If you run account based marketing (ABM) campaigns, you already know the pain: scattered data, slow handoffs, teams tripping over each other. Everyone says “alignment” like it’s a magic word, but the day-to-day is messy. This guide is for marketers who want to actually fix that—using Roinnovation, but without the hype or hand-waving.
Here’s how to use Roinnovation features to cut the busywork and make your ABM workflows a lot less painful.
Step 1: Get Your Account List Organized (Don’t Skip This)
Before you do anything fancy, you need a clean, agreed-upon target account list. Roinnovation can help—but only if you start with real alignment between sales and marketing.
- Reality check: If your account list is a moving target, no tool will save you.
- Pro tip: Do one last audit in a spreadsheet. Get sales and marketing to sign off, even if it takes a day.
How Roinnovation Helps: - Import your account list directly, mapping fields like owner, industry, and stage. - Automatically flag duplicates or missing data during import—saves you headaches later.
What to skip: Don’t bother with fancy segmentation in Roinnovation until your base data is solid. Garbage in, garbage out.
Step 2: Map Stakeholders and Buying Teams, Not Just Contacts
You can’t do real ABM if you treat every contact the same. Roinnovation’s relationship mapping lets you track who actually matters at each account.
Here’s what works: - Use Roinnovation’s visual org charts to lay out who’s involved in decisions. - Tag contacts with roles like “champion,” “blocker,” or “budget holder.” - Add notes on recent interactions—keep it brief, just enough to jog your memory.
What doesn’t: - Don’t waste time adding every contact at a company. Stick to the buying team and key influencers. - Skip tracking “influence scores” unless you have a real reason—they’re often just guesswork.
Pro tip: Have sales and marketing both update these maps. No tool replaces talking to your reps.
Step 3: Build Playbooks for Repeatable Actions (But Keep Them Simple)
ABM is full of recurring tasks: send intro emails, schedule demos, follow up after events. Roinnovation lets you build and share playbooks, so you don’t reinvent the wheel every time.
How to use it: - Start with one or two high-impact plays—like onboarding a new account or handling a stalled deal. - Use Roinnovation’s templates, but customize them to your actual process. Ignore anything that feels like filler. - Assign owners and deadlines right in the system—no more lost tasks.
What to ignore: - Don’t create a playbook for every little thing. Over-complicating just adds noise. - Avoid “best practice” templates unless they fit your team. Your sales cycle is unique.
Pro tip: Review playbooks every quarter. Kill what people don’t use.
Step 4: Automate (Some) Outreach Without Sounding Like a Robot
Personalization is key in ABM, but you don’t have time to hand-craft every message. Roinnovation’s automation features can help—if you use them wisely.
What works: - Use dynamic fields to personalize emails (company name, pain points, etc.). - Set up triggers for real actions—like following up after a webinar, not just “checking in.” - Schedule reminders for sales to send manual notes when it matters.
What doesn’t: - Don’t blast the same email to your whole account list. It’s lazy and obvious. - Skip automated “Just bumping this up in your inbox” emails. No one likes those.
Pro tip: Write a handful of truly good templates, then let sales tweak as needed.
Step 5: Centralize Content and References (So No One Has to Ask, “Where’s That Case Study?”)
Nothing kills momentum like hunting for the right asset. Roinnovation’s content management features mean you can store decks, case studies, and reference materials in one spot.
How to set it up: - Upload your best-performing content—don’t dump everything in there. - Tag assets by industry, persona, and use-case for easy filtering. - Track which pieces get used and actually move deals forward.
What to avoid: - Don’t use Roinnovation as a dumping ground for every PDF you’ve ever made. - Skip uploading outdated or generic content—clutter kills adoption.
Pro tip: Set up alerts for when a new asset is uploaded, so the team knows what’s available.
Step 6: Use Real-Time Collaboration (But Don’t Overcomplicate It)
ABM requires sales, marketing, and even customer success to actually work together. Roinnovation’s collaboration tools—comments, task assignments, and shared timelines—keep everyone on the same page.
Here’s what to do: - Use account workspaces to keep notes, tasks, and key docs in one place. - Assign ownership for next steps—nothing falls through the cracks. - Comment directly on accounts or contacts instead of sending endless Slack messages.
What to skip: - Don’t try to replace all of your team communication with Roinnovation. It’s for account work, not every random conversation. - Avoid endless tagging or @mentions—keep it focused.
Pro tip: Use a weekly standup to quickly review account workspaces. No more status update meetings.
Step 7: Track What Matters (And Ignore Vanity Metrics)
You can drown in ABM data. Roinnovation gives dashboards and reports—but stick to what actually drives results.
What to track: - Account engagement: Are key contacts opening, replying, showing up to meetings? - Stage progression: Are accounts moving forward, or getting stuck? - Content usage: Which assets actually get used in deals?
What to ignore: - Don’t waste time on “impressions” or email open rates—they rarely correlate with real progress. - Skip tracking every possible metric. Focus on a handful that tie to pipeline movement.
Pro tip: Review reports with both sales and marketing. If nobody changes behavior based on a metric, kill it.
What Works, What Doesn’t, and the Honest Truth
- What works: Roinnovation (roinnovation.html) is great for keeping everyone organized and on the same page—if you set it up to match your real process, not some consultant’s slide deck.
- What doesn’t: No tool will fix broken alignment or bad data. Also, don’t expect magic from “AI-powered insights”—use your judgment.
- What to ignore: Ignore buzzword features you don’t need. The basics—account lists, playbooks, and content management—are what actually save time.
Keep It Simple, Adjust as You Go
Streamlining ABM isn’t about fancy tools—it’s about removing friction so your team can focus on what matters. Use Roinnovation to cut out the busywork, but don’t over-engineer things. Start with the basics, watch how your team uses the features, and tweak as you go. Keep it simple, stay skeptical, and you’ll get real results—without the usual ABM headaches.