If you’re tired of fluffy guides that promise “seamless ABM” and deliver nothing but buzzwords, you’re in the right place. This is for marketers and sales folks who want to actually use N.rich to segment and nurture accounts—without wasting hours clicking around or getting lost in jargon. No silver bullets, just honest steps you can follow (and a few things to skip).
1. Get Your Target Account List Right
Before you touch any tool—N.rich or otherwise—your target account list matters more than any feature set. If you don’t have a good list, no amount of nurturing will save you.
What works: - Start with sales: Seriously, talk to your sales team. They know which accounts are real targets. - Use your CRM, not just LinkedIn: Pull a list from your CRM. Enrich it with data—industry, size, tech stack—so you’re not just guessing. - Don’t go too wide: Ten good accounts beat a hundred random ones every time.
What to ignore:
Don’t let fancy intent data or “AI-powered targeting” distract you from plain common sense. If your list is bad, your results will be too.
2. Upload and Clean Your Account List in N.rich
Once your list is ready, it’s time to get it into N.rich.
Steps: 1. Prepare your CSV: Include fields like company name, website, industry, and any segmentation data you want to use later. 2. Upload to N.rich: Use the platform’s upload feature. If you get errors, check your formatting—N.rich is picky about clean data. 3. Map fields: Make sure N.rich recognizes your columns so you can actually use them for segmenting later.
Pro tip:
Don’t just upload and forget. Spot-check a few records in N.rich to make sure they look right. Garbage in, garbage out.
3. Segment Accounts with Filters (Don’t Overcomplicate)
N.rich has a bunch of filters for segmenting accounts—industry, company size, location, tech stack, and more. Use them, but don’t get too clever.
How to do it: - Start simple: Split by obvious stuff—industry, region, or company size. If you try to make 15 micro-segments, you’ll just create a mess. - Use engagement data: N.rich tracks which accounts have engaged with your ads. Use this to prioritize hot accounts versus cold ones. - Save your segments: Give them clear names. “US SaaS 200+ employees” is better than “Segment 3.”
What works:
Building 2-4 clear segments you can actually act on. Anything more, and you’ll probably ignore half of them.
What to ignore:
Don’t fall for the “hyper-personalization” myth if you don’t have the resources to match. You’re better off with strong, simple segments and actually doing something with them.
4. Set Up Account-Based Ads (and Don’t Get Fancy)
The point of N.rich is to get your message in front of your target accounts. That means ad campaigns, not endless planning.
Steps: 1. Pick your segment: Start with your best-fit accounts. 2. Set up creative: Use plain language and real value props—save the clever headlines for awards shows. If your ad doesn’t tell them why they should care, rewrite it. 3. Enable dynamic content (optional): N.rich can swap out text or images for different segments. This is handy, but it’s easy to overdo. Only use it for obvious wins, like industry-specific offers. 4. Set your budget and go: Don’t overthink. You can tweak later.
Pro tip:
Test simple creative against “personalized” versions. You might find that broad, clear messaging works just as well—especially if your targeting is tight.
5. Monitor Engagement (But Ignore Vanity Metrics)
N.rich gives you a lot of data—impressions, clicks, account visits, engagement scores. Some of it’s useful, a lot isn’t.
What to watch: - Account engagement: Are your target accounts actually seeing and interacting with your ads? - Website visits from target accounts: This is gold—especially if you can see which pages they’re hitting. - Movement over time: Are more accounts moving from “cold” to “warm”? That’s what matters.
What to ignore:
Don’t obsess over click-through rates or “reach.” If accounts aren’t moving down the funnel—or sales isn’t hearing from them—it’s just noise.
6. Sync With Sales (Yes, Really)
All the segmentation in the world means nothing if sales isn’t in the loop.
How to do it: - Set up alerts or reports: N.rich can send notifications when key accounts engage. Pipe this straight to sales. - Share the why, not just the what: Don’t just dump data—explain why it matters (“Acme Corp hit our pricing page twice this week”). - Schedule regular check-ins: A 10-minute call beats endless Slack messages. What’s working? Who’s biting?
Pro tip:
Make sure someone owns this. If it’s everyone’s job, it’s no one’s job.
7. Nurture With Follow-Up Campaigns
Segmentation and targeting are only the start—now you need to keep your accounts warm.
Tactics that work: - Retarget engaged accounts: Set up new campaigns for accounts that visited key pages. - Try new messages: Switch up your creative every month or so. If nothing’s landing, don’t be afraid to pivot. - Experiment with offers: Free trials, demos, webinars—see what actually gets a response.
What doesn’t:
Blasting the same message for months. If they didn’t care the first five times, they won’t care the sixth.
8. Automate (But Stay Sane)
N.rich offers automation—workflow triggers, automated nurture flows, yada yada. Use them, but don’t lose sight of the basics.
What works: - Simple triggers: “If account visits demo page, add to demo nurture campaign.” Keep automations straightforward. - Avoid over-automation: If you find yourself needing a flowchart to manage your nurture, you’ve probably gone too far.
What to ignore:
Fancy branching logic that nobody understands. If you can’t explain it to a new hire in five minutes, it’s too much.
9. Measure What Matters (and Ditch What Doesn’t)
At the end of the day, you need to know if your efforts are actually driving pipeline.
Focus on: - Pipeline from target accounts: Are these accounts turning into opportunities? - Sales feedback: Are reps having better conversations? Are account lists getting shorter, not longer? - Iterate based on results: Don’t be afraid to kill underperforming campaigns.
What to ignore:
Any metric you can’t tie directly to sales outcomes. “Brand lift” is nice, but closed-won pays the bills.
Keep It Simple, Iterate Quickly
You don’t need to master every feature in N.rich to get real results. Start with a tight list, segment smartly, keep your campaigns straightforward, and always work with sales. Don’t buy into the hype—real ABM is about focus and follow-through, not shiny dashboards. Keep it simple, review what’s working, and don’t be afraid to scrap what doesn’t. That’s how you actually move the needle.