If you're tired of spraying marketing emails everywhere and hoping something sticks, you're in the right place. This guide is for marketers and sales folks who want to actually reach real decision-makers. Not with mass-blasted spam or vague "personalization," but with targeted, account-based marketing (ABM) that stands a chance. We’ll walk through how to do this in Nlpearl without getting lost in a maze of features or ABM buzzwords.
What Is Account Based Marketing, Really?
Let’s clear this up first. Account Based Marketing isn’t magic—it’s just focusing your outreach on named companies (accounts) that actually matter to your business. Instead of casting a wide net, you’re spearfishing. Done right, it means less wasted effort and more conversations with the people who care.
ABM sounds fancy, but at its core, it’s about: - Picking a list of companies you genuinely want as customers. - Finding the right contacts inside those companies. - Sending messages that speak to their actual situation (not just “Hi, {FirstName}!”). - Tracking what works and adjusting as you go.
You don’t need a 10-person operations team or a stack of overpriced software to do this. Nlpearl can handle the basics—if you set it up right.
Step 1: Nail Down Your Target Account List
Before you log into any tool, get clear on who you’re after. This is where most ABM projects go sideways—people target too many companies, or the wrong ones.
How to get it right: - Start small. 25–50 accounts is plenty to begin with. You can always add more later. - Be picky. Choose companies that match your ideal customer profile (ICP)—industry, size, geography, whatever matters for you. - Use what you know. Ask your sales team, check your best customers, or use LinkedIn Sales Navigator to build your list. - Document it somewhere. Even a Google Sheet works.
Pro tip: If you’re starting from scratch, don’t let perfect be the enemy of good. A decent list you can act on is better than a “perfect” list you never build.
Step 2: Get Your Contacts in Order
All the targeting in the world means nothing if you’re emailing the wrong people.
Here’s what matters: - Find real decision-makers. Who actually signs off on deals? (Hint: It’s not always the CEO.) - Multiple contacts per account. Don’t put all your eggs in one basket; deals can fizzle if your only contact leaves. - Double-check emails. Outdated or guessed emails will kill your deliverability.
How to source contacts: - LinkedIn, company websites, and tools like Apollo or ZoomInfo. - If you’re tight on budget, try Hunter.io or good old-fashioned research.
Once you have your contacts, import them into Nlpearl. Make sure to map data fields correctly (name, company, title, email, etc.). Nlpearl isn’t magical here—it just needs clean, accurate data to work.
Step 3: Set Up Your Accounts and Contacts in Nlpearl
Time to get into the tool. Nlpearl is straightforward, but here’s what you need to know to avoid headaches:
- Create a new ABM campaign.
- In Nlpearl, hit “New Campaign” and select the ABM or targeted outreach option.
- Upload your account list.
- Most folks upload a CSV. Make sure your columns match what Nlpearl expects (company name, website, etc.).
- Import contacts and link them to accounts.
- If your file has both account and contact info, great. If not, you’ll need to link contacts to accounts manually or with a mapping tool inside Nlpearl.
What doesn’t work: Uploading a jumble of unrelated contacts or companies and hoping Nlpearl will organize it for you. It won’t.
Pro tip: Spot-check a few records after upload. If anything looks off, fix it now. It’s a pain to untangle later.
Step 4: Build Outreach Sequences That Don’t Suck
This is where most ABM goes off the rails—sending the same tired message to every account.
What actually works: - Customize by segment. You don’t have to write 50 unique emails, but at least group companies by industry or pain point and tailor your messaging. - Cut the fluff. Get to the point. Why should this account care? What’s in it for them? - Mix up your channels. Nlpearl lets you do email, LinkedIn, sometimes even phone steps. Use what’s appropriate for your audience.
In Nlpearl: 1. Create sequences. Map out your touches—email 1, LinkedIn connect, follow-up, etc. 2. Use variables wisely. Personalize with company name, first name, something actually relevant. Don’t overdo it with “custom” fields that just look awkward. 3. Set delays that make sense. No one likes to get three emails in 24 hours.
What to ignore: Over-automated “personalization” features that just clutter your message. If it doesn’t make it more relevant, skip it.
Step 5: Launch the Campaign (But Don’t Set and Forget)
With your sequences set, review everything—especially sender info and test emails.
- Test a sample. Send a few emails to yourself or a teammate. Check for formatting errors, weird variables, or broken links.
- Double-check sending limits. Nlpearl will warn you if you’re about to blast too many emails at once, but play it safe.
- Go live. Start your campaign, but keep an eye on the first sends.
Pro tip: Don’t just hit “go” and walk away. The first week will tell you if your targeting and messaging are actually landing.
Step 6: Track What’s Working (and Ruthlessly Cut What’s Not)
Nlpearl gives you open rates, reply rates, and basic engagement metrics. Here’s how to keep it useful:
- Look for real replies. Don’t obsess over open rates—they’re noisy and unreliable.
- Check by account, not just contact. Are you getting engagement from target companies, or just a random person?
- Tweak your approach. If you’re getting ignored, change subject lines or try a new channel (LinkedIn, phone, etc.).
- Pause or remove dead accounts. If no one responds after a few touches, stop harassing them. Focus on warmer accounts.
What to ignore: Vanity metrics like “impressions” or “clicks” unless they’re clearly tied to real interest.
Step 7: Iterate—Don’t Overthink
The first version of your ABM campaign won’t be perfect. That’s fine. The wins come from small tweaks and learning as you go.
- Review results every week.
- Update your target list as you learn who’s biting.
- Share feedback with sales. If they close a deal, figure out what worked and double down on it.
Pro tip: ABM is a marathon, not a sprint. Don’t let perfect be the enemy of good.
Wrapping Up: Keep It Simple, Keep It Real
Setting up account based marketing in Nlpearl isn’t rocket science—but it does take discipline. Start with a tight list, clean data, and honest messaging. Don’t chase every new feature or overcomplicate your workflow. Focus on sending useful messages to the right people, track what works, and keep improving bit by bit.
And remember: most “ABM best practices” are just common sense dressed up in jargon. Stick to the basics, iterate, and you’ll be ahead of most folks out there. Good luck!