ABM Blogs

In B2B marketing, you’re not selling to people. You’re selling to companies.

There’s a problem every serious B2B company faces: customer data lives everywhere.

You can’t manage what you don’t measure. And most ABM programs measure the wrong things.

You can’t manage what you don’t measure. And most ABM programs measure the wrong things.

Canadian SaaS teams face a unique selling challenge: your best prospects are likely evaluating solutions from larger, better-funded US vendors. You can’t outspend them on brand awareness or advertising. But you can outrun them on precision and insight.

Here’s a question that keeps B2B marketers up at night: How do you know if a prospect is actually interested in buying, or just browsing?

In B2B marketing, you’re not selling to people. You’re selling to companies.

There’s a problem every serious B2B company faces: customer data lives everywhere.

You can’t manage what you don’t measure. And most ABM programs measure the wrong things.

Zero-party data is information that prospects directly volunteer to you through surveys, preference centers, forms, and conversations. Unlike first-party data (collected through tracking) or third-party data (purchased from brokers), zero-party data has explicit consent and is typically more accurate for targeting and personalization.

Account engagement metrics track how actively target accounts interact with your content, emails, ads, and sales outreach. These metrics show buying intent and reveal which accounts are moving closer to a deal.

Outbound account scoring combines firmographic fit, technographic alignment, and intent signals into a single score that ranks accounts by conversion likelihood. Sales teams use scores to prioritize which accounts get personalized outreach versus generic prospecting.