Account based marketing (ABM) sounds fancy, but at its core, it’s just about focusing your marketing and sales efforts on the companies that matter most. If you’re tired of spraying and praying with generic campaigns, and you want to actually use your website data for something useful, you’re in the right place.
This guide is for marketers, sales folks, or anyone who wants to get real about using LeadFeeder data to build ABM campaigns that don’t waste time or budget.
Step 1: Get Your LeadFeeder Data Set Up (Properly)
Before you get clever with campaigns, make sure you’re actually collecting useful data. LeadFeeder works by identifying companies visiting your website, but here’s the thing: if your tracking isn’t set up right, you’re flying blind.
- Double-check your tracking code. If it’s not on every key page (especially landing pages and pricing), fix that now.
- Filter out your own traffic. No one cares that your CEO looks at the homepage 15 times a day.
- Integrate with your CRM. This isn’t just a box-ticking exercise. Connecting LeadFeeder to your CRM (like HubSpot or Salesforce) helps you avoid chasing dead ends.
Pro Tip: If you’ve got different regions or business units, set up separate filters or feeds in LeadFeeder. Otherwise, your data becomes a mess fast.
Step 2: Define Your Target Accounts (Don’t Overthink It)
ABM isn’t magic—if you’re targeting the wrong companies, no amount of clever marketing will save you. Use LeadFeeder’s data to tighten up your target list.
- Start with existing customers. What kinds of companies already buy from you? Size, industry, geography—get specific.
- Look at warm website visitors. Who’s visiting key pages? Who comes back more than once? These are your low-hanging fruit.
- Ignore vanity metrics. Just because a big brand visited your blog doesn’t mean they’re actually interested. Focus on real buying signals—like multiple visits to your pricing or case studies page.
What doesn’t work: Chasing every company that visits your site. You’ll just annoy sales and burn out your team.
Step 3: Segment and Qualify—Don’t Treat Every Account the Same
Not all visits are equal. You need to separate the tire-kickers from the folks who might actually buy.
- Set up custom feeds in LeadFeeder. Group visitors by industry, company size, or behavior.
- Tag and score accounts. If someone visits your product page three times in a week, that’s worth a look. If they hit your careers page, probably not.
- Use intent signals. Downloaded a whitepaper? Hit the contact page? That’s stronger than a single homepage visit.
Pro Tip: Don’t ignore negative signals. If a company’s only visiting support articles, they might be a current customer or competitor—not a lead.
Step 4: Build a Realistic Outreach List
ABM gets hyped as “hyper-personalized,” but you don’t need to write a love letter to every target. Focus on relevance and timing.
- Export qualified accounts. Use LeadFeeder’s export or integration features—don’t try to manage this in a spreadsheet forever.
- Find the right contacts. LeadFeeder gives you company-level info, but you’ll need tools like LinkedIn or your CRM to find actual people.
- Prioritize by fit and activity. Companies with recent, repeated visits should go to the top of your outreach list.
What to skip: Generic email blasts. If you’re sending the same message to everyone, that’s not ABM—it’s just email marketing with extra steps.
Step 5: Create Campaigns That Actually Connect
Now you’ve got your list, it’s time to reach out. Here’s where most ABM campaigns go off the rails: they’re either too generic, or so over-engineered they never get sent.
- Personalize, but don’t overdo it. Mention what’s relevant about their visit (“I saw your team checked out our pricing page this week”)—that’s enough.
- Mix your channels. Email is good, but don’t forget LinkedIn, phone calls, or even direct mail if you have the budget.
- Align sales and marketing. If sales has no idea who you’re targeting, your campaign will fall flat. Sync up—at least weekly.
Pro Tip: Use LeadFeeder’s notifications or integrations to alert sales in real time when a target account visits. Timing matters way more than clever copy.
Step 6: Track What’s Working—And What’s Not
ABM isn’t set-and-forget. The only thing worse than no data is bad data you don’t question.
- Monitor key metrics: Meetings booked, deals created, replies from target accounts—these matter. Open rates? Not so much.
- Feed results back into your targeting. If certain industries or company sizes never respond, stop wasting effort there.
- Don’t get distracted by noise. One-off visits from big companies are just that—noise. Look for patterns over time.
What doesn’t work: Measuring ABM success by volume. Quality beats quantity every single time.
Step 7: Automate the Boring Stuff (But Keep a Human Touch)
There’s no prize for spending hours pulling reports or copying data. Automate where you can, but don’t let your campaign feel robotic.
- Use integrations. Push LeadFeeder data straight into your CRM, Slack, or email workflows.
- Automate alerts for high-value activity. But make sure a real person follows up.
- Regularly clean your lists. Outdated contacts = wasted effort. Set a reminder to review and prune every month.
Pro Tip: Set up a “recycle” list for dormant accounts. Sometimes, a company that wasn’t ready six months ago will come back. Don’t start over from scratch.
What to Ignore (And What To Watch Out For)
- Ignore the hype: ABM won’t magically fix bad product-market fit or a broken sales process.
- Don’t chase every shiny feature: Fancy dashboards don’t close deals. Focus on data that actually moves the needle.
- Watch out for privacy: LeadFeeder identifies companies, not individuals. Don’t creep people out by pretending you know more than you do.
Wrap-Up: Keep It Simple and Iterate
ABM with LeadFeeder isn’t rocket science, but it does require discipline. Start small. Pick a manageable number of target accounts. Get your sales and marketing teams on the same page. Test, learn, and don’t be afraid to cut what isn’t working.
You’ll get more out of your website data—and maybe, just maybe, avoid another campaign that goes nowhere.