If you’re tired of “ABM best practices” that sound like they were written by a robot who’s never sent an email, you’re in the right place. This guide is for marketers, sales leads, and anyone who’s actually running account based marketing (ABM) campaigns and wants them to work better—without drowning in dashboards or buzzwords.
We’ll walk through using Ubique Live to make real improvements to your ABM, skip the stuff that doesn’t move the needle, and get honest about what you should focus on.
The Real State of ABM (And Why Most People Hate It)
Let’s get one thing out of the way: ABM can work, but most companies make it way too complicated. Endless spreadsheets, unclear ICPs (ideal customer profiles), and sales/marketing “alignment” meetings that don’t actually help. The result? Generic campaigns that barely move the needle.
The promise of tools like Ubique Live isn’t magic—it’s about making the right things easier, so you can actually do ABM instead of just talking about it.
Whether you’re just starting out or you’ve been burned by ABM hype before, here’s how to get real results.
Step 1: Get Ruthlessly Clear on Who Actually Matters
Before you touch any software, get specific about your target accounts. Not “mid-market SaaS companies in North America”—actual names of companies, with real people you want to reach.
What works: - Start small. A list of 25–50 accounts is plenty at first. - Use data you already have: Closed-won deals, active pipeline, companies where your product is a natural fit. - Don’t obsess over “fit” scores from some AI—you probably know your best accounts better than any tool.
What to ignore: - Don’t build a list based purely on firmographics (size, industry, etc.) and hope it’ll work. - Skip the temptation to target everyone. Narrow is better.
Pro tip: If you can’t name at least one decision-maker for each account, your list is too vague.
Step 2: Use Ubique Live to Map Stakeholders and Find Real People
Here’s where Ubique Live actually pulls its weight. The platform lets you dig into your target accounts and surface people who matter—think decision-makers, influencers, and those who actually sign contracts.
How to do it: - Upload your account list into Ubique Live. - Use the tool’s account mapping features to find key contacts (not just their job titles, but what they’ve actually done—like attending your webinars or engaging on LinkedIn). - Tag and segment contacts by role, buying power, and engagement level.
What works: - Prioritize accounts where you have multiple contacts or warm intros. - Track which contacts are ghosting you versus those who actually engage.
What to ignore: - Don’t waste time trying to get 100% coverage in every account. Focus on the ones that are already showing signs of life.
Step 3: Build Playbooks That Don’t Suck
You’ve got your accounts and contacts. Now, actually do something with them.
Most ABM playbooks are just overgrown email sequences. With Ubique Live, you can go further by coordinating outreach across channels—email, LinkedIn, events, whatever works for your buyers.
How to set it up: - Use Ubique Live’s playbook builder to map out simple, multi-touch campaigns. - Example: Email → LinkedIn message → Personalized content share → Invite to a small event. - Assign owners: Who’s sending what, and when? - Automate what should be automated (reminders, follow-ups), but keep personalization for the moments that matter.
What works: - Personalize the first touch. Reference something specific about the company or person. - Use real-world triggers: Someone visited your pricing page? That’s your signal—not just waiting two weeks and sending a “just checking in” email.
What to ignore: - Don’t copy-paste generic templates for everyone. People can spot “personalized” spam from a mile away. - Skip the endless nurture drips that never get a response.
Step 4: Track Engagement That Matters (Not Just Vanity Metrics)
It’s easy to get blinded by “engagement”—opens, clicks, and so on. But if you’re not moving conversations forward with the right people, it doesn’t matter.
How to use Ubique Live here: - Set up dashboards to track account-level engagement, not just individual clicks. - Follow signals like: - Multiple contacts from the same account engaging - Decision-makers responding or asking questions - Movement down the funnel (not just activity)
What works: - Use Ubique Live’s alerts to flag when an account crosses a key threshold (e.g., three people from the same company attend a webinar). - Share these insights with sales—in plain English. “Hey, Acme Corp just had two directors download the whitepaper. Worth a call?”
What to ignore: - Don’t get lost in the weeds of every data point. You care about progress, not just activity. - Ignore “engagement scores” if you don’t know what actually goes into them.
Step 5: Sync Up With Sales—But Don’t Wait for Perfection
The biggest ABM failure point? When sales and marketing aren’t on the same page. Ubique Live can help by making the handoff clearer, but you still have to talk to each other.
How to do this: - Set up shared views in Ubique Live so everyone sees account progress. - Agree on real signals for when to pass an account to sales (not just “they clicked an email once”). - Decide who owns follow-up and when.
What works: - Weekly (short!) check-ins on accounts in play. Skip the big meetings—just focus on what’s moving and what’s stuck. - Use Ubique Live’s activity logs to keep everyone honest and avoid finger-pointing.
What to ignore: - Don’t wait until you have a “perfect” process. Start simple, and tweak it as you go. - Skip the endless alignment meetings. Get in, get out, get back to work.
Step 6: Rinse, Review, and Ruthlessly Cut What Doesn’t Work
ABM isn’t “set and forget.” The best teams are always tweaking—dropping what’s not performing, doubling down on what is.
Use Ubique Live’s reporting to: - Spot which accounts are moving and which are stalled. - See which channels or messages are actually landing. - Get honest about where you’re wasting time.
What works: - Every month (or even more often), prune your target list. If an account hasn’t engaged in weeks, move on. - Try new plays, but don’t run ten at once. Test, measure, repeat.
What to ignore: - Don’t obsess over attribution models. If you’re getting meetings with the right people, you’re doing it right. - Ignore the pressure to make every campaign “multi-channel” just because it sounds sophisticated. Do what works for your buyers.
Honest Takes and Gotchas
A few things to keep in mind as you use Ubique Live for ABM:
- It won’t make bad lists good. If your target accounts aren’t a fit, no tool will save you.
- It can’t fix sales/marketing silos by itself. You still have to talk to people.
- Automation is a double-edged sword. Use it to save time, but don’t let it strip all the human out of your outreach.
- Don’t buy into “AI-powered” everything. Ubique Live has some smart features, but you still need to know your accounts better than any algorithm.
Keep It Simple, Iterate Fast
ABM works when you stop overcomplicating it. Start with a short list, use tools like Ubique Live to get real signals, and focus on what actually moves your accounts closer to buying. Don’t fall for shiny feature hype—just get the basics right, tweak as you go, and you’ll outperform most of your competition.
Now, get back to work. The next great customer isn’t going to find themselves.