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Power Your Growth
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Sales wants contacts, not just accounts. The truth is simple: accounts don’t buy. People do.
The problem is that most ABM strategies stop at the account level. Sales gets a broad list of logos but no clarity on who inside those accounts is actually showing interest.
The solution is contact-level intent. By knowing exactly which individuals are engaging, you can build smarter campaigns, lower your cost per lead, and give sales the warm, verified contacts they actually want in their CRM.
Here’s how to do it in four steps.
Every successful ABM program starts with the audience. But building an account list alone won’t get you revenue. You need the right people within those accounts: the actual decision-makers and influencers who can move deals forward.
How to build contact-level lists:
And because nothing slows sales down like bounced emails or bad data, every contact should be double-verified for deliverability and employment before being handed to sales.
Once you know who to reach, the next step is engaging them across the channels they actually use.
The beauty of contact-level advertising is simple: stop wasting spend on broad accounts, and start focusing dollars on the people who actually matter.
With the right targeting, you’ll not only cut wasted spend but also create messaging that resonates with individuals instead of generic account groups.
Not every engagement is equal. Some signals show curiosity, while others reveal real buying intent. Scoring and prioritization are more important than ever because without them, there is too much noise and sales waste time on the wrong people.
Contact-level scoring helps you separate the two by:
Instead of guessing, your team knows exactly who to call, when to reach out, and what context to use.
The final step is where most ABM programs fail: the marketing-to-sales handoff.
To truly deliver value, every ABM data point (accounts, contacts, impressions, clicks, website visits) should flow directly into your CRM. That way, sales never has to toggle between tools to figure out who’s hot.
What a clean CRM handoff looks like:
With the CRM as the centerpiece of your ABM engine, all data flows bidirectionally. That means your CRM is no longer just a system of record. It becomes the engine that powers your ABM campaigns.
To complete the picture, you need to prove impact at the contact level. That’s where attribution comes in.
With all ABM data in your CRM, marketing finally gets credit for its impact on pipeline, and sales gets the context it needs to close deals faster.
ABM at the account level leaves too much on the table. By focusing on contact-level intent, you’ll lower costs, improve targeting, and give sales what they really want: verified contacts with context, directly in their CRM.
When you unify data, scoring, and attribution around the contact, ABM becomes a repeatable engine for growth.
Ready to see it in action?
Run your website through Propensity’s ABM Coach to uncover market gaps, build contact-level audiences, and generate campaigns that turn engagement into pipeline.
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