Account based marketing (ABM) sounds fancy, but if you sell to businesses, it just means picking a list of companies you actually want as customers—then going after them with a plan. No more “spray and pray.” The trick is staying organized, personal, and persistent without losing your mind (or annoying everyone).
If you’re reading this, you already know the basics of B2B sales. You want to actually do ABM, not just read another LinkedIn post about it. This guide walks through how to use BetterContact to pull it off—without wasting hours fiddling with settings or chasing features you’ll never use.
Let’s get practical.
Step 1: Nail Down Your Target Account List
ABM starts with picking the right companies. Don’t overthink it. Start with:
- Your top 20–50 dream clients (be realistic)
- Companies that look like your best current customers
- Firms showing signals (hiring, funding, new leadership) that they might actually buy
Pro tip: If you’re just starting, keep your list tight. You can always expand later.
How BetterContact helps: Import a list of accounts directly, or build one using filters in BetterContact’s company database. Don’t get distracted by “scoring” or “AI suggestions” unless you’ve got real data to feed it—your gut, plus a little research, is usually better at first.
Step 2: Map the Buying Committee (a.k.a. Find the Right People)
ABM isn’t just about companies—it’s about the people making decisions and those who can block you. Usually, you need to get past more than one person.
- Sales hates chasing ghosts. Find the real influencers and decision-makers.
- Use LinkedIn, company websites, and BetterContact’s contact search to pull names, roles, and emails.
- Organize each account with 3–7 contacts: at least one decision-maker (VP/Director), one influencer (end user, champion), and sometimes procurement or IT.
In BetterContact: For each account, add contacts to the account record. Tag who’s who—don’t rely on job titles alone. “Operations Manager” could mean anything.
Skip: Don’t waste energy on everyone with a company email. Focus on the people who can actually move a deal forward—or kill it.
Step 3: Build Simple, Personalized Outreach (Not Spam)
This is where most ABM fizzles. The point is to be relevant, not robotic.
- Write outreach templates that sound like you. Use plain language and make it about their business, not your pitch.
- Personalize: Reference something specific (a recent product launch, a quote from their CEO, new funding, etc.).
- Don’t do “Hi {{FirstName}}, I see you’re in {{Industry}}…”—that’s easy to spot and easy to ignore.
In BetterContact: Use sequences to set up 3–5 touchpoints (email, LinkedIn message, maybe a call if you’re brave). Personalize the first email manually for each contact—yes, it takes time, but it works better than blasting everyone the same thing.
What to ignore: Fancy “AI copy” tools that promise to write perfect emails. Most sound generic at best, or spammy at worst.
Step 4: Track Engagement and Actually Follow Up
The biggest ABM fail? Sending a few emails, then moving on. Deals die because follow-up falls apart.
- Use BetterContact’s tracking to see who’s opening, clicking, or replying.
- Set reminders or tasks in BetterContact for “next step”—don’t trust your memory.
- Keep notes on each interaction. If someone says “try next quarter,” write it down and snooze them. You’ll look more professional and less forgetful.
Pro tip: Don’t just rely on “open rates.” If they never reply, try a different channel (LinkedIn, phone, intro from a mutual connection). Persistence beats cleverness.
Step 5: Collaborate With Your Team (If You Have One)
Even if you’re a solo rep now, you’ll eventually need to loop in marketing, customer success, or a technical person.
- Use BetterContact to share account notes and activity history, so everyone’s on the same page.
- Assign tasks or hand off warm accounts if you’re overloaded.
- Keep all your account communication in one place—no more hunting through emails or spreadsheets.
Skip: Don’t bother with endless “alignment meetings.” Good notes and clear ownership in your CRM are usually enough.
Step 6: Review Results, Adjust, Repeat
ABM isn’t “set it and forget it.” You’ll make mistakes. Accounts will ghost you. Some will move faster than you expected.
- Every month, review which accounts are moving and which are stuck.
- Look at your outreach stats—are you getting replies? Are you booking meetings?
- Drop dead-weight accounts and replace them with fresh ones.
- Update your messaging if it’s not landing. Ask for feedback from prospects who say no—you’ll be surprised what you hear.
In BetterContact: Use reports to spot patterns, but don’t obsess over dashboards. The goal is more conversations with real buyers, not perfect metrics.
What Works—and What’s Just Hype
What actually works: - Keeping your target list short and focused - Personal, specific outreach (even if it means fewer emails) - Consistent, tracked follow-up - Honest notes about what’s working and what isn’t
What doesn’t: - Overcomplicating your process with too many tools or integrations - Relying on templates or automation to “scale” before you have basic traction - Chasing vanity metrics (opens, views) instead of booked meetings and deals
Ignore (for now): - ABM “platforms” that cost more than your annual quota - AI “intent data” unless you have a real budget and dedicated ops people
BetterContact is built to help you actually do the work—don’t get distracted by shiny features you’ll never use.
Keep It Simple and Iterate
ABM isn’t magic. It’s just sales with a bit more focus and a lot fewer distractions. Start with a tight list, keep your outreach human, follow up like you mean it, and review what’s working every month. If you use BetterContact to stay organized and on top of your accounts, you’ll already be ahead of most teams.
Don’t wait for perfect. Start small, keep it real, and improve as you go. That’s the whole game.