Implementing account-based marketing (ABM) without clean, structured data is akin to launching a campaign without a clear strategy. The consequences of such a move can be dire. If your CRM isn't ready to support ABM, you'll be flying in the dark, no matter how creative your messaging is or how sophisticated your tech stack might be. You risk depleting your resources, frustrating teams, and potentially failing to deliver the right message to your most valuable accounts.
However, when your data is clean and your CRM is structured with ABM in mind, that's when precision meets performance. This transformation from data chaos to ABM clarity is where the potential of your strategy lies.
Here's how to turn data chaos into ABM clarity.
Understanding why data quality is the bedrock of ABM is crucial. Data quality serves as a supporting element and forms the fundamental basis of your approach. ABM isn't about scale—it's about significance. Rather than broadening your scope, you concentrate on the most critical accounts. This level of precision demands trustworthy data. Without it, even the best-intentioned campaign risks failure.
- Targeting irrelevant or outdated accounts
- Reaching out to the wrong decision-makers
- Delivering generic, ineffective messaging
To tailor your outreach and deliver value at every touchpoint, you need more than just data—valid, accurate data.
Audit what's already in your CRM
Before you enrich, you need to inspect. A comprehensive data audit is your first defence against confusion and inefficiency. Ask yourself:
- Are company names consistent across accounts?
- Are key contact fields populated (job title, email, phone)?
- Is the industry classification structured and searchable?
- Are there duplicates skewing your reporting or segmentation?
This is where many ABM efforts fall apart—not because of poor execution, but because the foundation is cracked.
Create a dashboard or report that visualises the data's health across key properties. This will give you an ongoing view of CRM hygiene.
Enrich your data with the right tools
Once you've cleared the weeds, it's time to cultivate stronger data. Integrate enrichment tools that pull in firmographic, technographic, and intent-based data. Some of the most effective sources include:
- LinkedIn Sales Navigator Advanced Plus for updated job titles and connections
- Surfe to capture relationship insights and CRM activity
- Data providers like DnB, or ZoomInfo for firmographics and buying signals
Add fields like:
- Technologies in use
- Recent hiring activity
- Buyer intent keywords
- Role in the decision-making process
Insight: Enrichment isn't just about adding data—it's about enabling your teams to act faster and smarter.
Structure your CRM for ABM success
Your CRM should mirror your ABM strategy. That means designing it to reflect account relationships, buying committees, and priority levels. Consider:
- Creating custom fields for ABM tiers (e.g., Tier 1: Strategic, Tier 2: Scalable)
- Tagging contacts by role (e.g., economic buyer, influencer, champion)
- Building lifecycle stages tailored to ABM (e.g., awareness, engagement, opportunity, expansion)
Use, for example, HubSpot's custom object functionality (or your CRM equivalent) to track non-contact roles, partner influence, or competitor presence within key accounts.
Keep your data alive with good habits
Clean data doesn't stay clean by accident. ABM's success requires operational discipline from both marketing and sales. That means:
- Scheduling regular data reviews (quarterly or monthly)
- Making data hygiene part of your onboarding for new team members
- Setting up automated workflows to catch duplicates or missing data
Most importantly, establish a shared understanding between teams. Everyone should know which fields matter, who owns what, and how to spot decay before it costs the pipeline.
The differentiator
Data is no longer a back-office concern—it's a strategic differentiator. ABM thrives on personalisation, and the quality of your data significantly influences this process.
When your CRM is ABM-ready, everything else becomes easier:
- Segmentation becomes sharper
- Outreach becomes more relevant
- Sales and marketing alignment becomes real
Before launching your next campaign, ask yourself: Is our data ready to support the strategy?
Because ABM doesn't start with campaigns, it begins with clarity.
Learn more about ABM and why it's a good thing to use.
