If you’re running account based marketing (ABM) campaigns and you're using Heypoplar, this guide is for you. Maybe you’re new to ABM, or maybe you’re tired of reading hype-filled advice that never mentions the messy reality of juggling lists, tracking engagement, and actually getting results. Either way, let’s cut through the noise and get real about what works—and what’s just marketing fluff.
1. Nail Down Your Target Account List (Don’t Overcomplicate It)
Account based marketing lives or dies by your target list. Without a clear, manageable list, everything else falls apart.
- Start with what you know. Pull data from your CRM, sales team suggestions, and any recent wins. If you’re spending weeks “refining” your list, you’re probably stalling.
- Heypoplar tip: Import your list as a CSV or sync directly if you’re using a connected CRM. Don’t sweat fancy segmentation up front—just make sure the data is clean (no duplicates, up-to-date contacts).
- Pro tip: Limit yourself to 50-200 accounts if you’re just getting started. Smaller lists mean you can actually personalize, which is the whole point.
What to skip: Don’t obsess over buying “intent data” or third-party lists unless you know exactly what you’re looking for. Most of the time, your existing lists beat a cold, expensive database.
2. Set Realistic Goals (And Actually Write Them Down)
It’s easy to get swept up in ABM dashboards and forget what you’re trying to do. Are you looking for meetings? Opportunities? Closed deals? Pick one or two metrics and stick to them.
- Good goals: “Book 10 meetings with decision-makers from our top 75 target accounts.” Or, “Drive demo requests from at least 15% of engaged accounts.”
- Bad goals: “Increase engagement.” (What does that even mean, really?)
Heypoplar tip: Set up reporting early. Use Heypoplar’s campaign analytics to track key actions, but avoid the temptation to measure everything—pick what matters and ignore the rest.
3. Build Simple, Clear Campaigns—Not a Rube Goldberg Machine
The more moving parts you add, the more likely something breaks. Keep your first few campaigns straightforward:
- One message per campaign. Don’t try to pitch every product feature or pain point.
- Heypoplar’s strength is in multichannel orchestration. Use email and direct mail to start; you can layer in ads or gifting later.
- Map touchpoints. For example: Email #1 → Direct mail piece → Follow-up email → LinkedIn message.
What to ignore: Don’t bother with “AI-driven personalization” unless you’ve mastered basic, human personalization first. A well-written email beats a generic “personalized” one every time.
4. Personalize (But Don’t Spend All Day Writing Haikus)
Personalization is ABM’s bread and butter, but you can drive yourself crazy trying to make every message a work of art. Here’s how to keep it manageable:
- Use short, specific details. Mention something real: “Noticed your company just expanded to Europe—congrats.”
- Templates are your friend. Build 2-3 solid templates, then tweak for each account.
- Heypoplar’s merge fields let you pull in company names, industries, recent activity—use them, but double-check for embarrassing errors.
Pro tip: If you’re spending more than 10 minutes per account, you’re doing too much. Focus on the top 10% of accounts for extra love; the rest get “light” personalization.
5. Orchestrate, Don’t Spam
Just because Heypoplar makes it easy to send messages everywhere doesn’t mean you should. ABM is about quality, not volume.
- Stagger your touchpoints. Give people time to respond; don’t send three emails and a mailer in one week.
- Don’t overdo channels. Start with two (email + direct mail or LinkedIn). Add more only if you see traction.
- Track activity. Use Heypoplar’s engagement tracking to see what’s working. If no one opens your direct mail, try a different approach.
What to ignore: The temptation to “always be touching” your accounts. Sometimes, less really is more.
6. Collaborate With Sales (For Real, Not Just in a Slide Deck)
ABM falls apart if marketing and sales aren’t on the same page. Here’s how to make it work—without endless meetings:
- Share your target list and campaign plan before launching. Get feedback from sales on which accounts matter most right now.
- Set up notifications in Heypoplar so sales knows when an account engages. No one likes getting blindsided by a “hot lead” they’ve never heard of.
- Quick check-ins beat long meetings. Ten minutes every week to discuss top engaged accounts, then move on.
Pro tip: If sales isn’t following up, make it even easier—draft the outreach for them.
7. Measure What Matters (And Ignore the Vanity Metrics)
Heypoplar offers a lot of reporting, but not every number is useful. Focus on what drives real outcomes:
- Pipeline and meetings booked. Engagement is nice, but revenue talks.
- Account progression. Are target accounts moving from “cold” to “in conversation” to “deal”?
- Cost per meaningful engagement. Know what you’re spending on each account, not just the total campaign.
What to skip: Open rates, click rates, and “impressions” aren’t the end game. If your top accounts aren’t moving, change the approach.
8. Iterate (Because You Will Not Nail It the First Time)
The dirty secret of ABM? Most campaigns flop before they work. Treat everything as a test:
- Review results every 2-4 weeks. Which messages landed? Which channels flopped?
- Tweak, don’t overhaul. Change one variable at a time—subject lines, timing, offer, channel.
- Document what you learn. Make a simple playbook in Notion, Google Docs, or wherever your team lives.
Heypoplar tip: Use campaign cloning to quickly spin up new versions without starting from scratch.
9. Avoid Shiny Object Syndrome
ABM tech vendors love to pitch the latest features and integrations. Here’s what to actually care about in Heypoplar:
- Does it help you reach your accounts? If a feature doesn’t make that easier or more effective, skip it.
- Is it easy to use? If you can’t explain it to a new teammate in five minutes, it’s probably too complex.
- Does it play nice with your CRM? Integrations matter, but only if they save you time.
What to ignore: “AI-powered” everything, unless you see clear, measurable results. Don’t buy features; solve problems.
10. Keep Your Data Clean (Or Everything Else Falls Apart)
Out-of-date contacts, duplicate accounts, and missing fields will mess up even the best ABM strategy.
- Schedule regular list cleanups. Once a month is usually enough.
- Check Heypoplar for sync errors if you’re pulling from your CRM.
- Delete or update bounced contacts. No point in sending gifts or messages to people who left six months ago.
Pro tip: Data hygiene isn’t glamorous, but it saves you headaches (and budget) down the road.
Account based marketing in Heypoplar doesn’t have to be a massive project or a tech arms race. Start with a clear list, simple campaigns, and honest collaboration with sales. Measure what matters, skip what doesn’t, and don’t be afraid to experiment. The best teams keep things simple, learn fast, and aren’t afraid to ditch what isn’t working. That’s how you actually get results.