If you’re running B2B marketing, you’ve probably heard how Account Based Marketing (ABM) is supposed to solve all your problems. Truth is, ABM can be powerful—but only if it’s actually organized and actionable, not just another shiny object. This guide is for marketers and salespeople who want to make ABM workflows less of a mess and more of a machine. We'll talk real talk about what works, how to use Ring to keep things moving, and what you can safely ignore.
Why Bother Optimizing ABM Workflows?
Let’s keep it honest: most ABM setups look good in theory but fall apart in the real world. Data is scattered, communication is spotty, and nobody’s sure who’s doing what. You end up spinning your wheels, chasing “personalization” that never lands. If you actually want to grow big accounts, you need a workflow that’s:
- Organized (no more spreadsheets from hell)
- Transparent (sales and marketing aren’t duplicating efforts)
- Repeatable (so you’re not reinventing the wheel for every account)
That’s where workflow tools like Ring come in. They can help—if you use them smartly.
Step 1: Get Your ABM Foundation Straight
Before you even touch a tool, you need clarity on a few basics. ABM isn’t magic—it’s just focused marketing and sales. Here’s what you can’t skip:
- Define your target accounts. Not “everyone in SaaS.” Get specific. Pull a list from your CRM of 20-100 companies that actually look like your best customers.
- Map the buying committee. At each company, figure out who matters (decision-makers, blockers, champions). LinkedIn and your CRM help here.
- Agree on what counts as engagement. Is it an email reply? A demo? Downloading a whitepaper? Write it down—and make sure sales and marketing agree.
Pro tip: Don’t get stuck in “analysis paralysis.” You can always refine your list. The key is to start with some focus.
Step 2: Map Out Your ABM Workflow—On Paper First
It’s tempting to jump into a tool and start clicking. Resist. Sketch out your ideal process first:
- How do you hand off leads from marketing to sales?
- Who’s responsible for follow-ups?
- What triggers a new step (e.g., someone opens an email, requests a demo, goes dark)?
- Where does each piece of data live?
Grab a whiteboard or just a Google Doc and map it out. You want a clear path from first outreach to closed deal, with as few black holes as possible.
What to ignore: Fancy “AI scoring” or over-engineered processes. If your team can’t follow it, it won’t matter.
Step 3: Bring Your Workflow Into Ring
Now that you’ve got a process, let’s talk about why Ring is useful. In plain English: it brings your ABM workflow and communications into one place, so people actually stay in sync.
Setting Up Your ABM Pipeline in Ring
- Create a board for each ABM campaign or segment.
- Example: “Top 50 SaaS Accounts Q2”
- Set up columns for each stage of your workflow.
- “Research,” “Initial Outreach,” “Engaged,” “Demo Booked,” “Negotiation,” “Closed Won/Lost”
- Add accounts as cards.
- Each card = one target company.
- Attach contact info, notes, and relevant docs right to the card.
Assign and Automate
- Assign owners to each account card (sales, marketing, or both).
- Set reminders for follow-ups—no more “I thought you emailed them?” confusion.
- Use checklists for each step. Example: “Have we connected with the CTO? Has legal approved messaging?”
Ring isn’t magic—it just makes ABM work less like herding cats.
Watch out: Don’t overcomplicate your boards. If it takes 10 clicks to move an account, people will stop using it.
Step 4: Make Communication Frictionless
Most ABM fails because of crossed wires between marketing, sales, and sometimes even customer success. Ring helps, but only if you actually use it for real conversations—not just status updates.
- Use comments on account cards for real-time updates. “Had a call with Jane, she’s interested but needs pricing details.”
- @Mention teammates when you need help or handoffs. Keeps things out of messy email threads.
- Pin key documents (like pitch decks, contracts) directly to the account. No more digging through Slack or Google Drive.
What doesn’t work: Treating Ring like a reporting tool only. If people just fill it out for the boss, your workflow will rot.
Step 5: Track What Matters—And Ignore Vanity Metrics
ABM is famous for making people chase “engagement” that doesn’t actually move the needle. Focus on signals that tie to revenue:
- Number of meaningful conversations (not just opens or clicks)
- Meetings booked with actual decision-makers
- Pipeline created (real, forecastable deals)
- Deals closed (the whole point)
Set up views or dashboards in Ring to track these. Don’t waste cycles on pretty charts about “awareness” unless you can link it to actual sales activity.
Pro tip: Review these numbers as a team, not just in marketing’s corner. Sales needs to own them too.
Step 6: Tighten Up Your Feedback Loops
The best ABM teams adjust fast. If an email sequence bombs or a target account ghosts you, don’t wait for a quarterly review:
- Use Ring’s history to see what’s working and what isn’t—right down to the account level.
- Set up quick retros every two weeks: What accounts moved? What stalled? Why?
- Tweak your workflow as you go. Maybe you need a new outreach step, or your demo pitch is wrong for this segment.
Don’t overthink “optimization”—it’s about fixing what’s actually broken, not chasing the latest tactic.
Common Pitfalls (And How to Dodge Them)
Some ABM “best practices” are mostly noise. Here’s what to skip:
- Over-engineering everything. If your workflow needs a PhD to understand, it won’t last.
- Chasing personalization for its own sake. You don’t need a different PDF for every contact. Focus on relevance, not just custom tokens.
- Forgetting about sales. If sales isn’t bought in, ABM dies. Bring them into workflow planning from day one.
- Letting tools dictate your process. Ring should fit your workflow, not the other way around. Customize as needed—but don’t obsess over every feature.
Real Talk: What Actually Moves the Needle
You’ll see a lot of hype around ABM tech, but here’s the honest truth: Tools like Ring help by making your workflow visible and organized. That’s it. The magic comes from:
- Tight focus on the right accounts
- Fast, clear handoffs between marketing and sales
- Actually following up (more than once)
- Ruthlessly simplifying—if a step doesn’t add real value, cut it
Everything else is window dressing.
Wrapping Up: Keep It Simple, Iterate Often
If you take one thing from this guide, let it be this: Don’t overcomplicate ABM. Get a workflow that everyone can follow, set it up in Ring, and make adjustments as you go. Ignore the noise, focus on what moves accounts, and keep talking to your team. That’s how you actually get B2B results—no magic, just good process and a tool that stays out of your way.