Two business professionals standing over a desk shaking hands, symbolizing ABM strategy

Account-based marketing (ABM) has been a game-changer for many B2B companies. Businesses that use an ABM strategy generate 208% more revenue for their marketing efforts compared to those without ABM programs. That’s a big difference! 

With such impressive results, integrating the right tools to optimize your ABM program is crucial. That’s where LeadLander comes in. By leveraging LeadLander’s website visitor tracking data, you can gain data-driven insights that enhance your ABM efforts, helping you target the right accounts at the right time. Today, we’re taking a deeper look at how this works.

How do LeadLander and ABM Work Together?

LeadLander is a powerful tool designed to provide actionable insights into the activities of your website visitors. It tracks things like:

  • Who visits your site
  • What pages they view
  • How long they stay

This helps give you a comprehensive picture of your online audience. With real-time visitor tracking, detailed visitor profiles, and customizable alerts, your sales team is equipped with valuable data to identify and engage with potential leads at the right time.

Account-based marketing is a focused approach to B2B marketing where marketing and sales teams collaborate to target high-value accounts instead of casting a wide net in lead generation efforts. With 87% of B2B marketers reporting that ABM delivers higher ROI than other marketing activities, it’s a strategy worth considering if you haven’t tried it yet. ABM is particularly effective because it allows for personalized marketing efforts tailored to specific accounts—companies, not individuals—leading to more meaningful engagements and better conversion rates.

Combining LeadLander’s data with your ABM strategy creates a powerful synergy. LeadLander’s insights help you understand which accounts are engaging with your content, what interests them, and when they’re most active. With this information, you can more effectively:

  • Personalize your outreach
  • Engage at the right moment
  • Drive better results

3 Benefits of Using LeadLander Data in Your ABM Strategy

Leveraging LeadLander’s visitor tracking data for account-based marketing is a no-brainer. Here’s why:

Targeting Precision

One of the primary benefits of using LeadLander data is the precision it brings to targeting high-value accounts. Instead of relying on broad demographic data, you can analyze actual visitor behavior to identify accounts that show genuine interest in your offerings.

Say a visitor spends a significant amount of time on your product pages and downloads multiple whitepapers. This behavior indicates a strong interest. Using LeadLander insights, you discover your visitor is from Brown Industries. Your sales manager is able to connect with a contact at the company on LinkedIn and start a conversation. You then tailor an ABM campaign for Brown Industries and are able to generate a sales conversation within 3 weeks. Now that is effective account-based marketing!

Real-Time Engagement

Timing is critical for a successful ABM strategy, and LeadLander’s real-time data ensures you can engage with potential accounts at the right moment, when they’re primed to act. Knowing exactly when a key account is visiting your site enables you to act quickly to capture their attention while the prospect’s interest is piqued.

To take advantage of LeadLander’s real-time data, set up automated alerts to notify your sales team when a target account visits your website. This way, your team can reach out with a timely, personalized message, increasing the likelihood of engagement and conversion.

Personalized Marketing

Personalization is at the heart of a successful ABM strategy. With detailed insights from LeadLander, you can craft marketing messages that resonate with your target accounts based on their specific interests and behaviors.

If LeadLander data shows that a particular account frequently visits your blog posts on team building, for example, tailor your outreach to include more content on that topic. You could send an email saying, “Hi [Name], we noticed you’re interested in resources around team building. Here’s an exclusive report we think you’ll find valuable.” This level of personalization can significantly boost your engagement rates.

Incorporating LeadLander Data into Your ABM Strategy: 3 Steps

Business woman and businessman sit at a round table looking at metrics for their ABM strategy

Leveraging LeadLander data effectively requires a structured approach to data collection, analysis, and action. Here’s how to seamlessly integrate this powerful tool into your ABM strategy.

1 – Data Collection and Analysis

To get the most out of LeadLander, you need to set it up correctly and ensure your tracking parameters are well-configured. Start by setting up LeadLander on your website by: 

  • Placing tracking codes on your web pages to monitor visitor activity. 
  • Make sure to configure the tracking parameters to capture detailed information including the pages visited, visit duration, and visitor location.

If you’re running a B2B software company, for instance, we recommend configuring LeadLander to track visits to your pricing, demo request, and product feature pages. This data will help you identify which accounts are showing serious buying intent.

2 – Identify Target Accounts

Once you’ve collected the data, the next step is to identify and prioritize target accounts based on their engagement levels. Start by:

  • Using LeadLander’s insights to build a list of high-priority accounts. 
  • Look for patterns like frequent visits, time spent on high-value pages, and repeat visits from the same organization.

Say several visitors from a particular company are spending a lot of time on your product comparison pages; this indicates a high level of interest. Prioritize this account for targeted outreach. Try to contact multiple people at the organization to maximize your chances of engaging someone.

3 – Craft Personalized Campaigns

With your high-priority accounts identified, it’s time to craft personalized marketing campaigns that resonate with these prospects. To do this effectively, we recommend:

  • Developing customized content and outreach strategies based on the collected data. 
  • Tailoring your messages to address the specific interests and behaviors of each target account.

For example, If your LeadLander data shows that a potential client has visited your case studies page several times, create a personalized email campaign highlighting the results you’ve achieved for other clients. Offer to connect them with a current client to hear about their experience with your offerings, or share a recent report showing trends from customer usage over the past year.

ABM & LeadLander Best Practices and Tips

To maximize the effectiveness of LeadLander data in your ABM strategy, follow these best practices and tips:

Review Data Regularly

Regularly reviewing and updating your data insights will help you stay on top of changing behaviors and interests.

Action Step: Schedule weekly or monthly data review sessions with your marketing and sales teams. Analyze the latest visitor data to identify new trends and adjust your ABM strategy accordingly.

For example, if you notice a sudden spike in interest from a specific industry, consider creating a targeted landing page and email campaign for that sector.

Integrate LeadLander with Other Tools

Integrating LeadLander with your CRM and marketing automation tools will help create a more seamless data flow and enhance your overall strategy.

Action Step: Connect LeadLander with your CRM and marketing automation platforms like Salesforce or HubSpot. This will allow you to automatically sync visitor data and streamline your workflows.

From there, you can set up automated workflows that trigger personalized email sequences based on LeadLander data. For instance, when a high-priority account visits your site, you can have the system automatically send a follow-up email with relevant content.

Optimize Your ABM Strategy Continuously

Continuously optimizing your ABM strategy based on LeadLander data helps your sales program stay agile and effective.

Action Step: Conduct A/B testing on different personalized messages and approaches to see what resonates best with your target accounts. Adjust your multichannel messaging accordingly.

Ramp Up Your ABM Strategy with LeadLander

Leveraging LeadLander data is a powerful way to optimize your ABM strategy. By understanding your visitors’ behaviors and interests, you can create highly targeted campaigns that drive meaningful engagement and conversions, reaching visitors when their interest levels are high and helping push them deeper in the buyer’s journey.

If you’re ready to take your ABM strategy to the next level, sign up for a free 14-day LeadLander trial, no credit card needed. This way, you can see for yourself how our platform helps you gain valuable insights and target the right accounts at the right time.

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