If you’re reading this, you’re probably tired of tossing marketing messages into the void and hoping the right companies notice. Account based marketing (ABM) flips that script: you pick the companies you want, and go after them directly.
But here’s the rub—ABM sounds straightforward, but it’s easy to get lost in the weeds (or the hype). This guide is for marketers and revenue teams who want to actually set up and run ABM strategies in Provarity, without getting buried in theory or features you’ll never use.
Let’s get into the nuts and bolts.
Step 1: Get Your ABM Foundations Right
Before you even open Provarity, get clear on your why and who. ABM is only as good as your list and your message.
What to do: - Pick your target accounts. Don’t just upload your whole CRM. Start with 20–50 companies that fit your ideal customer profile (ICP). If you can’t say why you want to go after a company, leave it off. - Map out buying roles. Who are the decision makers, blockers, and champions at these companies? Write them down. (Really. Don’t wing it.) - Define what “success” looks like. Is it a meeting? A demo? A signed contract? Be specific.
Pro tip: Don’t let sales reps talk you into adding every whale they dream about. Stick to what you can actually work.
Step 2: Set Up Your Target Account List in Provarity
Once you’ve got your list, it’s time to put it into Provarity. Their ABM features revolve around account lists, so don’t skip this.
How to do it: 1. Log in to Provarity and head to the “Accounts” section. 2. Create a new account list. Name it something obvious, like “Q3 Target Accounts.” 3. Import your companies. You can usually import via CSV, or sync directly from your CRM. Double-check your columns—bad data here will haunt you later. 4. Add account details. Fill in things like industry, company size, and relevant notes. The more context, the better.
What works: Keeping lists small and focused. Large, messy lists just dilute your efforts.
What to skip: Don’t bother with scoring models or predictive AI suggestions in Provarity until you have some real data—manual selection usually beats “magic” for small- to mid-sized ABM programs.
Step 3: Map Contacts and Stakeholders
ABM isn’t just blasting a company—it’s about reaching the right people inside that company. Provarity lets you map contacts to accounts, but it’s only as good as your info.
How to do it: - Associate contacts with each account. Pull in names, titles, emails, and LinkedIn URLs if you have them. - Label roles. Mark who’s a decision maker, influencer, or gatekeeper. This helps with segmenting later. - Note gaps. If you’re missing key roles, flag them for research.
Pro tip: Don’t waste cycles tracking down every possible contact at first. Focus on 2–3 roles that actually matter for your deal.
Step 4: Build Segmented Campaigns
Now you know who you’re targeting. Time to build campaigns around them. This is where Provarity’s ABM campaign tools come in.
How to do it: 1. Go to the Campaigns section. 2. Create a new campaign, and choose your target account list. 3. Segment by buying role or vertical. Run separate messaging for, say, IT leaders vs. finance. 4. Set up your outreach channels. Provarity supports email, LinkedIn, and sometimes direct mail (if you’re fancy). Sync what you actually plan to use.
What works: Personalization at the account level—not just “Hi
What to ignore: Don’t use every channel just because Provarity offers it. If your buyers don’t respond to LinkedIn, skip it.
Step 5: Launch and Monitor Activity
You’ve done the prep. Now you’re ready to launch—and, more importantly, to see what’s actually happening.
How to do it: - Schedule your campaign. Don’t blast everyone at once. Stagger outreach for more control. - Monitor account activity. Provarity tracks opens, clicks, replies, and (sometimes) website visits. Focus on engagement at the account level, not just contacts. - Use alerts for sales handoff. Set up notifications for when an account hits a certain threshold (e.g., multiple contacts engaging).
What works: Tight feedback loops with sales. When you see real engagement, get sales involved fast.
What to ignore: Vanity metrics. 500 opens from interns mean nothing if the decision maker never replies.
Step 6: Report, Learn, and Iterate
ABM isn’t “set it and forget it.” You’ll need to tweak as you go. Provarity’s reporting is decent, but don’t expect miracles.
How to do it: - Review account-level engagement. Are you seeing progress with your top targets, or just noise? - Look for stuck accounts. If nothing’s happening, dig into why—maybe your message is off, or you’re talking to the wrong person. - Meet with sales regularly. Get their take on which accounts are moving, which aren’t, and what you should change. - Adjust your list and messaging. Drop dead weight. Double down on what’s working.
What works: Ruthless focus. Don’t be afraid to cut accounts that go cold.
What to skip: Don’t spend hours in Provarity dashboards. Focus on the few metrics that actually tell you if you’re winning: meetings, demos, deals.
Pitfalls and Honest Takes
A few real-world lessons from folks who’ve done this the hard way:
- More tools ≠ better ABM. Provarity is solid, but it won’t fix a bad list or weak message.
- Don’t let the tech drive your strategy. Use Provarity to support what you already know about your buyers.
- Beware “AI” features. They’re usually just basic scoring or recycled intent data. Trust, but verify.
- Avoid feature sprawl. Stick to the basics—accounts, contacts, campaigns, reporting—until you actually need more.
Keep It Simple and Keep Moving
ABM done well is about focus, not flash. If you keep your lists tight, your message sharp, and your process honest, Provarity can help you run a solid ABM program. Don’t chase silver bullets or endless automation—just get started, see what works, and adjust as you go. The best ABM teams learn fast and keep things practical. You’ve got this.