Step by step guide to setting up account based marketing campaigns in Spoke

So you want to actually run account based marketing (ABM) campaigns in Spoke, not just talk about them? Good call. This guide is for marketers, sales leaders, or anyone tired of spray-and-pray tactics and ready to focus on accounts that might actually buy. I’ll walk you through the real steps—no buzzwords, no pointless “frameworks.” Just what works, what doesn’t, and how to get your campaigns off the ground in Spoke.

Who Should Use This Guide

  • You’re new to Spoke (or haven’t run ABM campaigns in it before).
  • You need clear steps, not a high-level overview.
  • You want honest takes—what’s worth doing, what’s busywork.

If that’s you, keep reading.

Step 1: Get Clear on Your ABM Goals and Who You’re Targeting

Before you open Spoke, you need to know what “success” even means. ABM isn’t about blasting everyone. You’re picking a small group of companies worth your focus.

Do this first:

  • Define your ICP (Ideal Customer Profile): Industry, company size, geography, tech stack, whatever matters.
  • List your target accounts: This is the core of ABM. Don’t rely on “maybe” accounts. If you can’t get a tight list, pause and fix that.
  • Set real goals: Is it meetings booked? Deals started? Pipeline value? Don’t leave this vague.

Pro tip: If your sales team isn’t excited about the accounts, you’re wasting your time. Get their input now, not after you’ve built the campaign.

Step 2: Prep Your Account Data for Import

This is the part everyone hates, but skipping it will mess up everything later. Spoke can’t work magic on bad data.

Here’s what you need:

  • A clean CSV or spreadsheet with:
  • Company names (spelled correctly—seriously)
  • Domain(s)
  • Key contacts (with emails and roles, if possible)
  • Any segmentation fields you want to use (industry, region, etc.)
  • No duplicates or “test” accounts. Spoke will import them, and your campaign will look sloppy.
  • Consistent formatting. If you use “VP Marketing” in one place and “Vice President, Marketing” in another, you’ll regret it later.

What not to do: Don’t overcomplicate things with 20 columns of data you’ll never use. Keep it tight—Spoke’s not a data warehouse.

Step 3: Set Up Your ABM Campaign in Spoke

Now you’re ready to log into Spoke and get your campaign going.

3.1. Create a New Campaign

  • Find the “Campaigns” section and hit “Create Campaign.”
  • Choose “Account Based Marketing” (might just be called “ABM”).
  • Name your campaign something obvious. “Q3 Target Accounts” beats “Big Win 2024.”

3.2. Import Your Accounts

  • Use the import tool to upload your spreadsheet.
  • Map your columns to Spoke’s fields—double-check this, as mismapping will wreck your targeting.
  • Review the import results. Spoke will flag errors, but it won’t catch every weird formatting thing.

3.3. Assign Owners (Optional but Smart)

  • If you’ve got a sales team, assign accounts to specific reps here. This keeps everyone honest.
  • If you’re a team of one, skip this.

Pro tip: Don’t skip the review step. A bad import will haunt you for weeks.

Step 4: Build Your Messaging and Content (Don’t Overthink It)

ABM works when your outreach actually feels tailored. But don’t let this paralyze you.

Focus on:

  • Short, relevant templates: One for each segment or vertical is fine. Personalization is good, but you don’t need a snowflake for every account.
  • Useful content: Case studies, one-pagers, or even just a good email. You don’t need a Hollywood production.
  • Clear call to action: Don’t be vague—ask for a call, demo, or next step.

What to ignore: Don’t waste time building “personalized microsites” unless you have proof they actually convert. Start simple.

Step 5: Set Up Outreach and Engagement Tactics in Spoke

This is where Spoke actually earns its keep. You can automate and organize outreach, track engagement, and (if you want) trigger ads or retargeting.

5.1. Choose Your Channels

  • Email: Spoke’s email tools are fine. Just don’t rely only on email—most people ignore cold outreach.
  • Ads: Integrate LinkedIn or display ads for your account list. Spoke’s integrations are decent, but keep creative simple.
  • Events or direct mail: If Spoke supports it and your budget allows, these can cut through the noise.

5.2. Build Outreach Sequences

  • Use Spoke’s sequence builder to set up multi-step outreach—email, LinkedIn, whatever you’re using.
  • Space out touches over 2-3 weeks. Don’t spam daily.
  • Schedule reminders for manual steps (calls, handwritten notes, etc.).

Pro tip: If you’re new to ABM, start with one or two channels. Layer in more later if you see traction.

Step 6: Set Up Tracking and Measurement

If you can’t see what’s working, you’re just guessing. Spoke does a decent job here, but don’t expect miracles.

Set up these basics:

  • Engagement tracking: Opens, clicks, replies. But don’t obsess—these are just indicators.
  • Account-level activity: Can you see which accounts are actually moving down the funnel?
  • Attribution: If you’re running ads, Spoke can show you some influence, but don’t expect perfect data. Use multiple sources if you care about real attribution.

What doesn’t work: Relying only on “vanity metrics” (opens, impressions). Focus on meetings booked, pipeline created, or whatever real metric matters.

Step 7: Launch, Monitor, and Iterate

Now hit “Launch.” But don’t just sit back. ABM campaigns need attention.

  • Check daily for errors, bounces, or weird replies.
  • Talk to sales every week—what’s working, what’s not?
  • Pause or tweak sequences if you see bad results. Don’t be precious—kill what isn’t working.

Pro tip: ABM is a marathon, not a sprint. One campaign won’t make your quarter, but you’ll learn what actually gets responses.

What to Ignore (For Now)

  • Over-engineered personalization: If you’re spending hours per account, you’re overdoing it.
  • Buying new tools “just in case”: Spoke plus your CRM is enough for 90% of teams.
  • Fads like “AI-powered personalization”—most of it is lipstick on a pig. Use what’s proven until you see a reason to switch.

Wrapping Up: Keep It Simple and Iterate

You don’t need to boil the ocean. Start with a clear target list, get your data right, and use Spoke to organize your outreach. Don’t worry if it’s not perfect—just get your first campaign out, measure what matters, and improve from there.

The marketers who win at ABM aren’t the ones with the fanciest tech—they’re the ones who actually ship campaigns and tweak them based on what they learn. Keep it simple, ignore the hype, and you’ll do just fine.