If you’re running B2B marketing and your budget is under a microscope, you can’t afford to just “spray and pray.” Account Based Marketing (ABM) should be about focus, not fluff—especially if you’re using a platform like Unifygtm. But let’s be honest: most teams don’t need more dashboards; they need a process that actually helps close deals with the right companies. This guide is for marketers and sales folks who want to make Unifygtm actually work for ABM, without the hand-waving or endless “strategy sessions.”
1. Start With the Right Accounts (And Ignore the Rest)
ABM lives or dies on your account list. It’s tempting to go big—“let’s target every SaaS company with over 100 employees!”—but that’s how you end up wasting money and annoying your sales team.
Here’s what actually works:
- Work with sales. If your sales team rolls their eyes at your target list, you’re dead in the water. Sit down and agree on the list together.
- Use real criteria. Revenue, tech stack, hiring patterns, competitor usage—Unifygtm can pull all sorts of data, but don’t get fancy unless you have proof it matters.
- Tighten, then tighten again. Start with fewer than 100 accounts if you can. Quality beats quantity, every time.
What to ignore: Fancy “AI account scoring” features unless you’ve validated they match your best deals. Most AI is just a black box—don’t outsource your gut.
2. Map Contacts — Don’t Just Buy Lists
You can’t market to a company—you market to people. Unifygtm will let you import contacts and map them to accounts, but more data isn’t always better.
Do this instead:
- Identify key roles. Who actually makes the decisions? (Hint: It’s rarely just the CMO or CTO.)
- Build out buying committees. Multiple contacts per account is the goal, but don’t waste money on everyone with a VP title.
- Validate emails and LinkedIn. Garbage in, garbage out. Clean your contact data before you upload it.
Pro tip: Avoid the urge to “fill the database.” Focus on a handful of real humans who can actually move a deal forward.
3. Set Up Tracking (But Don’t Drown in Data)
Unifygtm’s tracking features are solid, but most teams set up everything and then look at nothing. The trick is to only track what you’ll actually use.
Three must-haves:
- Account engagement: Who’s visiting your site, reading emails, or attending webinars? Set up alerts for accounts, not just leads.
- Stage-based triggers: Set notifications for when an account hits key milestones (e.g., books a call, downloads a comparison sheet).
- Attribution (with a grain of salt): Use Unifygtm’s attribution models as a rough guide, not gospel. B2B deals are messy—don’t expect perfect tracking.
What doesn’t work: Obsessing over every click or minor interaction. You’ll waste time “analyzing” instead of acting.
4. Personalize Outreach—But Only Where It Matters
Everyone says “personalization at scale.” The truth? Most “personalized” campaigns are just mail merges with a company name. Here’s how to avoid that trap in Unifygtm:
- Build a few strong playbooks. Don’t try to write 50 different email sequences. Make 2-3 really good ones for your top personas or verticals.
- Use dynamic content (sparingly). Unifygtm lets you swap out sections based on account data. Use this for relevant case studies, not just “Hi, {First Name}.”
- Coordinate with sales. If marketing and sales are sending wildly different messages, you’ll confuse prospects. Sync your content calendars.
Skip: Automated LinkedIn spam. It’s a fast way to get blocked or reported.
5. Align With Sales—Or Nothing Gets Done
You can build the slickest campaign in Unifygtm, but if sales ignores your leads, it’s all for nothing.
- Share context, not just leads. Use Unifygtm’s CRM integrations to push over why an account is hot—recent activity, key personas engaged, etc.
- Set clear handoff rules. Agree on what “ready for sales” actually means (e.g., two contacts engaged, demo request, etc.).
- Regular check-ins. Not just quarterly “QBRs.” Weekly 15-minute huddles keep everyone honest.
Pro tip: If sales keeps ignoring your ABM leads, ask them why. The answer is usually “these aren’t the right accounts” or “they’re not ready”—fix the real problem.
6. Test, Measure, Repeat (But Don’t Chase Vanity Metrics)
Unifygtm throws off a ton of data. It’s easy to get stuck reporting “engagement” while missing the bigger picture.
What actually matters:
- Meetings booked per target account.
- Pipeline created from ABM accounts.
- Deals closed from the ABM list.
Ignore open rates, click rates, or “impressions” unless you can tie them to real pipeline movement.
How to iterate:
- Run campaigns in 4-6 week sprints. Don’t wait months to see what’s broken.
- Kill what isn’t working—fast. If a sequence flops after 2 weeks, move on.
- Share results with the team, not just leadership. The people doing the work need to know what’s landing.
7. Avoid Common Pitfalls
Even with a tool like Unifygtm, it’s easy to get tripped up by the same traps:
- Trying to automate everything. Some things—like a thoughtful email or a well-timed call—just can’t be faked.
- Letting the tool drive your process. Unifygtm is flexible, but don’t get sucked into “doing things their way” if it doesn’t fit your sales cycle.
- Chasing the new shiny feature. Stick to what moves deals forward. Ignore the bells and whistles until you’ve nailed the basics.
A quick gut check: If your ABM process feels complicated, it probably is. Simplify.
Summary: Keep It Simple, Iterate Fast
You don’t need a perfect ABM strategy or every Unifygtm feature enabled. Start with a tight list, focus on real people, and measure what matters. Talk to your sales team, run a few focused campaigns, and fix what’s broken. The best results come from doing the basics really well—then improving one thing at a time. Don’t overthink it.