A complete tutorial on managing account based marketing workflows in Mylighthouse

If you’re fed up with vague “ABM best practices” and want a no-nonsense guide to actually doing account based marketing in Mylighthouse, you’re in the right place. This walkthrough is for marketers, sales ops, or anyone who’s been handed the keys to Mylighthouse and told, “Get results.” We’ll skip the buzzwords and get to what works, what’s a waste of time, and how to make Mylighthouse serve your real-world goals—not the other way around.

1. Know What You’re Working With

Before you start clicking around, get clear on what Mylighthouse actually does—and what it doesn’t. It’s built for managing account-based marketing (ABM) workflows, so expect features for:

  • Segmenting and tracking target accounts
  • Assigning and automating tasks across teams
  • Running personalized campaigns (email, ads, etc.)
  • Reporting on engagement and pipeline activity

What it won’t do: generate perfect target lists from thin air, write your content for you, or magically improve sales-marketing alignment. Think of it as a solid toolkit, not a silver bullet.

Pro tip: Don’t try to force your whole sales and marketing process into Mylighthouse on day one. Start with your core ABM workflow and build up.

2. Set Up Your Account List (Don’t Overthink It)

Everything in ABM starts with your account list. Mylighthouse lets you import accounts via CSV, sync from your CRM, or (sometimes) build lists inside the platform. Here’s how to avoid common headaches:

Steps:

  1. Decide where your source of truth lives. If your CRM is a mess, don’t sync junk. Clean up your account list first.
  2. Go to Accounts > Import. Upload your CSV or connect your CRM.
  3. Map your fields. Pay attention here—messy data means messy campaigns later. At minimum, map:
    • Account name
    • Industry
    • Account owner
    • Status or funnel stage
  4. Tag or segment accounts. Use tags for things like “Strategic,” “Expansion,” “New Logo.” Keep it simple; you can always add more later.

What to ignore: Don’t spend hours agonizing over perfect segmentation out of the gate. You’ll never get it right on the first try, and the best segments usually show up after you get some real data.

3. Build Your ABM Workflow (Without Going Down a Rabbit Hole)

This is where most people get stuck—trying to design a “perfect” ABM process when what you really need is something that works well enough to get started. In Mylighthouse, workflows are a series of steps that move accounts through your marketing and sales process.

Steps:

  1. Go to Workflows > Create New.
  2. Name your workflow. Make it obvious: “Q3 Expansion ABM,” “Top 50 Accounts,” whatever works.
  3. Set entry criteria. For example, accounts tagged “Strategic” and in “Engaged” stage.
  4. Define stages. Typical stages:
    • Targeted
    • Engaged
    • Meeting Scheduled
    • Opportunity
    • Won/Lost
  5. Assign tasks or triggers. What actually happens at each stage? You might set:
    • Automated emails
    • SDR follow-up tasks
    • LinkedIn ad launch
    • Alerts to account owners
  6. Set exit criteria. Decide what moves an account to the next stage. Be specific, or your pipeline will get clogged and confusing.

Pro tip: Don’t automate everything right away. Manual steps are fine if they give you visibility or let you spot problems early.

What to ignore: Fancy workflow templates that don’t fit your business. Start with your real process—even if it’s a bit ugly.

4. Personalize Outreach (Without Burning Out)

Personalization is the big promise of ABM. Mylighthouse can help—but only if you use it wisely.

Steps:

  1. Templates, not scripts. Create outreach templates for each stage (email, InMail, whatever). Leave room to add a real detail about the account.
  2. Tokens for basics. Use Mylighthouse’s personalization tokens for things like {{AccountName}}, {{Industry}}, etc. Don’t overdo it—nothing screams “mail merge” like fake personalization.
  3. Set up triggers. Schedule emails or tasks to go out when an account hits a certain stage.
  4. Monitor response rates. If nobody’s replying, your “personalization” probably isn’t working. Adjust before scaling up.

What to ignore: The idea that “AI-powered personalization” will do the hard work for you. If you wouldn’t send it to your most important account, don’t send it at all.

5. Keep Sales and Marketing Aligned (For Real)

This is the part everyone talks about and almost nobody nails. You’ll get nowhere if marketing is running campaigns that sales ignores—or worse, duplicates.

Steps:

  1. Assign clear account owners. Every account in Mylighthouse needs a human in charge. No floating “ownership.”
  2. Set up alerts and notifications. Use Mylighthouse’s built-in notifications for key actions: meeting booked, account moved to Opportunity, etc.
  3. Share dashboards. Don’t hoard data. Let sales see engagement, and let marketing see pipeline progress.
  4. Hold weekly reviews. Actually look at the workflow together. What’s moving, what’s stuck, what needs a nudge?

Pro tip: If you’re spending more time in meetings than actually working accounts, something’s broken. Use Mylighthouse to give both teams real visibility, not just more reports.

What to ignore: Overcomplicated “alignment frameworks.” A shared list, clear owners, and regular check-ins go further than any diagram.

6. Track What Matters (And Skip Vanity Metrics)

Mylighthouse has plenty of reporting options, but not all of them are useful. Focus on signals that show if your ABM workflow is actually moving accounts forward.

What to track:

  • Engaged accounts: Are your target accounts actually responding or moving stages?
  • Meetings booked: Not just emails sent—are you getting real conversations?
  • Pipeline created: Are these workflows turning into real opportunities?
  • Closed-won deals: Ultimately, is ABM driving revenue?

What to ignore:

  • Open rates and impressions: Nice to know, but don’t stake your job on them.
  • “Activity scores” with no tie to outcomes: If you can’t explain what it means to your boss, skip it.

Pro tip: Set up a simple dashboard for your core metrics and check it weekly. Don’t get distracted by every new chart.

7. Iterate Without Breaking Everything

No ABM program is perfect out of the gate. The smart move is to get a basic workflow live, then tweak it as you learn.

How to iterate safely:

  • Clone workflows before making big changes. Test new ideas on a subset, not your whole account list.
  • Document what you change. If something works (or flops), you’ll thank yourself later.
  • Ask for feedback from the people actually using it. Fancy automations mean nothing if your SDRs can’t find their tasks.

What to ignore: Fancy new features or “beta” tools unless you have a real use case. If your current workflow is working, don’t fix what isn’t broken.

That’s the real process: get your accounts in, build a simple workflow, personalize just enough, and focus on what moves the needle. Skip the shiny stuff until you’ve nailed the basics. Keep it simple, review what’s working, and don’t be afraid to make small changes as you go. ABM isn’t magic—it’s just a process, and Mylighthouse is there to help if you use it with your eyes open.