Why account-based marketing is essential for B2B growth
Account-based marketing is all about focus. Traditional lead generation casts a wide net and hopes for volume. ABM does the opposite: you select the companies that best fit your profile and direct all your efforts towards them.
The benefits are measurable. Companies with an ABM strategy report on average 38% higher conversion rates. Sales and marketing work closely together, leading to shorter deal cycles and higher deal values.
The secret? Personalisation. When you know that a specific company from your target segment is visiting your website, you can take immediate action. No wasted energy on cold prospecting. No generic messages that land nowhere.
Leadinfo makes this possible by providing real-time insight into which companies are showing interest. You don’t just see that there’s a visitor – you see which company it is, what they’re viewing and how often they return.
Step 1: Identify your ideal customer profiles (ICP)
The foundation of successful account-based marketing is a sharp ideal customer profile. Without a clear ICP, you’re shooting in the dark.
Start with your best existing customers. Analyse which patterns you see: industry, company size, revenue, technology stack. Use your CRM data to quantify these insights. Which companies have the highest lifetime value? Which convert fastest?
Involve your sales team. They know from experience which accounts run smoothly and which get stuck. Often you’ll see that the best deals come from companies with specific characteristics: a certain size, a growth phase, or a concrete pain point.
Create a target account list. These are the companies you want to actively pursue. The more specific, the better. “IT companies in Europe” is too vague. “SaaS companies with 50-200 employees in the UK actively growing” works.
Step 2: Recognise which companies visit your website
Your target accounts are set. Now comes the power of Leadinfo: you see when these companies visit your website.
Leadinfo runs entirely cookieless. The platform identifies companies based on IP address and network metadata. No cookies, no fingerprinting, no personal data. 100% GDPR-compliant, hosted in the EU.
What do you see exactly? As soon as a company visits your site, it appears in your Leadinfo dashboard. You see the company name, sector, size, location and contact details. More importantly: you see which pages they view, how long they stay and how often they return.
This changes everything for ABM. Imagine: a company from your target list visits your pricing page and views three case studies. That’s a powerful buying signal. Converting website visitors into customers starts with this kind of real-time insight.
The identification rate is between 35-40%, the highest in Europe. That means out of every 100 B2B visitors, you can identify 35-40 companies. For ABM, that’s gold.
Step 3: Segment accounts based on buyer intent
Not every visit is equal. A company that views your homepage once is different from an account that returns five times and studies your integration pages.
Leadinfo’s lead scoring helps you distinguish. The system scores based on:
- ICP match (does the company fit your ideal profile?)
- Behavioural signals (which pages, how often, how recent?)
- Intent signals (are they viewing pricing, demo, product specs?)
Filter on these signals to identify your hot accounts. Accounts viewing your demo page clearly have interest. Accounts returning multiple times show sustained engagement.
Automate alerts for high-intent moments. Set up Slack or email notifications when a target account visits a key page. This allows sales to take immediate action whilst the iron is hot.
For marketing, this means you can prioritise campaigns. Focus retargeting and nurture flows on accounts with proven interest. A winning lead generation strategy combines volume with focus.
Step 4: Activate personalised campaigns
Now you know which accounts are showing interest, activate personalised campaigns.
Sync your identified accounts to your CRM. Leadinfo integrates with 70+ tools: HubSpot, Salesforce, Pipedrive, Microsoft Dynamics and more. New accounts appear automatically in your CRM with complete company data.
Set up cookieless retargeting campaigns. Upload your list to LinkedIn Matched Audiences or Google Ads Customer Match. This allows you to retarget anonymous company visitors at company level – without cookies, purely based on company information.
Personalise your message. If you know a SaaS company is viewing your integration pages, send content about API connections. If a manufacturing company is reading your case studies, follow up with relevant success stories from that sector.
Use Slack integrations for direct sales alerts. As soon as a hot account returns, the responsible sales rep gets a notification. No waiting days for a weekly report – immediate action at the right moment.
Leadinfo’s customers often see significant results through this real-time activation. Shorter response times and more relevant outreach lead to higher conversions.
Step 5: Measure results and optimise your ABM strategy
Account-based marketing requires continuous optimisation. Measure what works and refine your approach.
Track conversions of identified accounts. How many of your target accounts visit your site? How many become opportunities? How many actually close? Leadinfo’s reports provide insight into this funnel.
Analyse which content and channels work best. Do you see that accounts from LinkedIn convert more often than from Google Ads? Then shift budget. Do you see that certain blog posts attract many target accounts? Create more of that type of content.
Use Leadinfo’s dashboards for ROI insight. You see exactly how much pipeline comes from identified website visitors. This makes the business case for ABM measurable and defensible.
Refine your ICP based on data. Perhaps companies with 50-75 employees convert better than those with 100-200. Or you see that certain sectors decide faster. Adjust your targeting based on these insights.
ABM isn’t a “set and forget” strategy. It’s a cycle of targeting, activation, measurement and refinement. Leadinfo gives you the data to run this cycle effectively.
How Leadinfo strengthens your ABM strategy
Leadinfo is built for modern B2B marketing. The platform combines visitor identification with practical ABM functionality.
Real-time company identification without cookies
Leadinfo runs entirely cookieless. You can enable cookieless tracking in your account settings. The platform then recognises companies based on their IP address instead of cookies. Note: some functionalities such as session grouping and screen recordings are then no longer available. For basic ABM – who visits my site, what do they view – cookieless tracking is fully sufficient.
Automatic CRM integration with 70+ tools
No manual exporting. Leadinfo synchronises automatically with your existing tech stack. HubSpot, Salesforce, Pipedrive, ActiveCampaign – the key tools are directly connected.
EU-only hosting and ISO 27001 certification
Privacy isn’t an afterthought. Leadinfo hosts exclusively in the EU (Ireland and Frankfurt). No US data transfers. ISO 27001:2022 certified, annually audited. Fully GDPR-compliant: only company data, never personal information.
35-40% identification rate, highest in Europe
Most visitor identification tools identify 20-30% of B2B traffic. Leadinfo consistently achieves 35-40%, thanks to a proprietary European company database with 220M profiles.
All this makes Leadinfo the ideal partner for account-based marketing in Europe.
Frequently asked questions
What is account-based marketing?
Account-based marketing (ABM) is a B2B strategy where you direct marketing and sales towards specific high-value companies instead of broad lead generation. You identify ideal customer profiles, select target accounts and create personalised campaigns per account. This leads to higher conversion rates, better team alignment and more efficient budget use.
How does Leadinfo identify companies on my website?
Leadinfo uses cookieless technology based on IP address and ASN (Autonomous System Number) mapping. The platform compares visitor data with a proprietary database of 220M European companies. This happens fully automatically and in real-time. You see company name, sector, size and behaviour without cookies or personal data. The identification rate is between 35-40%, the highest in Europe for B2B traffic.
Can I integrate Leadinfo with my existing marketing tools?
Yes, Leadinfo has 70+ integrations with popular marketing and sales tools. Think HubSpot, Salesforce, Pipedrive, Microsoft Dynamics, ActiveCampaign, Mailchimp and more. Identified companies are automatically synchronised to your CRM. You can also set up Slack and Microsoft Teams integrations for real-time alerts when target accounts visit your site.
Is Leadinfo suitable for small businesses?
Leadinfo works effectively for B2B companies from approximately 300 website visitors per month. Whether you’re SMB, mid-market or enterprise: if you have B2B traffic, Leadinfo delivers valuable insights. Many small B2B companies use Leadinfo to grow more efficiently through focus on the right accounts. You can start with a free trial to test whether it suits your traffic.
What about privacy and GDPR compliance?
Leadinfo is 100% GDPR-compliant. The platform processes only company data, never personal information. No cookies are used for identification. All data is hosted in the EU (Ireland and Frankfurt) without transfers to the US. Leadinfo is ISO 27001:2022 certified and annually audited. Identification happens based on Article 6(1)(f) GDPR – legitimate interest.
