Setting up account based marketing workflows in Getsignals

If you’re responsible for B2B marketing and tired of chasing “leads” that never pan out, account based marketing (ABM) is probably on your radar. But making ABM work in the real world—without drowning in manual work or vendor hype—takes more than a fancy vision deck. You need real workflows, real signals, and a tool that doesn’t make you want to pull your hair out.

This guide is for marketers, sales ops folks, or anyone rolling up their sleeves to actually set up ABM workflows in Getsignals. No magic bullets, but you’ll get a clear, honest walkthrough of what to do, what to skip, and how to avoid some common traps.

What You Need Before You Start

Let’s not waste your time. Here’s what you should have in place before diving into setup:

  • A list of target accounts. Don’t overthink it. Start with 20-100 companies you actually care about.
  • Access to Getsignals. If you’re not set up, get your account and basic tracking installed.
  • Sales and marketing alignment (enough to talk to each other). You don’t need a task force, but at least agree on who owns what.
  • A CRM or MAP you’re already using. Getsignals works much better if you can push data to your CRM or marketing automation platform.

If you’re missing any of these, stop here and sort it out first.

Step 1: Upload and Sync Your Target Accounts

There’s a reason every ABM guide harps on “target account lists”—it’s the backbone of everything else.

How to do it in Getsignals:

  1. Prepare your list. You’ll need company names and domains at minimum. The more data (industry, revenue, owner), the better.
  2. Upload to Getsignals. Use their CSV importer or connect directly to your CRM if you want to sync automatically.
  3. Double-check domain matching. This is not the time for typos. If the domain is off, none of the tracking will work. Fix any mismatches now.

Pro tip: Don’t obsess over perfect segmentation yet. Start broad, see what works, and refine over time.

Step 2: Set Up Account Identification & Tracking

Here’s where Getsignals actually starts to earn its keep. The platform is only as good as its data, so make sure you’re tracking visits from your target accounts.

What to do:

  • Install the Getsignals tracking script. This should be on every web property you care about (website, landing pages, etc.).
  • Test with a known IP. Visit your site from a company on your target list and check if the visit shows up in Getsignals.
  • Configure reverse IP lookup. This is how Getsignals figures out which company is visiting. It’s not 100% perfect—expect to miss some, especially if people are remote or using VPNs.

Reality check: You’ll never get 100% identification. If you’re seeing 5-20% match rates, that’s normal. Don’t waste days chasing ghosts.

Step 3: Build Basic Account Signals and Scoring

Now, you want to separate the tire-kickers from the real buyers. Getsignals lets you build “signals” based on account activity.

Here’s what actually works:

  • Visits to key pages (like pricing, product, or demo pages)
  • Repeat visits in a short window (e.g., 3+ sessions in a week)
  • Form submissions from target accounts
  • High-value behaviors (downloading a whitepaper, attending a webinar, etc.)

How to do it:

  1. Create signal rules in Getsignals. For example: “If account visits the pricing page 2+ times in 7 days, tag as ‘high intent.’”
  2. Set up scoring. Assign points or tags to these behaviors. Don’t overcomplicate—three to five signals is plenty to start.

Ignore: Vanity signals like “viewed blog post” or “clicked homepage.” Focus on actions that actually predict buying.

Step 4: Push Signals to Your Sales and Marketing Tools

If all your juicy intent data stays locked in Getsignals, it’s just another dashboard you’ll ignore. The whole point is getting insights to the people who can act.

Integrate with:

  • CRM (Salesforce, HubSpot, etc.): Push account activity, signal tags, and scores so reps can see them.
  • Marketing Automation (Marketo, Pardot, etc.): Trigger nurture campaigns or alert workflows based on account actions.
  • Slack or Email Alerts: For small teams, even a “hot account” Slack ping can be gold.

How to do it:

  1. Use Getsignals’ native integrations or set up webhooks.
  2. Test the flow. Make sure when a test account triggers a signal, the right alert or update happens in your CRM or inbox.
  3. Don’t flood your team. Limit alerts to real buying signals, or people will start ignoring them.

Pro tip: Start with just one or two workflows—like “alert the account owner when a target hits the demo page.” Add more later if it’s actually useful.

Step 5: Enable Sales to Take Action (and Actually Use the Data)

This is where most ABM projects fall apart. Sales gets a flood of “hot account” signals, ignores them, or never changes their outreach. Don’t let this be you.

What works:

  • Simple, actionable alerts. “Acme Corp just hit the pricing page twice this week.”
  • Context, not just noise. Give reps a quick view of what the account did (“visited demo page, downloaded guide”) so they’re not flying blind.
  • Feedback loop. Ask sales which signals are actually useful—and kill the ones that aren’t.

What to avoid:

  • Forcing new, complex workflows.
  • Making reps log into yet another tool to find insights.
  • Overwhelming people with daily alerts.

Quick win: Have a weekly Slack or email roundup of “top engaged accounts” with a line or two about what they did. It’s low effort and keeps ABM top of mind.

Step 6: Iterate and Optimize (Don’t Set and Forget)

ABM is never “done.” Your first signals and workflows will be rough—and that’s fine. The key is to keep it simple, see what works, and change fast.

How to approach it:

  • Review your signal performance monthly. Are you getting false positives? Are reps ignoring alerts? Tweak the rules.
  • Add or remove signals as you learn. Maybe “visited careers page” isn’t as hot as you thought. Drop it.
  • Refine your target list. Accounts not engaging? Swap them out. Better to go deep on a few than spray and pray.
  • Talk to sales. If they aren’t acting on the data, ask why. It’s usually a clue to fix your workflow, not theirs.

Ignore: Vendor promises of “AI-powered engagement scoring” unless you see actual results. Most of the value is in the basics done well.

Common Pitfalls (And How to Dodge Them)

  • Chasing perfect data: You’ll never identify every account. Good enough is good enough.
  • Overengineering signals: More rules ≠ better results. Focus on a few high-quality signals.
  • Ignoring the sales team: If they don’t see value, your fancy workflow is dead on arrival.
  • Measuring the wrong things: Track meetings booked and pipeline created, not just “engaged accounts.”

Keep It Simple and Iterate

You don’t need a sprawling ABM infrastructure to start seeing results. Set up the basics in Getsignals, get real signals in front of your team, and watch how people respond. When in doubt, cut complexity, talk to sales, and keep tweaking. The most effective ABM teams aren’t the ones with the flashiest dashboards—they’re the ones that act fast, learn, and improve.

Now get going. Your future pipeline will thank you.