Account-Based Marketing (ABM)

Enterprise Plan

Account-Based Marketing features help B2B teams track target accounts, measure engagement, and align sales and marketing on high-value prospects.

ABM in Zenovay

What Is ABM?

Account-Based Marketing focuses on:

• Specific target companies
• Personalized engagement
• Sales & marketing alignment
• Account-level metrics

Zenovay ABM Features

Feature	Description
Target Account Lists	Import and track key accounts
Account Scoring	Custom engagement scoring
Intent Signals	Track buying signals
Account Alerts	Real-time notifications
CRM Sync	Bi-directional data flow

Setting Up ABM

Create Target Account List

1. Go to your domain dashboard → Companies tab
2. Click "Create Account List"
3. Add companies manually or import

Import Target Accounts

Upload CSV with:

• Company name (required)
• Domain (required)
• Industry
• Size
• Owner
• Tier

company_name,domain,industry,size,tier
Acme Corp,acme.com,Technology,500-1000,Tier 1
Big Co,bigco.com,Finance,1000+,Tier 1
MidSize Inc,midsize.com,Healthcare,100-500,Tier 2

Account Tiers

Organize accounts by priority:

Tier	Description	Count
Tier 1	Strategic accounts	10-20
Tier 2	High-value targets	50-100
Tier 3	Qualified accounts	100-500

Account Dashboard

Overview

See all target accounts:

ABM Dashboard

Target Accounts: 175
├── Engaged (visited): 68 (39%)
├── Active (last 30 days): 42 (24%)
└── Not seen: 107 (61%)

Tier 1 Accounts: 15
├── Engaged: 12
└── Active: 9

This Week:
• 8 new target account visits
• 3 high-intent signals
• 1 demo request from target

Account List View

Account	Tier	Status	Score	Last Visit
Acme Corp	T1	Active	85	Today
Big Co	T1	Engaged	72	3 days ago
MidSize	T2	Active	68	Yesterday
Small Biz	T3	New	45	Today

Account Engagement

Engagement Score

Each target account gets a score:

Acme Corporation
Engagement Score: 85/100

Scoring Factors:
• Visit frequency (weekly): +25
• Page depth (12 pages): +20
• Key page visits: +25
  - Pricing (3x)
  - Demo (2x)
  - Case studies (4x)
• Content downloads: +10
• Time on site (2.5 hrs): +15
• Form submissions: +20 (demo request)
• Recency (today): +10

Score Trend: ↑ +15 this week

Engagement Stages

Categorize accounts by engagement:

Stage	Criteria	Action
Unknown	Never visited	Outbound needed
Aware	1-2 visits	Nurture
Interested	3+ visits, some key pages	Engage
Evaluating	Key pages, multiple visits	Accelerate
Ready	Demo/pricing focus	Sales outreach

Stage Distribution

Account Engagement Funnel

Unknown:    ████████████████████ 107 (61%)
Aware:      ████████ 38 (22%)
Interested: ███ 18 (10%)
Evaluating: █ 8 (5%)
Ready:      █ 4 (2%)

Intent Signals

What Are Intent Signals?

Actions indicating buying interest:

Signal	Weight	Example
Pricing page	High	Visited /pricing
Demo request	Very High	Submitted form
Case studies	Medium	Read customer stories
Documentation	Medium	Technical evaluation
Multiple visitors	High	Team evaluating

Intent Dashboard

High-Intent Accounts (Last 7 Days)

1. Acme Corp (Tier 1) - Score: 92
   • Visited pricing 3x
   • Downloaded whitepaper
   • 4 different visitors

2. Big Co (Tier 1) - Score: 88
   • Demo request submitted
   • Viewed case studies
   • 2 hour total time

3. Tech Inc (Tier 2) - Score: 78
   • Compared plans
   • Integration docs viewed
   • Return visitor

Custom Intent Rules

Define your own signals:

Intent Rule: Demo Interest
Trigger: Visited /demo OR /request-demo
Score Impact: +25
Alert: Yes

Account Alerts

Alert Types

Alert	Trigger	Urgency
Target Visit	Any target account visits	Normal
Tier 1 Visit	Strategic account visits	High
High Intent	Score increases significantly	High
New Contact	New person from account	Normal
Demo Request	Form submission	Urgent

Configure Alerts

1. Go to your domain dashboard → Companies tab → Alerts
2. Choose alert types
3. Set recipients
4. Choose delivery method

Alert Example

🎯 ABM Alert: High-Intent Signal

Account: Acme Corporation (Tier 1)
Signal: Visited pricing page 3x today
Current Score: 92 (+18 from yesterday)

Visit Details:
• Duration: 25 minutes
• Pages: /pricing, /features, /demo
• Source: Google search "competitor alternative"

Recent History:
• Yesterday: 2 visits, 15 min
• Last week: 5 visits, documentation focus

Suggested Action: Schedule outreach

[View Account] [Open in CRM]

Multi-Contact Tracking

Track Buying Committee

See all visitors from an account:

Acme Corporation - Contacts Seen

Unknown Visitors: 8
Identified Users: 2

Identified:
• john@acme.com (logged in)
  - 5 visits, pricing focus
  - Job: VP Engineering (LinkedIn)

• sarah@acme.com (form submission)
  - 3 visits, demo request
  - Job: Product Manager

Activity by Role (estimated):
• Technical: 40% of visits
• Business: 35% of visits
• Executive: 25% of visits

Committee Signals

Multiple people = serious evaluation:

Visitors	Signal
1	Individual research
2-3	Team interest
4-6	Buying committee
7+	Enterprise evaluation

CRM Integration

Supported CRMs

CRM	Features
Salesforce	Full bi-directional sync
HubSpot	Account & contact sync
Pipedrive	Company sync

Data Sync

What flows to CRM:

From Zenovay	To CRM
Account engagement score	Custom field
Last visit date	Activity
Pages viewed	Notes
Intent signals	Tasks/alerts
Form submissions	Leads

What flows from CRM:

From CRM	To Zenovay
Account owner	Display in dashboard
Deal stage	Context
Account tier	Priority
Custom fields	Filtering

Sync Setup

1. Go to your domain settings → Integrations tab
2. Connect CRM
3. Map fields
4. Enable sync

Reporting

ABM Reports

Standard reports:

Report	Shows
Account Engagement	Score trends over time
Tier Performance	Engagement by tier
Intent Analysis	Signal frequency
Coverage	% of targets engaged
Velocity	Time to engagement

Account Engagement Report

Account Engagement - January 2025

Tier 1 (15 accounts):
• Engaged: 12 (80%)
• Avg Score: 68
• Visits: 145
• Time: 32 hours

Tier 2 (50 accounts):
• Engaged: 28 (56%)
• Avg Score: 52
• Visits: 210
• Time: 28 hours

Top Engaged:
1. Acme Corp: 92 score
2. Big Co: 88 score
3. Tech Inc: 78 score

Custom Dashboards

Build ABM-specific dashboards:

• Target account visitors widget
• Engagement score trends
• Intent signal feed
• Tier breakdown charts

Campaign Tracking

ABM Campaigns

Track campaigns by account:

// Tag campaigns with target account
https://yoursite.com/?
  utm_source=linkedin
  &utm_medium=sponsored
  &utm_campaign=abm_tier1
  &utm_content=acme_corp

Campaign Performance

Campaign	Accounts Reached	Engaged	Pipeline
ABM Email - Tier 1	12	8	$240K
LinkedIn - Target	35	14	$180K
Personalized Ads	28	11	$95K

Best Practices

List Management

Keep lists updated:

• Review quarterly
• Remove closed/won
• Add new targets
• Adjust tiers

Scoring Calibration

Refine scores based on:

• Closed/won patterns
• Sales feedback
• Conversion data

Sales Alignment

Share with sales:

• Daily hot account alerts
• Weekly engagement reports
• Monthly pipeline review

Act on Intent

When intent detected:

1. Alert sales immediately
2. Personalize follow-up
3. Reference pages viewed
4. Strike while hot

Troubleshooting

Target Account Not Identified

If target visits but isn't matched:

• Verify domain is correct
• Check for subsidiaries
• May be using VPN
• Remote workers harder to match

Low Engagement

If targets aren't engaging:

• Review traffic sources
• Check content relevance
• Analyze competitor activity
• Adjust targeting

Score Seems Wrong

If engagement score doesn't match reality:

• Review scoring weights
• Check for bot traffic
• Verify page categorization

Next Steps

• Company visit history
• Identified users & CRM
• Revenue attribution