So you’re running B2B account based marketing (ABM) campaigns, and you’ve picked Bullseye as your tool of choice. Maybe you’re drowning in lists, or you’ve tried “personalization at scale” and ended up with a mess of half-baked landing pages. Either way, you want real results, not just another dashboard. This guide is for marketers who want to run focused, effective ABM campaigns with Bullseye—without getting lost in the weeds or swept away by hype.
Let’s cut through the noise. Here’s what actually works (and what doesn’t) when managing B2B ABM campaigns with Bullseye.
1. Get Your Account List Right—Don’t Overthink It
ABM starts and ends with your target account list. Bullseye can help you organize, segment, and update lists, but it can’t fix a bad list.
What matters: - Start with accounts that actually fit your ideal customer profile. If you’re not sure, ask sales who they want to talk to. - Don’t chase logos just because they’re famous. Focus on accounts likely to buy. - Keep your first list manageable—think dozens, not hundreds. You can always add more later.
Pro tip: Use Bullseye’s tagging and scoring features, but don’t get lost in fancy criteria. If your ICP is fuzzy, you’ll waste time tweaking filters that won’t help.
2. Map the Buying Committee (and Keep It Simple)
Bullseye lets you track multiple contacts per account, which is useful. But don’t treat every contact as equally important.
Here’s what works: - Identify the 2-3 roles that usually drive a deal (e.g., decision-maker, influencer, blocker). - Use Bullseye’s contact mapping to group by role or function, not job title. “VP, IT” means nothing if your product is for marketing. - Don’t try to map every possible stakeholder. Find the must-haves, then fill in gaps as you go.
What to skip: Endless “stakeholder mapping” workshops. You’ll end up with a spreadsheet no one uses.
3. Segment for Relevance, Not for the Sake of Segmentation
Bullseye’s segmentation tools are powerful, but more segments aren’t always better.
Do this: - Segment by meaningful buying differences (industry, company size, pain point). - Set up Bullseye audiences that match how your sales team talks about accounts. - Keep the number of segments small enough that you can actually create useful content for each.
Avoid: - Over-segmenting just because you can. “Personalization” that’s just a mail merge isn’t fooling anyone. - Creating segments with too few accounts—each segment should be worth the effort.
4. Build Campaigns That Sales Actually Wants
Here’s where most ABM campaigns go off the rails: Marketing builds a flashy campaign, but sales ignores it. With Bullseye, you can (and should) loop sales in early.
Best practices: - Share campaign plans with sales before you launch—get buy-in, not just sign-off. - Use Bullseye’s collaboration features to let sales flag hot accounts or veto bad fits. - Set up shared dashboards so both teams see the same data. No more “he said, she said” about what’s working.
What doesn’t work: Forcing sales to use yet another tool or process. If they’re not logging into Bullseye, you need a different approach. Sometimes, a shared Slack channel works better than another dashboard.
5. Personalize—But Don’t Waste Time on Fake Personalization
There’s a lot of noise about “hyper-personalized” campaigns. The reality: most “personalized” emails are boring templates with a company name swapped in.
Smart ways to personalize with Bullseye: - For top-tier accounts, build real 1:1 messaging (custom video, tailored landing page, specific offer). - For broader segments, focus on relevance—industry pain points, case studies that make sense, etc. - Use Bullseye’s dynamic content features for basics (name, job title), but don’t pretend it’s magic.
Skip this: Creating dozens of “personalized” assets that nobody reads. Focus on quality over quantity.
6. Set Up Tracking That Tells You Something Useful
Bullseye offers plenty of reporting, but not all metrics matter. Don’t fall for vanity numbers.
Track what matters: - Engagement from target accounts (not just anyone). - Movement through the buying process—meetings booked, demos scheduled, deals advanced. - Signals that sales cares about (account visits, repeat engagement, key content downloads).
Don’t bother with: - Open rates or generic website visits—they tell you almost nothing in B2B ABM. - “Impressions” or “reach” unless you can tie them to account progress.
Pro tip: Set up a regular review with sales to look at Bullseye reports together. If it doesn’t help you make a decision, it’s not a useful metric.
7. Automate the Boring Stuff—and Watch for False Promises
Bullseye’s automation can save you time, but only if you set it up carefully.
Automate: - Lead-to-account matching (Bullseye’s pretty good at this, but double-check results). - Routine follow-ups or reminders for sales. - Basic nurture streams for less-ready accounts.
Manual beats automation when: - You’re reaching out to tier-1 accounts. Handwritten notes or a well-timed call will always beat an automated sequence. - You’re troubleshooting messy data. Automation only makes bad data problems worse.
Watch out for: “Set it and forget it” promises. Automation in ABM is only as good as your process and your data.
8. Test, Learn, Repeat (But Don’t Get Stuck in Analysis)
Bullseye makes it easy to A/B test subject lines, landing pages, and offers. That’s great, but don’t let optimization become a full-time job.
What’s worth testing: - Email subject lines and CTAs for real engagement - Landing pages for specific account segments - Offers or hooks (what actually gets a reply)
Skip: - Endless “micro-tests” that don’t move the needle (changing button colors, etc.) - Tests without a clear hypothesis
Keep it honest: If something’s not working, change it. Don’t wait for “statistically significant” results if you can see the trend.
9. Share Wins and Fails—Transparency Beats Spin
ABM is a team sport. Bullseye’s reporting makes it easy to share results, but be real about what’s working.
Do: - Share both wins and losses. If a campaign flops, say so, and move on. - Use Bullseye’s reporting to highlight learnings, not just numbers. - Celebrate when a sales rep closes a deal from your ABM campaign, even if it took a while.
Don’t: - Cherry-pick data to make things look better than they are. - Hide failures—they’re where you learn what not to do next time.
10. Keep It Simple and Iterate
Don’t let Bullseye’s features (or ABM hype) distract you from the basics: right accounts, real engagement, tight sales-marketing alignment.
- Start small. Nail your first campaign before scaling up.
- Use Bullseye for what it’s good at: organizing accounts, tracking engagement, and syncing with sales.
- Ignore the shiny features until you’ve mastered the essentials.
Wrapping Up: Don’t Overcomplicate It
B2B ABM is simple in theory but messy in practice. The best teams use tools like Bullseye to focus on what matters—good account lists, collaboration, and real engagement—without getting bogged down in busywork.
Start small, stay honest, and keep learning. The rest is just noise.