If you’re running account-based marketing (ABM) campaigns and can’t say for sure which companies are actually engaging with your site, you’re not alone. Most so-called “ABM analytics” are either vague, full of wishful thinking, or just plain hard to act on. This post is for marketers and sales teams who want to cut through the noise and see real, company-level results from their ABM programs—without spending their whole week fiddling with tools.
Below, I’ll walk you through how to use Visitorinsites (a B2B website visitor identification tool that actually tells you which companies visited your site) to track and improve your ABM campaigns. I’ll cover the steps that matter, the pitfalls to avoid, and a few quick wins to help you get real answers—fast.
Step 1: Get Visitorinsites Set Up (Don’t Overthink It)
First things first: you need accurate company-level data, not just anonymous traffic. That’s where Visitorinsites actually delivers—unlike a lot of “intent” tools that sell you on signals but show nothing useful.
Here’s what you need to do:
- Sign up and install the tracking script. Visitorinsites gives you a snippet of code. Add it to your site’s header—same way you’d install Google Analytics.
- Verify it’s working. Visit your own site from your office IP (or have a coworker do it) and check the dashboard. You should see your company name pop up within a few minutes.
- Connect your CRM (optional but smart). If you want to match website visits to specific accounts, integrate with your CRM. Visitorinsites offers connectors for common tools like HubSpot and Salesforce, but don’t sweat this step if you’re just getting started.
Pro tip: Don’t get hung up on fancy integrations up front. The basic data—“Company X visited my campaign landing page”—is where the real value is.
Step 2: Define Your Target Account List (Seriously, Write It Down)
ABM lives or dies on focus. Before you pull any reports, make sure you’re clear about who you’re targeting. Visitorinsites is only as useful as the account list you care about.
What works:
- Import a list of target companies. Most ABM platforms let you export your account list as a CSV. Visitorinsites can usually map these names to its tracking.
- Tag or segment your accounts. If you’ve got different campaigns for different industries or regions, tag them. This helps you see which campaigns are driving actual visits from the right companies.
What doesn’t:
- Chasing vanity metrics. Total visits are pointless if they’re not from accounts that matter.
- Getting lost in the weeds. Don’t try to track every company under the sun—stick to a manageable number.
Step 3: Build ABM Landing Pages and UTM Tracking
Don’t send everyone to your homepage. Dedicated landing pages for each campaign—or even each account tier—make it much easier to see what’s working.
Here’s how to keep it actionable:
- Create unique landing pages or URLs for each ABM campaign. Use clear naming conventions so you know what’s what.
- Add UTM parameters for channel/source. This lets you see if LinkedIn, email, or display ads are actually driving the visits.
- Map campaigns to your target list in Visitorinsites. When a company from your list hits a landing page, you’ll see it in the dashboard.
Pro tip: Don’t go overboard on personalization unless you have the bandwidth. Even a basic “/solutions/finance-ABM” page can tell you a lot.
Step 4: Monitor Company Visits—Not Just Clicks
Here’s where most ABM reporting falls apart: they show you clicks and impressions, but not which companies actually landed on your site. Visitorinsites flips that on its head.
What to look for:
- See which target accounts visited, when, and how often. The dashboard will show visits by company name, number of sessions, and what pages they viewed.
- Track engagement by account tier. Are your Tier 1 accounts actually showing up? Or is all your traffic coming from random companies?
- Identify anonymous engagement. Sometimes, you’ll see companies that aren’t on your target list but look like potential fits. Flag these for sales to review.
What to ignore:
- Obsession over “intent” scores. Focus on real visits—not fuzzy intent signals.
- Counting every pageview. A single visit from a C-level at your target account is more valuable than 50 generic visits.
Step 5: Tie Visits to Pipeline (Yes, It’s Possible)
Getting visits is nice. Tying those visits to actual sales activity is where the magic happens.
How to connect the dots:
- Push visit data to your CRM. If you’ve set up the integration, Visitorinsites can log account visits directly to company records. Sales can see which accounts are “warming up” even before they fill out a form.
- Alert sales to high-value activity. If a target account hits your pricing page twice in a week, that’s a strong trigger for outreach.
- Track campaign influence. When deals close, look back: did the account visit your ABM pages? Which campaigns drove the most real engagement?
Honest take: Attribution will never be perfect. But “Company A visited our ABM page three times last month” is a lot more actionable than “someone clicked an ad.”
Step 6: Report What Matters (And Ignore the Rest)
Here’s where a lot of teams go astray: they drown in reports that sound impressive, but don’t actually help you make decisions.
Keep it simple:
- Weekly snapshot: Which target accounts visited, and what did they do?
- Campaign comparison: Which ABM campaigns brought in the most target account visits?
- Sales enablement: Which accounts are heating up and should be prioritized for outreach?
Skip this stuff:
- Raw traffic numbers. They’re mostly noise.
- Unqualified leads. If it’s not a target account, don’t waste time.
Pro tip: Share the short version with sales. “Here are the five accounts you care about that hit our site this week” is gold. Nobody wants a 20-page slide deck.
Step 7: Iterate—Don’t Try to “Set and Forget”
No ABM campaign works perfectly out of the gate. The good news is, with Visitorinsites’ real company-level data, you can see what’s working and adjust fast.
How to keep improving:
- Review every two weeks. Are your best accounts engaging? If not, try a different offer or channel.
- Test new messaging. Use your landing pages as testing grounds—see what actually gets visits from the right companies.
- Loop in sales. The best feedback often comes from the front lines. Ask which accounts are ready for outreach, and which need more nurturing.
Honest take: Most ABM tools promise “insights.” Visitorinsites is useful because it shows you facts.
What to Watch Out For (So You Don’t Waste Time)
Even the best tools have blind spots. Here’s what to keep in mind:
- Not every visit will be identified. Some companies hide their IPs, use VPNs, or browse from home. Don’t expect 100% match rates.
- Data quality can vary. A few false positives are normal. Treat the data as a strong signal, not gospel.
- Don’t obsess over small differences. Focus on big trends—are more target accounts visiting after your campaign push?
Keep It Simple—And Keep Moving
Tracking ABM campaign performance doesn’t need to be a headache. With Visitorinsites, you get clear, company-level visibility that actually helps sales and marketing work together. Start with the basics, pay attention to real account visits, and don’t get lost in the weeds.
Iterate on your campaigns, report what matters, and skip the fluff. You’ll get better results—and probably save yourself a lot of pointless meetings.