Account-Based Marketing
Orchestrate coordinated outreach when your target accounts engage with your website.
Who This Is For
Step-by-Step Workflow
Follow these six steps to build an ABM engine that coordinates sales and marketing around your highest-value accounts.
Load Target Account List into Watch List
Import your Tier 1, Tier 2, and Tier 3 target accounts into ClearView's Watch List. Upload domains individually or in bulk via CSV. When anyone from a watched company visits your site, ClearView fires priority alerts via Slack, email, and webhooks with full visitor details – name, job title, and the exact page they viewed.
Keep Tier 1 small and meaningful. If every account is a priority, none of them are. Most successful ABM programs run with 25-50 Tier 1 accounts, 100-200 Tier 2, and the rest in Tier 3 automated nurture. Use ClearView's Watch List hit count to track engagement over time per account.
Map Buying Committees
Use enrichment tools to identify the full buying committee at each target account: the economic buyer (VP/C-level who signs the check), the champion (day-to-day user who drives internal advocacy), and the technical evaluator (the person who validates your solution works). Multi-thread across all three.
Single-threaded deals die. If your champion leaves or gets overruled, the deal stalls. Research shows that deals with 3+ contacts engaged have 2x the win rate of single-contact opportunities.
Set Tiered Response Protocols
Define clear playbooks for each tier. Tier 1: same-day personalized outreach from the AE plus a custom landing page built for their company. Tier 2: trigger an email sequence plus LinkedIn ad targeting within 24 hours. Tier 3: auto-enroll in nurture sequences plus retargeting audiences.
The tier system ensures your most valuable resources (AE time, custom content) go to the accounts with the highest potential. Tier 3 automation keeps your long tail warm without manual effort.
Activate Multi-Channel Surround
For Tier 1 accounts, coordinate across every channel simultaneously. Run LinkedIn ads targeting the buying committee, personalize your website for their industry, send a relevant case study from a similar company, and have your AE engage the champion on LinkedIn with a thoughtful comment or message.
The surround-sound effect is what separates ABM from regular marketing. When a prospect sees your ad on LinkedIn, gets a relevant email, and visits a website that speaks to their industry on the same day, it creates an impression of momentum and inevitability.
Track Account-Level Engagement Scoring
Aggregate all touchpoints (website visits, email opens, ad clicks, content downloads, LinkedIn engagement) into a single account-level score. Individual contact scores matter less than the total account engagement. A Tier 1 account where three people have visited your site is hotter than one where a single person visited ten times.
Build a simple dashboard showing account engagement score trending over time. Rising scores indicate an active evaluation cycle. Flat or declining scores suggest the account has gone cold and may need a different approach.
Weekly ABM Stand-Ups
Hold a 30-minute weekly meeting where sales and marketing review Tier 1 and Tier 2 account activity together. Review which accounts are showing increased engagement, adjust tier assignments based on new signals, and align on specific actions for the coming week.
This meeting is the engine of your ABM program. Without it, sales and marketing operate in silos and the coordinated experience that makes ABM work falls apart. Keep it focused: review the dashboard, make decisions, assign actions.
ClearView Integrations Used
This playbook connects ClearView with your ABM stack for coordinated execution.
Expected Outcomes
Teams running coordinated ABM programs with ClearView intent data consistently report these results.
Compared to 20-25% win rate on standard pipeline deals
Coordinated multi-channel engagement accelerates buying decisions
Common Mistakes
Avoid these pitfalls that cause most ABM programs to underperform.
Treating ABM as another email blast
ABM is not batch-and-blast with a fancier name. If your 'ABM' strategy is the same email to a list of companies, you are doing demand gen with extra steps. ABM requires personalized, coordinated, multi-channel experiences.
Not involving sales in tier assignments
Marketing cannot tier accounts in a vacuum. Sales has critical context about existing relationships, deal history, and competitive dynamics that must inform which accounts get Tier 1 treatment.
Failing to act fast on pricing page visits
When a Tier 1 account visits your pricing page, the clock starts. This is an active evaluation signal. If your team does not respond within hours, the account may have already shortlisted a competitor. Speed on high-intent signals is non-negotiable.
Targeting too many Tier 1 accounts (>200)
Tier 1 requires personalized, high-touch execution. If you have 500 Tier 1 accounts, you cannot deliver the quality of experience that ABM demands. Be ruthless about focus. Fewer accounts, deeper engagement, better results.
Pro Tips
Create a shared Slack channel for each Tier 1 account where the AE, SDR, and marketing lead can collaborate in real-time on engagement strategy and share observations.
Build a simple 'account engagement heat map' that shows which accounts are warming up week over week. Present this at your weekly stand-up to focus the conversation on what matters.
Use ClearView's multi-page tracking to identify which specific solutions or features a target account is researching. This intelligence should directly inform your AE's messaging.
Set up automated alerts for return visits from Tier 1 accounts. A second visit within a week is one of the strongest signals that an evaluation is underway.
Track the ratio of Tier 1 accounts engaged vs total Tier 1 accounts. If less than 40% are showing any engagement after 90 days, revisit your list or your activation strategy.