If you’re reading this, you’re likely tired of vague “ABM best practices” and just want to run account-based marketing campaigns that actually work. Maybe you’re new to Bitscale, or maybe you tried an ABM tool before and wound up with a spreadsheet, a headache, and nothing to show for it. This guide is for marketers and sales teams who want clear steps—not hype—to get started with Bitscale and see real results.
Let’s break it down, step by step, with zero fluff.
Step 1: Get Clear on What ABM Means for You
Before you even log in to Bitscale, figure out what “account-based marketing” actually means for your team. Ignore the generic diagrams—ABM is just focusing on specific companies (accounts) instead of blasting everyone.
Start here: - Who are your dream customers? List real company names, not just “mid-sized SaaS companies.” - What does success look like? Is it booked demos, signed contracts, or just getting replies? - Who needs to be involved? Sales? Marketing? Both? Get buy-in now or you’ll be chasing people later.
Pro tip: Don’t overthink it. Pick 10-20 companies to start. You can always expand once you’ve worked out the kinks.
Step 2: Set Up Your Bitscale Account and Integrations
Bitscale isn’t magic out of the box—you’ll need to plug in your data and tools.
Here’s what actually matters: - Sign up and log in. Pretty obvious, but don’t skip the onboarding—it’ll save you time. - Integrate your CRM. Bitscale works best if it can talk to Salesforce, HubSpot, or whatever you’re using. If you skip this, you’ll end up with double data entry. Trust me, it’s a pain. - Connect your email and calendar. This lets Bitscale track outreach and meetings automatically. - Import your account list. Start with your top accounts from Step 1. CSV import works fine.
What to ignore: Fancy integrations you aren’t ready to use. Start with the basics. Integrate more later if you need them—don’t get stuck in setup hell.
Step 3: Build Your Target Account List (For Real)
Bitscale calls this an “Account List,” but don’t just dump in every company you’ve ever heard of.
How to do it right: - Upload your hand-picked accounts. Quality beats quantity. - Add key contacts. Find the actual decision-makers—LinkedIn is your friend here. - Segment smartly. Use tags or segments in Bitscale (like “Healthcare” or “Renewals Q3”) so you can run focused campaigns later.
Honest take: If your list is too big, you’ll just end up sending generic spam. Keep it small and personal.
Step 4: Map Out Your Messaging and Plays
You can’t automate your way out of bad messaging. Take a beat to plan what you’ll actually say.
What works: - Personalized outreach beats templates. Use details about the company and person—Bitscale can pull in firmographics, but you still have to think. - Coordinate with sales. Don’t send marketing emails to someone sales is already calling. Bitscale’s “engagement timeline” helps, but only if you pay attention. - Draft your “plays.” In Bitscale, a play is a set of actions (emails, calls, LinkedIn touches, etc.). Map out a simple sequence for each segment.
What to skip: Overly complex, multi-channel drips if you’re just getting started. Nail the basics first.
Step 5: Build and Launch Your Campaign
Now for the fun (and slightly nerve-wracking) part—setting up your first campaign.
Inside Bitscale: 1. Create a new campaign. Name it clearly—“Q3 Expansion Targets” beats “Campaign 7.” 2. Select your account list. Use the segments you created earlier. 3. Choose your play. Assign the outreach sequence for each segment. 4. Set up notifications. Who gets alerted when an account engages? Make it actionable, not noisy. 5. Preview everything. Send test emails to yourself. Check for broken merge fields or embarrassing typos.
Pro tip: Don’t launch on a Friday afternoon. You want to be around to deal with replies or issues.
Step 6: Track Progress—But Don’t Drown in Metrics
Bitscale is loaded with dashboards, but most of it won’t matter at first.
Focus on: - Engagement by account. Are the right people opening emails and clicking links? - Meaningful replies. Are you getting conversations, or just out-of-office responses? - Pipeline movement. Did you actually book meetings or move deals forward?
What to ignore: Vanity metrics like total email opens or “reach.” If it doesn’t tie to real progress, don’t sweat it.
Reality check: If nothing’s happening after a week, don’t panic. Check your messaging, your timing, and your list. Iterate fast.
Step 7: Iterate, Refine, and Repeat
No campaign is perfect out of the gate. Expect to adjust.
How to make it better: - Review with sales. What are they hearing? Where are people dropping off? - Test one thing at a time. Change your subject lines, tweak your segments, or try a different channel—but don’t change everything at once. - Archive what doesn’t work. Don’t be sentimental. If an account’s gone cold, move on.
Pro tip: Document what you try. Bitscale has campaign notes—use them. Future-you will thank you.
Common Pitfalls (And How to Dodge Them)
Let’s be real—most ABM campaigns fail for the same reasons:
- Too many accounts, not enough personalization. Start small. Make it personal.
- No sales-marketing alignment. If the teams aren’t talking, you’ll step on toes or double-contact accounts. Use Bitscale’s shared timelines and notes.
- Overcomplicating things. You don’t need every integration or automation out of the gate.
If you find yourself endlessly tweaking campaigns without launching, you’re not alone. Set a launch deadline and stick to it. Done is better than perfect.
Wrapping Up: Keep It Simple, Ship Often
Account-based marketing with Bitscale isn’t rocket science, but it does take focus. Start with a small, clear list. Personalize your outreach. Use the tools—don’t let them use you. And don’t buy into the myth that more features or bigger lists mean better results.
Launch, learn, and tweak as you go. ABM is a process, not a one-time event. Keep it simple, keep it honest, and you’ll see real progress without the headaches.