If you’re sick of spraying generic emails into the void and hoping someone bites, you’re probably looking into account-based marketing (ABM). Good. ABM actually works—when you’re focused and you’ve got the right tools. This guide is for B2B marketers, sales teams, and founders who want to use 2xconnect to run targeted ABM campaigns that go beyond the usual noise. If you want hand-wavy “strategic alignment” talk, look elsewhere. This is about making 2xconnect do real work for your campaigns.
Why Account-Based Marketing (ABM) Actually Matters
Let’s be real: most B2B marketing is wasted on people who’ll never buy. ABM flips that on its head. Instead of pushing out content or ads to the world, you pick your most valuable accounts and go after them—hard, but smart.
The catch? ABM isn’t magic. You need tight targeting, relevant messaging, and actual coordination between marketing and sales (yes, really). That’s where platforms like 2xconnect come in—if you use them right.
Step 1: Get Clear on Your Target Accounts
Before you even log into 2xconnect, you need to know who you’re chasing.
- Start with your best customers. Who pays you the most, renews every year, or refers others?
- Look for patterns. Industry, company size, tech stack, geography—what do your best-fit accounts have in common?
- Build your list. Use your CRM, LinkedIn, or even just a spreadsheet.
Pro tip: Don’t get greedy. Chasing 500 accounts with a team of 2 is a recipe for burnout and wasted effort. Start with 20-50 accounts you actually have the bandwidth to pursue.
Step 2: Set Up Your 2xconnect Workspace
Alright, now you can fire up 2xconnect.
- Create a new campaign or workspace. Name it after your target segment (e.g., “SaaS Mid-Market 2024”).
- Import your account list. Most people just upload a CSV. Double-check column headers so you don’t end up with “Company Name” as a contact.
- Map key fields. Make sure company, website, main contact(s), and status are all mapped. If you can tag accounts (e.g., “Top 10”), do it now.
- Set user permissions. If you’re working with sales or SDRs, make sure everyone’s got access—but don’t overthink roles unless you’re a big team.
What to ignore: 2xconnect will offer a dozen integrations and “advanced” options during setup. Unless you need them, skip these at first. Get the basics working before you add complexity.
Step 3: Enrich Your Account Data
This is where 2xconnect earns its keep.
- Run enrichment. Use 2xconnect’s built-in tools to pull in info like company size, tech used, recent news, and key decision makers.
- Fill in the blanks. If crucial data is missing (like direct emails or LinkedIn URLs), use the built-in enrichment or connect a third-party tool.
- Prioritize contacts. Don’t just grab every name. Focus on economic buyers, champions, and decision makers.
Honest take: Data enrichment is never perfect. Always double-check before you launch outreach. If you rely solely on automated data, you’ll end up emailing interns and info@ addresses.
Step 4: Build Targeted Messaging and Content
This is where most ABM campaigns fall flat. Don’t just copy-paste your generic sales deck.
- Segment your accounts. Maybe you’ve got banks, SaaS, and manufacturers—don’t send them the same intro.
- Draft relevant outreach. Use what you learned in enrichment to mention specifics (“Saw you just raised Series B…”).
- Create lightweight assets. Think one-pagers tailored to each segment, not a 50-slide deck.
- Store assets in 2xconnect. If the platform lets you attach or link assets to each account, do it. Saves time and keeps everyone on the same page.
What to skip: Don’t waste hours making “personalized” videos unless you’re chasing a mega-account. Most prospects just want to know if you can solve their problem.
Step 5: Launch Multi-Channel Outreach (Without the Spam)
2xconnect is built for coordinated outreach—not just mass emailing.
- Set up sequences. Use email, LinkedIn, and (if it fits your audience) phone or direct mail.
- Personalize, but don’t paralyze. A few lines tailored to the company and contact go further than fake “Hi [First Name]!” mail merges.
- Coordinate with sales. Assign owners in 2xconnect. Make it clear who’s doing what—no duplicate messages.
- Track engagement. Watch open rates, replies, website visits, and meetings booked inside 2xconnect.
Reality check: Multi-channel works—but only if you’re not annoying. If you’re bombarding people with daily messages, you’ll get blocked.
Step 6: Monitor Progress and Double Down on What’s Working
ABM is all about focus and iteration.
- Check your dashboard. 2xconnect gives you reporting on what’s getting opens, replies, and meetings. Use it.
- Tag engaged accounts. Move them to a “hot” list for extra attention.
- Meet weekly. Sales and marketing should do a quick sync to share what’s working and what’s not.
- Adjust fast. If a sequence flops, kill it. If a certain subject line gets replies, use it more.
Ignore: Vanity metrics. Who cares if 90% opened your email if nobody replied? Focus on meetings booked and deals progressed.
Step 7: Tighten the Feedback Loop
The real power of 2xconnect isn’t just in outreach—it’s in keeping everyone on the same page.
- Log every touch. Make sure calls, emails, and notes are logged in 2xconnect, not just in someone’s notebook.
- Share learnings. If a contact says “not now, but next quarter,” tag it and set a reminder.
- Don’t be afraid to drop accounts. Not every target is worth endless effort. If they’re cold after a solid try, move on.
What 2xconnect Does Well (and What It Doesn’t)
The good: - Makes it easy to organize and track account outreach. - Cuts down on messy spreadsheets and lost context. - Built-in enrichment saves time.
The not-so-good: - Data is only as good as what you put in (and what it can pull). - Advanced features can be overkill if you’re running a small campaign. - Integrations are hit-or-miss—don’t expect plug-and-play magic with every tool.
Pro Tips and Common Pitfalls
- Start simple. Fancy workflows won’t save a bad list or weak messaging.
- Use tags and notes religiously. It’s easy to lose track once you scale past 30 accounts.
- Don’t get sucked into “AI recommendations.” They’re fine for inspiration, but real personalization beats AI-generated fluff every time.
- Keep sales and marketing talking. Most ABM problems are people problems, not tool problems.
Wrapping Up: Simple Wins, Complicated Fails
You don’t need a 50-step process to run effective ABM campaigns. With 2xconnect, focus on the basics: know your accounts, get clean data, send relevant messages, and keep everyone in the loop. Skip the shiny features until the basics are working. Iterate, track what’s working, and don’t be afraid to cut what isn’t.
ABM isn’t about being everywhere—it’s about being in the right place with the right message. Keep it simple. Keep it real. And don’t let the tool run you.