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Account-Based Marketing (ABM)

LeadVibe's Account-Based Marketing features help you identify, track, and engage high-value accounts. Instead of scoring individual leads in isolation, ABM enables you to understand engagement at the account level and orchestrate coordinated campaigns.

What is ABM in LeadVibe?​

Account-Based Marketing in LeadVibe automatically groups leads from the same company and provides:

  • Account-level engagement tracking - See collective activity across all contacts at an account
  • Account scoring - Score accounts based on firmographic attributes and collective behavior
  • Account-level triggers - Set up notifications when accounts hit engagement thresholds
  • Unified account view - View all contacts, activity, and engagement for each account in one place

When to Use ABM​

ABM features are ideal when:

  • You sell to enterprises with multiple stakeholders
  • Sales cycles involve decision-making committees
  • You need to track engagement across an entire organization
  • Individual lead scores don't capture full account readiness
  • You want to identify which accounts to prioritize for outreach

Core ABM Concepts​

Accounts​

Accounts represent companies or organizations. LeadVibe automatically creates accounts by grouping leads with matching account_id values or email domains. Each account aggregates:

  • All associated leads (contacts)
  • Combined engagement score
  • Account-level metadata (company size, industry, etc.)
  • Surge activity across all contacts

Account Scoring​

Account scoring works differently from lead scoring:

  • Lead scoring evaluates individual contact engagement
  • Account scoring evaluates firmographic fit (company size, industry, revenue, etc.)

Account scores are based on account attributes, not events. For example:

  • +50 points if company size is "Enterprise"
  • +30 points if industry is "Technology"
  • +20 points if country is "United States"

Account Levels​

Similar to Engagement Levels for leads, Account Levels categorize accounts based on their account score:

  • Target - High-value accounts that match your ICP
  • Qualified - Good fit accounts worth pursuing
  • Standard - Average fit accounts
  • Low Priority - Accounts outside your ideal profile

Account Engagement Timeline​

The engagement timeline shows all activity across an account:

  • Which contacts are engaging
  • What actions they're taking
  • When engagement is increasing
  • Channel breakdown (email, website, product)

This helps you understand the full picture of account interest.

ABM Feature Overview​

Account Management​

Navigate to Investigate > Accounts to:

  • View all accounts with engagement and score data
  • Filter by account level, engagement, or date range
  • Search by company name or domain
  • Sort by recent activity or score
  • Bulk export account data

See Account Management for details.

Account Scoring Rules​

Configure scoring rules in Configure > Rules & Scoring > Account Scoring Rules to:

  • Create rulesets for account-level scoring
  • Define rules based on firmographic attributes
  • Assign weights to different criteria
  • Test scoring rules against your account data

See Account Scoring Rules for details.

Account Levels​

Set up account levels in Configure > Rules & Scoring > Account Levels to:

  • Define score thresholds for account tiers
  • Create custom level names and colors
  • Manage multiple level rulesets for different segments
  • Auto-categorize accounts as they're created

See Account Levels for details.

Account Field Mappings​

Configure field mappings in Configure > Mapping > Account to:

  • Map event properties to account metadata
  • Extract company information from lead events
  • Standardize account data across sources
  • Enrich accounts automatically

See Mapping for the configuration guide, or Account Field Mappings for API details.

Account Triggers​

Set up automated notifications when accounts:

  • Reach a certain engagement level
  • Hit surge thresholds across multiple contacts
  • Enter specific account levels
  • Show buying signals

See Account Triggers for details.

Enabling ABM Features​

ABM features can be toggled on or off in your workspace:

  1. Navigate to Configure > Settings > Scoring Settings
  2. Find the Account-Based Marketing section
  3. Toggle Enable ABM Features to show/hide ABM UI

When ABM is enabled:

  • Accounts tab appears in the Investigate section
  • Account Scoring Rules and Account Levels appear in Rules & Scoring
  • Account-level widgets appear on your dashboard
  • Account metadata becomes available in triggers and filters

When disabled, all ABM features are hidden but your configuration is preserved.

Govern Scoring Settings page showing the Account-Based Marketing toggle enabled under Core Scoring Settings

Getting Started with ABM​

Ensure your leads have account information:

Option A: Include account_id in events

leadvibe.track('page_view', {
  account_id: 'acct_12345',
  // other event properties
});

Option B: Set account_id via API

PUT /leads/{leadID}
{
  "account_id": "acct_12345"
}

Option C: Use Profile Mappings Create a Profile Mapping that sets account_id based on email domain or other criteria. See Mapping for setup instructions.

Step 2: Configure Account Field Mappings​

Define how account metadata is extracted:

  1. Navigate to Configure > Mapping > Account
  2. Click Add Mapping
  3. Map event properties to account fields:
    • Map company_size → company_size
    • Map industry → industry
    • Map country → country

Step 3: Set Up Account Scoring Rules​

Define what makes a high-value account:

  1. Navigate to Configure > Rules & Scoring > Account Scoring Rules
  2. Click New Ruleset (e.g., "Enterprise Target Accounts")
  3. Add rules:
    • If company_size equals enterprise → +50 points
    • If industry equals technology → +30 points
    • If employees greater than 1000 → +40 points

Step 4: Configure Account Levels​

Create tiers for account prioritization:

  1. Navigate to Configure > Rules & Scoring > Account Levels
  2. Create a new ruleset (e.g., "Account Tiers")
  3. Define levels:
    • Target - 80-100 points (purple)
    • Qualified - 50-79 points (blue)
    • Standard - 20-49 points (green)
    • Low Priority - 0-19 points (gray)

Step 5: Track Your Accounts​

  1. Navigate to Investigate > Accounts
  2. View all accounts with their scores and levels
  3. Click an account to see:
    • Engagement timeline
    • Surge activity
    • Account metadata

Accounts list page showing the accounts table with account name, domain, account level badges, account score, lead count, and sessions columns

Step 6: Set Up Account Triggers​

Create notifications for high-value account activity:

  1. Navigate to Configure > Rules & Scoring > Triggers
  2. Create triggers using account-level conditions
  3. Get notified in Slack when target accounts engage

ABM Best Practices​

Start with Your ICP​

Define your Ideal Customer Profile before configuring account scoring:

  • What company size is ideal?
  • Which industries convert best?
  • What geographic regions do you target?
  • What budget ranges match your pricing?

Use these criteria as your scoring rules.

Monitor Engagement Patterns​

Watch for account-level signals:

  • Multi-threading - Multiple contacts engaging simultaneously
  • Cross-functional interest - Different departments showing interest
  • Sustained engagement - Regular activity over weeks
  • Surge behavior - Sudden spikes in account-wide activity

Align Sales and Marketing​

Use account levels to coordinate outreach:

  • Target accounts - Assign to sales for direct outreach
  • Qualified accounts - Nurture with targeted campaigns
  • Standard accounts - Include in general marketing
  • Low priority - Keep on radar but don't prioritize

Score Firmographics, Not Behavior​

Remember:

  • Account scoring = Company attributes (size, industry, revenue)
  • Lead scoring = Individual engagement (page views, email opens)
  • Combined insight = High-value accounts with engaged stakeholders

A qualified account (firmographics) with a hot lead (engagement) is your highest priority.

Common Use Cases​

Enterprise Sales​

Track multiple stakeholders across long sales cycles:

  • Identify all contacts at target accounts
  • Monitor which departments are engaging
  • See when champions emerge
  • Coordinate sales and marketing touchpoints

Partner Programs​

Manage accounts across partner relationships:

  • Track engagement by partner-referred accounts
  • Score accounts based on partner tier
  • Notify partners of account activity

Customer Expansion​

Identify expansion opportunities:

  • Track engagement across existing customer accounts
  • Spot new departments showing interest
  • Identify potential champions for upsells
  • Monitor account health indicators

Pipeline Acceleration​

Focus resources on ready accounts:

  • Filter for high-score + high-engagement accounts
  • Track surge behavior indicating buying intent
  • Prioritize outreach to most engaged accounts

Troubleshooting​

Leads Not Grouped into Accounts​

Problem: Leads are showing up individually instead of grouped by account.

Solution: Ensure leads have account_id set:

  • Include account_id in tracking events
  • Set account_id via API or CSV import
  • Create Profile Mappings that derive account_id from email domain

Account Scores Not Updating​

Problem: Account scores remain at 0 or don't change.

Solution:

  • Verify Account Scoring Rules are created and enabled
  • Check that Account Field Mappings are configured
  • Ensure account metadata is being populated from events
  • Confirm primary ruleset is selected

Missing Account Metadata​

Problem: Account details are blank or incomplete.

Solution:

  • Configure Account Field Mappings to extract data from events
  • Include company properties in your event payloads
  • Import account data via CSV with account metadata
  • Use enrichment integrations to populate firmographic data

API Access​

All ABM features are available via API. See the ABM API Documentation for:

Next Steps​