So, you’re about to launch your first account-based advertising (ABM) campaign with N.rich. Maybe your boss is breathing down your neck about pipeline. Maybe you’re just sick of spraying ads everywhere and hoping the right people see them. Either way, this guide is for you if you want a real shot at making ABM work—without getting lost in the weeds or the hype.
Below, you’ll get a straight-shooting walkthrough of how to plan, launch, and (actually) get results from your first Nrich ABM campaign. No fluff, no magic bullets—just what you need to know, and what you can safely ignore.
Step 1: Get Clear On Your Goals (Seriously)
ABM isn’t magic. If you’re expecting overnight sales, you’ll be disappointed. Before clicking anything in Nrich, pin down what “success” looks like:
- Are you after awareness, engagement, or direct leads? Be honest about this—don’t just say “all of the above.”
- How will you measure it? Clicks, form fills, meetings booked, even just getting the right people to your site—all fair, but pick one or two.
- Who cares if it works? Sales? Marketing? Leadership? Make sure you know who’s watching, so you don’t chase vanity metrics.
Pro tip: Don’t overcomplicate tracking. Start simple—set up UTM parameters and basic conversion tracking. You can always add more later.
Step 2: Build a Tight Target Account List
Here’s where most campaigns go off the rails: trying to target everyone. Don’t do that. With Nrich, you’re paying to get in front of specific companies, so make each one count.
- Start small: 50–200 accounts is plenty for your first run.
- Be picky: Focus on accounts that sales actually wants. If they don’t care, why should you?
- Get specific: Company names, domains, industries, sizes. The more precise, the better.
- Talk to sales: Yes, really. If they’re not on board with the list, you’re wasting money.
What to skip: Don’t bother with crazy-long lists you buy from vendors. Quality over quantity wins every time.
Step 3: Set Up Nrich The Right Way
Nrich isn’t rocket science, but it’s easy to miss stuff if you rush. Take a beat and get your foundation solid.
- Integrate your CRM (if possible). It’ll save headaches later with reporting and nurturing.
- Upload your account list—double-check for typos or weird formatting.
- Define your audience: Narrow by job titles, functions, or seniority. Don’t just blast ads to everyone at the company.
- Set your budget: Start low. You can always scale up, but you can’t get wasted spend back.
Pro tip: Don’t obsess over every targeting toggle. Get the basics right and move on.
Step 4: Craft Ads That Don’t Suck
You’re not selling to robots. Your ads need to actually speak to the humans at your target accounts.
- Skip the generic fluff: “Industry-leading solutions” and “future-ready platforms” get ignored.
- Speak to a pain point: What keeps your target up at night? Lead with that.
- Use real language: If it sounds like something you’d say, you’re on the right track.
- Include a clear call-to-action: Don’t make people guess what to do next.
- Test multiple messages: You’re probably not going to nail it on the first try—run a couple of variations.
What to ignore: Vanity creative awards. You want clicks and conversions, not a pat on the back from the design team.
Step 5: Set Up Landing Pages That Match
Don’t send people to your homepage and expect miracles. If your ad says “See how Acme slashed costs,” your landing page better tell that story.
- Match message to ad: If there’s a disconnect, people bounce.
- Keep forms short: Name, email, company. That’s it for now.
- Show proof: A customer quote or a quick stat beats a wall of text.
- Mobile-friendly: Most B2B folks are on desktop, but don’t get caught with a broken mobile page.
Pro tip: Use a tool you can edit fast. You’ll want to tweak as you go.
Step 6: Launch and Watch (But Don’t Obsess)
You’ve set everything up. Now, launch—but resist the urge to check stats every hour.
- Give it at least 2 weeks before judging results. B2B cycles are slow.
- Watch for glaring issues: Zero clicks? Broken links? Fix ASAP.
- Don’t panic if it’s quiet: ABM is a slow burn, especially for big-ticket sales.
What to skip: Don’t touch the ads every day. Let the data accumulate before you swap things out.
Step 7: Measure What Matters
You’ll drown in data if you’re not careful. Stick to a few key numbers:
- Account reach: Are you actually getting in front of your list? If not, revisit your targeting or creative.
- Engagement: Clicks, site visits, content downloads—pick the ones that matter for your goal.
- Pipeline influence: Are you seeing more activity from these accounts in sales conversations? Sometimes, that’s the best early sign.
Pro tip: If you see nothing moving in a month, pause and rework. Don’t just throw more money at it.
Step 8: Talk to Sales (Again)
This is where most campaigns die: Marketing thinks it’s working, sales has no idea it happened.
- Share the target account list: Let sales know who’s being targeted and why.
- Hand off engaged accounts: If someone from your list starts showing up in meetings or site visits, flag it.
- Ask for feedback: Did they hear anything from prospects about seeing your ads? Sometimes you’ll get gold.
What to skip: Don’t send sales a 10-page report. They won’t read it. Bullet points and highlights work best.
Step 9: Iterate Without Overthinking
You’re not going to nail it on your first try. ABM is a long game.
- Tweak one thing at a time: Change the ad, or the landing page, or the audience—not all three at once.
- Keep your list fresh: Drop accounts that aren’t engaging, add new ones that pop up in sales calls.
- Watch for patterns: Is one message working better? Is a certain industry engaging more? Double down there.
Pro tip: Document what you tried and what happened. Future-you will thank you.
What Works, What Doesn’t, and What to Ignore
- Works: Tight lists, clear messaging, and actual coordination with sales.
- Doesn’t: Huge account lists, vague ads, and “set it and forget it.”
- Ignore: Fancy dashboards, complicated attribution models, and any advice that promises “10x ROI overnight.”
Keep It Simple and Keep Going
ABM with Nrich isn’t rocket science, but it does take focus and patience. Start small, stay close to sales, and don’t get distracted by shiny objects. The best campaigns are the ones that actually get launched—and then improved bit by bit.
Now go run your first campaign. And remember: simple beats perfect, every time.