If you’re tired of spray-and-pray marketing, account-based marketing (ABM) is worth a real look. But the truth is, most ABM tools promise the moon and then hand you a telescope. If you’re here, you’re probably weighing whether Swagiq can actually help you run focused campaigns—not just create more busywork. Good news: with the right approach, Swagiq can work for you, not the other way around. This guide breaks down the actual steps to launch an ABM campaign with Swagiq, what’s worth your time, and what you can skip.
Whether you’re new to account-based marketing, or just sick of clunky tools, roll up your sleeves—this one’s for you.
Step 1: Get Clear About Your Goals (Don’t Skip This)
Before you touch any software, decide what you want out of your ABM campaign. Vague goals like “more pipeline” won’t cut it. Be clear:
- Are you trying to break into a handful of dream accounts?
- Do you want to deepen relationships with existing customers?
- Are you pushing a specific product or trying to open doors for sales?
You should know: - Who you’re targeting - What counts as success (meetings booked, pipeline created, closed deals, etc.) - How you’ll track results (hint: don’t rely solely on “engagement” metrics)
Pro tip: If your sales team isn’t on board, ABM falls flat. Loop them in now.
Step 2: Build Your Target Account List
This is where most ABM campaigns get derailed. If your list is garbage, your results will be too. Swagiq makes it easy to upload accounts, but don’t rush.
How to build a solid account list: - Pull your best-fit companies from your CRM or sales team’s wishlist. - Use real data: industry, company size, tech stack, recent funding, etc. - Cut out accounts with zero buying intent or ones you can’t actually service. - Aim for quality over quantity. Ten great targets beat a hundred randoms.
In Swagiq: You can import a CSV, connect your CRM, or even manually add accounts. Take the extra time to clean your data before you upload.
Step 3: Map the Buying Committee
ABM isn’t just about companies—it’s about people. Swagiq lets you add contacts to each account, but don’t just dump LinkedIn exports.
What to do: - Identify the real decision-makers and influencers. Titles matter, but so does context. Who actually signs? Who blocks deals? - Add these contacts to each account in Swagiq. - Fill in missing info: email, phone, LinkedIn, pain points if you know them.
What to ignore: Don’t overload your list with every employee at the company. More isn’t better here.
Step 4: Segment and Prioritize Your Accounts
Not all accounts are created equal. Swagiq lets you tag, score, or group accounts—use this to avoid spreading yourself too thin.
How to segment: - Tier 1: Your top-priority, high-value accounts. Go personalized and deep. - Tier 2: Good fits, but less potential. Use semi-personalized tactics. - Tier 3: Lower value, or “test” accounts. Lighter touch.
In Swagiq: Use custom fields, tags, or scores to keep track. Don’t overthink the system—just make sure you know who deserves extra attention.
Step 5: Build Your Outreach Plan
Swagiq isn’t going to write your messaging for you (no matter what the sales rep said). But it does help orchestrate your tactics: email, gifting, social touches, and more.
For each segment, decide: - What channels you’ll use (email, direct mail, calls, ads, swag, etc.) - Who will do the outreach (sales, marketing, execs) - What the messaging should be (keep it personal—ditch the templates)
A basic campaign might look like: 1. Personalized email intro 2. LinkedIn connection + message 3. A relevant piece of content (not just a whitepaper) 4. Send a thoughtful gift (Swagiq’s specialty) 5. Follow-up call or meeting invite
Pro tip: Don’t overcomplicate the sequence. Fewer, higher-quality touches are better than a barrage of mediocre ones.
Step 6: Set Up Your Campaign in Swagiq
Now you’re ready to actually use Swagiq. Here’s the nuts-and-bolts process—and what you can ignore.
1. Create a New Campaign
- Give it a clear, specific name. (“Q3 Top 10 Accounts” beats “Summer ABM”)
- Link your account and contact list.
- Select your outreach channels and sequence.
2. Personalize Your Messaging
- Swagiq lets you write custom emails and include dynamic fields (like name, company, etc.)
- Don’t just use the default templates—they sound generic.
- For gifts, pick items that make sense for the recipient. A random branded mug isn’t memorable—something relevant to their interests or company is.
3. Assign Owners and Tasks
- Assign accounts to sales reps or marketers in Swagiq.
- Set deadlines for each step. If things slip, ABM loses momentum fast.
4. Launch and Monitor
- Start the campaign. Swagiq tracks engagement: email opens, gift acceptance, meeting bookings, etc.
- Don’t obsess over vanity metrics (like “opens”); focus on actual conversations and meetings booked.
What to ignore: - Overly complicated workflows. If you need a consultant to run your ABM, you’re making it too complex. - Swagiq’s “AI recommendations” are hit-or-miss—use your judgment.
Step 7: Follow Up (The Human Way)
ABM isn’t automated spam. When a prospect replies, or a gift lands, follow up promptly—ideally with a real human touch.
- If someone books a meeting, make it count. Do your homework.
- If there’s no response after a round of outreach, don’t keep pestering. Move them to a “nurture” track or try again in a few months.
Pro tip: The best ABM teams know when to push and when to back off. If your approach feels forced, it probably is.
Step 8: Track What Matters and Iterate
Swagiq’s dashboards are handy, but don’t let pretty charts distract you from the real outcomes.
Track: - Meetings booked - Opportunities created - Pipeline and revenue from target accounts
Ignore: - Likes, clicks, and “engagement” that doesn’t move the deal forward
After each campaign: - Meet with sales to review what worked and what didn’t. - Cut what flopped, double down on what drove real conversations. - Don’t be afraid to shrink your target list and personalize more.
Things That Work (and What Doesn’t)
What works: - Real personalization (not just mail-merge) - Small, focused account lists - Tight sales-marketing alignment - Thoughtful gifts tied to outreach (Swagiq’s strong suit)
What doesn’t: - Treating ABM like a mass email blast - Relying on “AI” to do your research - Getting hung up on automation or fancy reporting
Stuff to ignore: Hype about “omnichannel orchestration.” If you’re sending a few great emails and a memorable gift, you’re already ahead of most.
Keep It Simple (and Keep Going)
ABM in Swagiq isn’t rocket science, but it does take discipline. Start with a short, focused list. Personalize your outreach like you actually care. Skip the bells and whistles unless they’re making your life easier—not harder.
You’ll get better with each campaign. Don’t wait for “perfect”—get started, see what works, and adjust. That’s how real results happen.