In the first episode of Base Camp, we explored how to set up a CRM correctly for your business.
In this second episode, let’s go a step further into B2B marketing—specifically Account-Based Marketing (ABM) and list-based marketing.

The difference is simple:

• List-based marketing is about loading large databases and running broad outreach.
• ABM is about focusing on a defined set of accounts, mapping stakeholders, and engaging them deeply.

If you’re selling to enterprises or looking at retention and relationship growth, ABM is the way forward.

Here’s the step-by-step process I recommend to set up ABM inside a CRM like Kylas:

Step 1: Identify and Import Your ICPs

Start with your Ideal Customer Profile (ICP)—by industry, geography, company size, and role.
To build this database:

• Use integrations with Apollo, ZoomInfo, EazyLeadz, or your own scrapers via n8n.
• Import directly into your CRM. Each company + primary contact becomes a lead for outreach.

Step 2: Segment and Clean Your Database

Segment your accounts by:

• Industry or geography
• Contact seniority and role (HR leaders for HR tech, sales heads or CEOs for CRM software)
• Leadership contacts for brand recall

Before outreach, clean the data:

• Verify if contacts are still with the company via LinkedIn
• Update records in CSV/Excel and re-upload
• Use tools like ZeroBounce to validate emails and reduce bounce rates

Step 3: Define Your Sales Process and Pipelines

Different GTM motions need different pipelines. Examples:

• Enterprise team vs SMB team
• Email-driven vs outbound-calling teams
• Channel partners pipeline for nurturing and tracking

Create pipelines that mirror your sales process, not the other way around.

Step 4: Map Engagement Triggers and Scoring

Every engagement is a signal. Define which matter:

• Email opens and clicks
• WhatsApp reads and replies
• Calls answered vs ignored

Use positive and negative scoring:

• +20 for an email opened
• –10 for repeated missed calls

Set workflows that nudge reps to act—switch channels if one goes cold.

Step 5: Connect Campaign Channels

Integrate with Meta and Google to run custom and look-alike campaigns directly from CRM.
Tools like Warmly can identify companies visiting your website; add these accounts into your pipeline and increase their score immediately.

Step 6: Personalize Outreach at Scale

ABM is only effective if outreach feels personal:

• Use AI-powered email and WhatsApp drafting to insert variables like {{First Name}}, {{Company Name}}, and even recent company news.
• Warm up sending accounts; start small and scale gradually to avoid blacklisting.
• Sequence outreach across channels—email, WhatsApp, IVR calls—using workflows.

AI chatbots can now manage WhatsApp replies, making first responses instant and contextual.

Step 7: Automate Workflows

Automation scales ABM. With workflow engines:

• Auto-assign high-intent accounts to the right reps
• Trigger reminders and follow-ups based on engagement
• Integrate with external AI agents via n8n or APIs

The principle: signals in → actions out.

Step 8: Build a Strong Scoring Engine

Design scoring rules across channels:

• Email opened → +20
• WhatsApp replied → +30
• Website visit + form fill → +40

Loop workflows into scoring to capture the true engagement picture.

Step 9: Launch and Track Campaigns

Once campaigns are live, monitor what’s working:

• Which accounts are warming up
• Where drop-offs happen
• What content triggers responses

Push warm accounts into Deal pipelines, and use the Kanban view to visualize pipeline velocity.

Step 10: Reporting & Insights

Standard CRM reports show aggregates; ABM needs time-based insights.
Export to BI tools like Looker Studio or Mixpanel for daily/weekly trend tracking.

Key reports to monitor:

• Pipeline velocity
• Conversion ratios
• Account engagement trends
• Rep-level performance

Step 11: Layer AI for Efficiency & Coaching

With AI features now embedded into CRM:

• Call recording and transcription create coaching material
• Sentiment analysis scores sales calls to identify training needs
• Campaign module tracks email, WhatsApp, and soon Meta/Google ads—all inside the CRM

Final Thoughts

Setting up ABM isn’t about adding another tool. It’s about aligning data, outreach, automation, and reporting in one system.

With a well-structured CRM setup, you’ll know exactly:

• Which accounts to pursue
• Which stakeholders to engage
• Which campaigns are paying off

And most importantly—you’ll stop wasting energy on the wrong leads, and start compounding growth with the right accounts.