Your ABM landing page can make your campaign a flop or a beaming success.
Unlike traditional marketing approaches that cast a wider net, ABM speaks to specific accounts. Your landing page needs to be well-researched, personalised, and address the pain points of the target account.
If you’re here, you’re likely looking to learn how to create ABM landing pages, so let’s get into it. Plus, there are real-world examples from our marketing team here at Cognism. 👇
Account-based marketing landing pages are different because they often target a specific group or single account. Whether your campaign is 1:Many, 1:Few or 1:One, the content will be specifically written for these accounts. This is reflected in all landing page areas, from logo or social proof selection to design and layout.
The content on the landing page:
I referred to our in-house ABM expert for this bit, Tim Hughes, Demand Generation Lead here at Cognism. Tim’s been creating ABM campaigns that generate $300K+ in pipeline within its first eight weeks; it's safe to say he’s a great source of lived experience.
Tim uses Cognism's audience-building functionality to narrow down his account selection. Sales triggers like vertical, company size, intent signals, and technographics enable Tim’s landing pages to be totally unique and speak to the pain points of the target account.
So, let’s get into the flow.
It’s time to create your target account list with your tool of choice (hopefully Cognism). The account lists will be based on the type of ABM campaign you’re going for (1:Many, 1:Few or 1:One).
Here’s what Tim says about narrowing down your list and what to include:
“Your ABM campaign is only as good as your list, so before you start your landing pages, narrowing down the right target accounts is important. I like to use differentiators like vertical, company size, intent signals and technographics to build my list.”
Building account lists for ABM with tools like Cognism is easy. With the Sales Companion, you can filter out your companies based on:
This helps whittle your list down from your total addressable market to specific accounts you’ve marked to pull into your ABM campaigns. Once you’ve got your list, Sales Companion makes it easy to export to your CRM systems or as a CSV upload, ready to build your LinkedIn ad campaigns.
Next, you need to do your research. ABM landing pages are all about personalisation. Tim says:
“The content on your landing page must resonate deeply with the target account. Research is a crucial step to take and shouldn’t be left out before creating your pages.”
Cognism Cortex AI helps you dive deeper when researching target accounts. The AI summary on the browser extension means you can immediately get information about the account’s business model, competitors, strategy, direction, and intent signals, such as job changes and funding announcements.
Tim uses this research to create his ABM landing pages through an AI workflow. Watch the full flow here.
Now that you’ve built your list and researched your accounts, it’s time to build the landing page. At Cognism, we’ve got a solid landing page template in-house. We know from Microsoft Clarity recordings that 70% of users never make it to the bottom of a page, so front-load value is really important to us.
Tim says:
“We recently implemented a new layout structure for our landing pages. This creates consistency, ensuring that all landing pages follow the same optimised template”
Here’s how are pages are structured:
We’re constantly iterating and adapting our ABM landing pages and website based on testing findings and user engagement.
Tim says:
“It’s no good to just set and forget your landing page. You need to constantly test new layouts, small optimisation tweaks and make incremental improvements.”
An example of where we recently ran an ABM test across the wider website is on our homepage hero messaging. We adjusted the hero to be more tailored towards mid-market scale-ups vs generic. Although not on a landing page, this test runs ABM by segment.
Here’s a screenshot of what the homepage messaging looked like before vs as the test variation.
Before message testing:
The message testing variant:
Here are the results we saw from the test:
We didn’t stop there, though. After gathering this quantitative data, we opted for a qualitative approach. Using Wynter, we ran a survey for the ICP of the messaging to gain their feedback. This not only added more weight to our conversion and engagement data, but also meant we understood more deeply how we could tweak and retest the page with new messaging changes.
Here is some of the feedback we got from the survey we ran on the test messaging:
Now that we’ve covered the steps to creating your landing page, let’s discuss the best practices for high-converting pages.
High-converting ABM landing pages speak directly to the challenges and goals of your target accounts. Use industry-specific language and pain points that mirror what your prospects care about most. Adding the company name or sector in your headline can increase relevance, while supporting imagery that aligns with their industry or use case helps your page feel immediately relevant.
Using firmographic data (like industry, company size or location) automatically allows you to tailor headlines, proof points, and value propositions. This means you can scale ABM personalisation without building dozens of separate pages while ensuring every visitor sees the most relevant content for their business.
ABM pages convert better when prospects see proof that your solution works for organisations like theirs. Include customer logos, short testimonials and bite-sized case studies highlighting measurable results in similar industries or use cases. This reduces perceived risk and shows you understand their world.
Calls to action should match where your prospect is in their buying journey while keeping friction low. Swap out generic CTAs like “contact sales” for something more specific, such as “get your industry report” or “book a strategy call”. Keep forms short, consider using conversational forms or calendar embeds, and make it easy for prospects to take the next step without overthinking it.
Your ABM landing page isn’t just about getting a form filled out; it’s about setting up your sales team for meaningful follow-up. Ensure the page messaging and offers align with your outreach so the experience feels seamless. Capture useful intent signals on your form or via tracking to inform your sales team of the prospect’s interests and pain points before they reach out.
Building a high-converting ABM landing page is only half the job. To know if it’s working, you need to track the right metrics, tie them back to pipeline, and refine your campaigns using intent data.
Key metrics to track
An ABM landing page is a web page built specifically for your target accounts within an account-based marketing strategy. Unlike generic landing pages, ABM landing pages use tailored messaging, offers, and proof points that speak directly to the priorities of a specific account, industry, or segment, making them more relevant and engaging for high-value prospects.
You can personalise ABM landing pages in several ways:
Yes, ABM landing pages often improve conversion rates because they are more relevant to your visitors. You reduce friction and increase trust by aligning the messaging with the prospect’s needs and using targeted proof points. Prospects are more likely to engage with your offer when they see it’s tailored to their business, leading to higher-quality form submissions and better progression to meetings and pipeline.
ABM landing pages help you engage your top accounts with tailored messaging and clear next steps, turning interest into pipeline faster.
With Cognism, you can identify and reach your target accounts, collect intent signals, and build data-backed ABM landing pages that align sales and marketing. It’s a smarter way to convert the accounts that matter most.
Learn more about Cognism for ABM, see how our marketing team uses it internally in our cheat codes.