signs off the deal?
• F – Firmographics: What trends do you see around company size, industry, revenue, or growth stage?
• G – Geography: Are you focusing on UK-only clients, or looking further afield?

Your CRM (e.g. HubSpot) is the best place to start. If you don’t yet have enterprise clients, supplement your insights by interviewing current customers, running surveys, or using tools like WINTER, Clay, or Crunchbase to identify key traits of your ideal customer profile (ICP).

🎯 ABM campaign 1: the research outreach play

This is one of the most effective ways to get on your prospects’ radar without selling to them. The idea is simple. You produce a piece of industry research or a benchmarking report, then invite your target accounts to contribute.

You’re not pitching a product. You’re offering to feature them as an expert, which builds credibility and trust right from the start.

How to do it:

• Reach out via LinkedIn or email asking if they’d like to contribute to your report or share a quote
• Collect insights via a short call, survey or email
• Feature them prominently in the final content, tagging them when you publish it
• Follow up to say thank you and explore how you can support their goals

This is a great way to turn cold outreach into warm collaboration. Once the report goes live, you’ve got an easy reason to continue the conversation.

🎙️ ABM campaign 2: start a podcast (yes, really)

Podcasts are a brilliant way to start genuine conversations with enterprise buyers. You don’t need thousands of downloads. You just need to invite the right people.

The podcast becomes a Trojan horse. You’re not asking for a sale. You’re asking to hear their story. And that makes all the difference.

How to do it:

• Choose a theme that aligns with the problems your product solves
• Invite your dream clients to be guests
• Run a 20 to 30 minute conversation focused on their expertise, not your offer
• After the episode, follow up with tailored insights and a helpful CTA

This approach turns gatekeepers into collaborators. By the time you mention your product, it feels natural. You’ve already built rapport.

☕ ABM campaign 3: host a micro-event (like a breakfast)

In a world of endless webinars and overstuffed conferences, a small in-person event cuts through. A breakfast or roundtable for 8 to 12 people is the perfect way to build trust, spark conversation and create meaningful relationships.

How to do it:

• Choose a location that’s convenient for your ideal clients
• Invite a carefully curated group from the same vertical or role
• Run a structured discussion around shared challenges, led by you or a guest speaker
• Keep it informal, without a hard pitch
• Follow up afterwards with tailored support or a soft invite to a product conversation

Micro-events are powerful because they focus on relationships, not reach. One strong connection at the table could be your next enterprise customer.

📦 ABM campaign 4: direct mail with a twist

Done well, direct mail is one of the most memorable ways to engage high-value prospects. The key is relevance. It should be surprising, personal and aligned to your campaign theme.

This isn’t sending a flyer. It’s sending a conversation starter.

How to do it:

• Create a creative hook, such as a mini coffin filled with sweets for a “RIP to the old way” campaign
• Time it for mid-funnel prospects, such as someone who has downloaded an eBook or clicked a key ad
• Include a handwritten note and a personal CTA
• Follow up via call, email or LinkedIn

Direct mail works best when it’s part of a wider campaign, especially if you’ve already interacted with the prospect in another format. It creates a tactile moment in an otherwise digital experience.

🔍 ABM campaign 5: hyper-personalised campaigns that speak to their pain

This is the most focused campaign on the list. Rather than targeting hundreds of companies with generic messaging, you build something bespoke for a small segment that shares a specific challenge.

The results can be exceptional.

Example:

If you’re targeting law firms, mystery shop them by calling their client helpline. Measure how long it takes to get a response. Benchmark the results and send each firm a custom report showing how they compare to peers.

Then follow up with insights and a suggestion of how your platform could help improve their metrics.

How to do it:

• Pick a tight segment with a measurable problem
• Gather relevant data from public sources or simple research
• Create a performance benchmark or scorecard
• Share it as a report, with a tailored message that shows you’ve done your homework
• Offer a strategy call to help them improve

This campaign shows that you understand their business. It builds instant credibility. It also creates urgency, especially if their performance is below the benchmark.

Final thoughts: ABM campaigns work better together

These campaigns are most effective when you layer them. Your podcast guest becomes your direct mail recipient. They then attend your breakfast event, receive your benchmark report, and book a call after reading your latest industry eBook.

You don’t need to go after thousands of accounts. Focus on a well-researched list of 200 to 500. Execute one campaign well, then build on it.

When you do this consistently, your brand stops being a stranger and starts becoming a trusted expert.

Want help building or executing these campaigns?
Apply for a free SaaS marketing strategy call with Ryan, founder of Rocket SaaS.

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By Ryan James

Founder of Rocket SaaS