Account based marketing (ABM) is everywhere, but let’s be honest—most teams get lost in the weeds or overcomplicate things. If you want to run focused B2B campaigns that actually reach the right companies, you need a plan, good data, and a tool that doesn’t get in your way. This guide is for marketers, SDRs, or anyone tasked with building ABM campaigns and wants a no-nonsense walkthrough using Cognism. No fluff, just practical steps.
Step 1: Get Clear on Your Target Accounts
Before you even log in to Cognism, you need a tight list. ABM isn’t about blasting thousands of contacts—you’re picking a set of companies that really matter.
Do this first: - Work with sales to agree on your ideal customer profile (ICP). Think: industry, company size, tech stack, region, pain points. - Get a list of target accounts from sales, or build one together. Ten to fifty companies is plenty for most teams starting out. - Don’t overthink it—if your list is huge, you’re not really doing ABM.
Pro tip:
If your sales team is just handing you a spreadsheet of random logos, push back. Make sure everyone’s clear on what “good fit” actually means.
Step 2: Set Up Your Account Lists in Cognism
Now, open up Cognism and let’s get those accounts organized.
- Import or create your account list:
- If you have a CSV or spreadsheet, upload it directly into Cognism’s Accounts section.
- Prefer to build it inside Cognism? Use their filters (industry, location, employee count, etc.) to search for companies that match your ICP. Save these as a dynamic account list.
- Tag and name your lists:
Give each list a clear name (e.g. “US SaaS ABM Q2”) so you don’t lose track later. - Double-check for duplicates and irrelevant companies—nothing kills a campaign like sending outreach to the wrong business.
What to ignore:
Cognism has a bunch of extra segmentation options. Stick to the basics at first: company firmographics, maybe technographics if you sell software.
Step 3: Find the Right People at Each Account
ABM isn’t just about companies—it’s about the decision makers inside them. Here’s where Cognism’s database actually shines.
- Use Cognism to search for contacts within your target accounts. Filter by:
- Job title (e.g. Head of Marketing, CTO)
- Department (e.g. IT, Finance)
- Seniority (e.g. Director, VP+)
- Export or save these contacts into a dedicated campaign list. Keep it tight—1-3 contacts per account is plenty to start.
- Check for email/phone accuracy. Cognism’s data is good, but not perfect. Spot check a few records, especially for higher-value accounts.
Pro tip:
Don’t just grab everyone with “Manager” in their title. Think about who actually buys your product, or who influences that decision.
Step 4: Segment and Prioritize Your Accounts
Not all accounts are created equal. Some will be more likely to buy, or have more potential value.
- Score or tier your accounts:
Rank them A/B/C, or 1/2/3 based on fit and intent. Focus your best effort on the “A” tier. - Look for buying signals:
If you have access to intent data in Cognism, use it. Accounts showing recent hiring, funding, or tech adoption are more likely to be ready for outreach. - Decide on your approach:
For top-tier accounts, you might want to do more personalized tactics (custom emails, LinkedIn messages, maybe even direct mail).
What to ignore:
Don’t waste hours fussing over scoring formulas. A simple high/medium/low system works fine for most teams.
Step 5: Build Your Outreach Campaigns
Here’s where most ABM falls apart. People either send generic spam, or spend days crafting “personalized” emails that never get sent. You need a repeatable process.
- Draft your core messaging:
- Base it on the challenges and goals of your ICP.
- Make it specific to each account segment or industry.
- Use snippets or tokens in Cognism’s outreach tools to auto-fill company/contact names.
- Set up your sequences:
- Use Cognism’s email and phone outreach features, or integrate with your CRM/marketing automation.
- Mix up channels: email, phone, LinkedIn.
- Plan for 3–5 touchpoints over 2–3 weeks.
- Personalize where it matters:
- For your highest-value accounts, add a line or two referencing something unique (a recent news item, their tech stack, etc.).
- For the rest, don’t kill yourself—keep it relevant, but scalable.
Pro tip:
Don’t let perfectionism stall you out. A good message sent today beats a “perfect” one that never goes out.
Step 6: Launch, Track, and Tweak
You’ve got your lists and sequences—now it’s time to launch.
- Start small:
Pick 10–20 accounts for your first real run. See what lands. - Track key metrics:
- Open rates and reply rates (but don’t obsess)
- Meetings booked
- Pipeline generated
- Use Cognism’s reporting:
The built-in dashboards are fine for basic tracking. If you need deeper analysis, export to your CRM or a spreadsheet. - Tweak, don’t overhaul:
If something’s not working, adjust your messaging or target accounts. Don’t scrap the whole thing after two weeks.
What to ignore:
Don’t chase vanity metrics like LinkedIn views or email opens if nobody’s replying or booking calls.
Step 7: Keep Sales in the Loop (and Vice Versa)
ABM is a team sport. If marketing and sales aren’t talking, you’re wasting your time.
- Share your account lists and contact info with sales.
- Set up regular check-ins—quick chats, not endless meetings.
- Get feedback:
Are the contacts good? Are the conversations happening? Is marketing creating real pipeline? - Adjust your lists and messaging based on real feedback—not just what looks good in a dashboard.
Pro tip:
If sales ignores your ABM accounts, ask why. Sometimes you’re not as aligned as you think.
What Actually Works (and What Doesn’t)
Works: - Tight, focused account lists (not 500 “maybe”s) - Simple, clear messaging tied to real pains - Sales and marketing actually talking
Doesn’t work: - Sending generic campaigns to “named accounts” and calling it ABM - Overengineering scoring models - Obsessing over every data point in Cognism—start with the basics
Wrapping Up: Keep It Simple, Iterate Fast
ABM in Cognism isn’t magic, but it’s a solid way to focus your effort on the right companies—if you keep it simple. Start with a handful of accounts, get your process down, and improve as you go. Don’t get distracted by every new feature or “best practice.” Just do the work, talk to sales, and get smarter with each campaign. That’s how you actually win with ABM.