How to set up account based marketing campaigns using Visualvisitor data

You want to run account based marketing (ABM) campaigns, but you’re tired of fluffy guides and “ultimate frameworks” that never get to the point. You’ve got Visualvisitor, or you’re considering it, and you need to know: how do you actually use its data to do real ABM—not just send more emails into the void? This guide is for B2B marketers and sales folks who want practical steps, not hand-waving.

Let’s get into it.

Step 1: Understand What Visualvisitor Actually Gives You

Before you dive in, let’s get clear on what Visualvisitor is—and what it isn’t.

What it does: - Identifies companies visiting your website, even if they don’t fill out a form. - Gives you company info (name, size, industry), visit behavior, and sometimes contact details for employees. - Integrates with common CRMs and marketing tools.

What it doesn’t do: - It’s not a magic identity machine. You won’t get everyone’s email. Some visitors can’t be identified, especially with privacy changes. - Data accuracy is decent, but not perfect. Some company matches will be off, and contact info can be outdated.

Bottom line: Treat Visualvisitor as a tool to surface likely accounts showing interest. Don’t treat the data as gospel—always double-check before acting.

Step 2: Get Your Visualvisitor Data Flowing

If you haven’t yet, set up Visualvisitor on your website. This usually means:

  • Adding their tracking script to your site.
  • Connecting your CRM (like HubSpot, Salesforce, etc.).
  • Testing that visits are showing up in your Visualvisitor dashboard.

Pro tip: Do a few test visits from your own company or network to see how the data comes through. Notice what info is (and isn’t) captured.

Reality check: If your site doesn’t get much traffic, you won’t get much data. Visualvisitor shines with a steady flow of B2B visitors—not with a handful of hits a week.

Step 3: Define Your Target Accounts

Don’t just start blasting every company that visits. ABM only works if you’re focused.

Here’s how to get specific:

  1. Build an Ideal Customer Profile (ICP):
  2. Company size, industry, geography.
  3. Tech stack, revenue, pain points.
  4. Create a “target account” list.
  5. Start with your sales team’s wish list, closed-won deals, or high-fit prospects.
  6. Use Visualvisitor’s filters (company size, industry, etc.) to match visitors against your list.

Why bother? You don’t want to waste time on companies that will never buy. ABM is about quality, not quantity.

Step 4: Set Up Data Alerts (and Actually Use Them)

Visualvisitor can send you alerts when target accounts hit your site. This is where most teams drop the ball—they set up alerts, get excited, then ignore them.

Make alerts useful: - Only set alerts for accounts that really matter. Otherwise, you’ll tune them out. - Route alerts to the right people: sales for “hot” accounts, marketing for earlier stage. - Decide what counts as a valuable visit (e.g., multiple pages, product pages, pricing).

Pro tip: Don’t overwhelm your team with noise. Start with a handful of high-priority accounts and expand from there.

Step 5: Enrich and Validate the Data

Raw company names aren’t enough. Before you act, add more context:

  • Check LinkedIn and company websites to verify details and find key contacts.
  • Use tools like Apollo, ZoomInfo, or LinkedIn Sales Navigator for up-to-date contact info.
  • Note company news, funding, or recent hires—these can be great hooks.

What to ignore: Don’t bother chasing every single contact Visualvisitor spits out. Focus on decision-makers, influencers, and relevant roles.

Step 6: Plan Your ABM Outreach—Don’t Skip the Human Touch

Here’s where most ABM projects devolve into spam. Resist the urge.

Good outreach = - Personalized, relevant, and short. - Refers to the specific interest or behavior (e.g., “Noticed your team checked out our pricing page”). - Multi-channel (email, LinkedIn, sometimes phone).

Bad outreach = - “Hi, I saw someone from your company visited our site. Want a demo?” - Generic templates blasted to every contact.

What works: - Reference the actual pages visited or pain points. - Use timing: reach out soon after the visit, not weeks later. - Stay human—no over-automation. A little personalization gets noticed.

Step 7: Align Sales and Marketing (Without Endless Meetings)

ABM works best when sales and marketing aren’t fighting over leads or who gets credit.

Keep it simple: - Decide who owns follow-up for each account type. - Share key visit data in your CRM—don’t keep it in a silo. - Run bi-weekly check-ins (quick, not long meetings) to review what’s working.

Pitfall: Don’t get hung up on attribution models or dashboards. Focus on real conversations and moving deals forward.

Step 8: Build Simple ABM Campaigns—Start Small

You don’t need a 20-step nurture sequence. Start with:

  • 1:1 emails to high-value accounts referencing their visit.
  • Retargeting ads to companies that visited but didn’t convert (if your ad platform supports company targeting).
  • Direct mail or gifts for a handful of top-tier accounts—if it fits your budget and culture.

Pro tip: Test one campaign at a time. See what actually gets responses before scaling up.

Step 9: Track What Matters (And Ignore Vanity Metrics)

It’s easy to get lost in click rates and open rates. For ABM, focus on:

  • Meetings booked with target accounts.
  • Progression of deals with accounts that visited your site.
  • Feedback from sales on lead quality.

Don’t obsess over impressions or generic MQL numbers. ABM is about moving key accounts forward, not generating thousands of random leads.

Step 10: Review, Adjust, and Don’t Overcomplicate

Every quarter (or even monthly), look at:

  • Which accounts are responding?
  • Which outreach is landing?
  • Are you chasing dead-end accounts?

Drop what’s not working. Double down on what is. And don’t get distracted by the latest ABM buzzword—stick to what gets you real conversations.

A Few Honest Takes

  • Visualvisitor’s data is helpful, but not magic. Treat it as one signal, not the final answer.
  • ABM is a long game. Don’t expect instant wins. It takes persistence and smart follow-up.
  • Quality beats quantity. You’re better off with five engaged accounts than fifty ignored emails.

Remember, the best ABM campaigns are simple, focused, and relentlessly practical. Don’t get sucked into overengineering your process or chasing shiny objects. Start with clear goals, use your Visualvisitor data wisely, and iterate as you learn. Keep it human, and keep it moving.