If you’re running account based marketing (ABM), you know the drill: lots of contacts, tons of data, and a never-ending list of repetitive tasks. Manual work is a time sink and mistakes are inevitable. That’s where automation comes in—assuming it actually works like it should.
This guide is for marketers and sales folks who want no-nonsense, step-by-step instructions for automating their ABM workflow using Laserfocus. If you’re hoping for magic, look elsewhere. If you want real results and fewer headaches, keep reading.
Why Automate ABM Workflows (and When You Shouldn’t)
Let’s be real: automation isn’t a cure-all. It’s great for repetitive, predictable work—think task assignment, follow-up reminders, and syncing data between tools. But don’t expect it to write a killer email or close your deals.
Works well for: - Assigning tasks and reminders - Moving accounts through pipeline stages - Notifying reps about key activity - Logging interactions automatically
What to skip: - Automating personal outreach (comes off robotic) - Setting up endless, complicated branches “just in case” - Over-engineering—if you need a flowchart to explain your flow, back up
Start with the basics. You can always get fancier later.
Step 1: Define Your ABM Process (Before Touching the Tool)
Laserfocus is powerful, but it won’t fix a messy process. Before you build anything, get crystal clear on:
- Who are your target accounts?
- What triggers action (e.g., account engagement, new contact added)?
- What should happen next (assign a rep, send a follow-up, update CRM)?
Pro tip: Write this on a whiteboard or doc first. If you can’t explain your process in a few sentences, simplify.
Step 2: Prep Your Data and Integrations
Automation is only as good as your data. Garbage in, garbage out.
Clean Up Your Accounts and Contacts
- Remove duplicates and stale entries from your CRM.
- Standardize fields like industry, company size, and contact titles.
- Make sure account owners are assigned.
Connect Laserfocus to Your CRM and Tools
Laserfocus supports major CRMs (Salesforce, HubSpot, etc.) and email/calendar platforms. Set up integrations in the settings panel.
- Authenticate with read/write permissions (not just read).
- Test connections—sync a test account and check for errors.
- Map fields correctly; mismatched fields cause weird bugs later.
Ignore: “Optional” integrations you don’t use. More connections = more things to break.
Step 3: Map Out the Key ABM Workflows You Actually Need
You don’t need 20 automations. Start with 2–3 that will save the most time or prevent the most mistakes.
Common ABM automations: - Assigning new target accounts to the right rep - Notifying reps when an account takes a key action (like opening an email or visiting a pricing page) - Creating follow-up tasks automatically after meetings
How to decide what to automate: 1. Track where things fall through the cracks (missed follow-ups, late responses). 2. Pick the most painful one and automate that first.
Step 4: Build Your First Workflow in Laserfocus
Let’s walk through a basic example: automatically assign new target accounts to the right rep and create a follow-up task.
4.1. Create a New Workflow
- Go to the “Workflows” tab in Laserfocus.
- Click “New Workflow”.
- Name it something clear, like “Assign New ABM Accounts.”
4.2. Set the Trigger
- Choose the trigger: “New Account Added” to your target list.
- Add conditions if needed (e.g., industry is ‘SaaS’, company size > 50).
4.3. Add Actions
- Assign Account Owner: Choose routing logic (round-robin, specific rep, territory-based).
- Create Follow-Up Task: Set task type, due date (e.g., 1 day after assignment), and task owner.
- Send Slack/Email Notification: Let the rep know automatically.
4.4. Save and Test
- Hit “Save” and run a test with a dummy account.
- Check that the task is created, the right owner is assigned, and notifications go out.
What can go wrong: - If fields aren’t mapped right, assignments will fail. - Notifications can get lost if reps mute the channel—pick a method people actually check.
Step 5: Automate Key Account Touchpoints
Now add automations for the tasks you do over and over.
Example: Notify Reps When Target Account Engages
- Trigger: Contact from target account clicks on an email link or books a meeting.
- Actions: Send alert to account owner, create follow-up task, log activity.
Example: Move Accounts Between Pipeline Stages
- Trigger: Meeting completed with key decision maker.
- Actions: Move account to “Engaged” stage, assign next steps, notify team.
Pro tip: Don’t try to automate every possible path. Focus on the 20% of actions that cover 80% of your work.
Step 6: Review, Iterate, and Avoid Common Pitfalls
Set it and forget it? Not so fast.
What to Watch
- Errors: If you see missed assignments or duplicate tasks, check your triggers and conditions.
- Notification Overload: Too many alerts = everyone ignores them. Trim the fat.
- Workflow Creep: Resist the urge to add “just one more” step unless it solves a real problem.
How to Fix Issues
- Run through your workflow as a user—does it make sense?
- Ask reps for feedback after a week. Is this helping, or just more noise?
- Adjust and simplify. Automation should reduce work, not create new headaches.
Step 7: Measure and Prove It’s Working
Automation is only worth it if it actually saves time or boosts results.
- Track response times: Are follow-ups faster?
- Fewer dropped accounts: Are fewer leads falling through the cracks?
- Reps happier: Ask if they spend less time on admin.
If you don’t see improvement, kill or tweak the automation. There’s no prize for having the most workflows.
What to Ignore (for Now)
- Super-complex branching: Most teams don’t need “if this, then that, unless X, then Y” logic.
- Automated email sequences: Personalization matters more in ABM than speed.
- Integration with every tool you own: Start with your CRM and email/calendar; add more only if you need.
Stick to the basics that make your day easier.
Summary: Keep It Simple and Iterate
Automating your ABM workflows in Laserfocus is about working smarter, not just doing more. Start with the biggest pain points, build only what you need, and revisit often. The best workflow is the one your team actually uses—so keep it simple, and improve as you go.
There’s no shortcut to great results, but with a clear process and a few smart automations, you’ll free up time for the work that actually moves the needle.