Account based marketing (ABM) can be a goldmine—or a money pit. If you’re tired of spray-and-pray campaigns and want to actually connect with the right accounts, this guide is for you. Whether you’re new to Konnecto or just want to get more out of your subscription, you’ll find practical steps, a few caveats, and zero fluff.
Step 1: Know What Konnecto Actually Does (and Doesn’t)
Let’s clear something up: Konnecto isn’t a magic wand. It won’t hand you a list of ready-to-buy accounts or close deals for you. What it does is surface actionable insights about your target accounts’ online journeys—where they research, where they drop off, and what gets their attention.
What works: - Identifying real signals of buying intent, not just pageviews or email opens. - Showing competitor interactions—helpful if you want to know who you’re really up against. - Mapping the messy, multi-touch journeys buyers actually take (not just what your CRM says).
What to ignore: - Hype around “AI-driven predictions” that promise you’ll never miss a deal. Take those with a huge grain of salt. - Overly broad “opportunity” lists. The more specific, the better.
Step 2: Set Up Your Ideal Account List—Don’t Wing It
Before you even log in, get clear on who you’re targeting. If you upload a vague list, you’ll get vague results.
How to do it right: - Nail down your ideal customer profile (ICP). Think industry, company size, geography, tech stack—whatever matters to you. - Start small. Upload a focused list of 50-200 accounts. Quality beats quantity. - Make sure your data is clean. A misspelled company name or wrong domain will mess up your insights.
Pro tip: If you’re not sure who fits your ICP, don’t guess. Review your last 10 closed-won deals and look for common traits. Use that as your starting point.
Step 3: Connect Your Data—But Don’t Overcomplicate It
Konnecto can pull from your CRM, marketing automation, and other tools. This is helpful, but only if you keep things simple.
What you should connect: - CRM (Salesforce, HubSpot, etc.)—for account and contact info. - Web analytics (Google Analytics, etc.)—for tracking account activity.
What you can skip (for now): - Every random data source you’ve got. Stick to essentials until you’re seeing value. - Overly complex workflows or custom fields. They can break and muddy your data.
Heads up: The more you connect, the more setup and troubleshooting you’ll have. If you’re a small team, start with basics. You can always add more later.
Step 4: Actually Use the Insights—Don’t Just Watch the Dashboard
There’s a temptation to treat Konnecto like a fancy reporting tool. Don’t. The real value is in the “so what?”—what you actually do with the data.
What to look for: - Which accounts are researching your competitors (and where). - What content or channels get your target accounts to engage. - Where prospects drop off in their journey.
How to take action: - Share competitor insights with your sales team. It gives them talking points that are actually relevant. - Double down on channels where high-value accounts are active. If your best-fit accounts live on LinkedIn and ignore Twitter, act accordingly. - Fix bottlenecks. If accounts drop off after visiting a certain page, figure out why and patch the leak.
Don’t bother: With vanity metrics. If an account reads your blog but never progresses, it’s just noise.
Step 5: Align Sales and Marketing—No, Really
This is where most ABM efforts fizzle out. Sales and marketing stare at the same dashboard, but no one changes what they do.
How to fix it: - Set up a regular (weekly or bi-weekly) meeting to review Konnecto insights together. - Pick 2-3 target accounts per cycle and agree on next actions: personalized outreach, targeted ads, custom content, whatever fits. - Document what you try, what works, and what flops. Don’t just play “guess and check.”
Pro tip: Salespeople won’t use fancy tools unless they see clear value. Bring them concrete info (e.g., “Account X is checking out Competitor Y’s pricing page”) and watch their interest spike.
Step 6: Personalize Outreach—But Don’t Get Creepy
ABM is about relevance, not stalker-level targeting. Use Konnecto insights to tailor your approach, not overwhelm your prospects.
Personalization that works: - Reference a recent trend you spotted (“Noticed you’re exploring X—here’s what we’ve seen work for others in your space.”) - Offer resources that actually solve the pain points you’ve identified.
What to avoid: - Overly specific “We saw you on this page at 2:13pm” messaging. That’s just weird. - Generic outreach that ignores the data you have. Feels like a wasted opportunity.
Step 7: Track What Changes—And Don’t Chase Shiny Features
It’s easy to get distracted by new features or dashboards. What matters is whether your efforts actually move the needle.
How to keep it real: - Set a baseline: What’s your current engagement or conversion rate with target accounts? - After a month, compare. Are more accounts moving to sales conversations? Are deals closing faster? - Adjust based on results, not gut feel.
Ignore: The pressure to use every bell and whistle. If a feature doesn’t help your workflow, skip it.
Step 8: Iterate and Simplify
No ABM program is perfect out of the gate. The trick is to keep what works and dump the rest.
How to do it: - Every month, review what insights are actually helping you take action. - Drop reports or steps that just create busywork. - Ask your team: “What’s making your job easier? What’s just noise?”
What Konnecto Can’t Do (and What to Watch Out For)
Let’s be honest—no tool solves everything. Here’s what to keep in mind: - Garbage in, garbage out. If your target account list is weak, so will your insights be. - No magic bullet. Konnecto surfaces signals, but you still need strategy and follow-through. - Pricing. If you’re a small business, make sure you’re using enough features to justify the spend.
Pro tip: Don’t be afraid to ask for help. Konnecto’s support is decent, but sometimes the best advice comes from other users who’ve been in the trenches.
Keep It Simple and Keep Going
The best ABM teams don’t overthink things—they focus, execute, and refine. Use Konnecto to cut through the noise, not add to it. Start with a tight list, act on real insights, and skip the hype.
ABM is a marathon, not a sprint. Keep your process simple, don’t chase every new feature, and remember: the best tool is the one that helps your team actually take action.