Account-Based Marketing (ABM) can be powerful. It helps you focus on the right people at the right companies. But when done wrong, it can feel… creepy. Like someone watched your every move online. That’s not a good look for businesses.
Luckily, there’s a better way. You can make ABM useful, ethical, and still very effective. And it doesn’t have to weird people out. Let’s explore how.
Table of Contents
What Is ABM, Really?
First things first. ABM is a marketing approach that targets specific businesses. Not just vague groups or industries. You make personalized campaigns for the people who matter at those companies.
It’s like fishing with a spear instead of a net. More focused. Less waste. Better results.
Why Does ABM Feel Creepy Sometimes?
It’s all in the execution.
- Personalized ads that feel too personal
- Messages that mention private activity (like a webinar you attended yesterday)
- Calling someone’s desk within minutes of them visiting your website
These things might work short-term. But they leave a bad taste. People wonder, “How did they know that?”
Let’s Make ABM Better
To be successful and respectful, ABM needs a few key ingredients:
- Transparency: Tell prospects how you got their info.
- Helpfulness: Offer value, not just sales pitches.
- Respect: Don’t cross the line from personalized to invasive.
Let’s dig into these pillars of non-creepy ABM.
1. Transparency Wins Trust
People like to know what’s going on. If you got their name from a trade show list, say so. If they downloaded an eBook, reference that. Be clear about why you’re reaching out.
Here’s a simple example:
“Hi Sarah, I noticed you downloaded our guide on data security last week. I’d love to hear what you thought of it and see if we can help.”
That feels natural. Not sneaky.
2. Add Value First
No one likes to be pitched right away. Especially not in the first LinkedIn message or email.
Instead, try to share something useful:
- A blog post that solves a problem
- A checklist tailored to their industry
- A relevant webinar or event invite
This builds goodwill. It shows that you understand their world.
People are more likely to listen when they feel you’re helping, not selling.
3. Keep It Ethical
This part is key. ABM can involve data and tracking — but that doesn’t mean you should use all of it.
- Don’t stalk people across the internet
- Don’t use personal data unless it was shared with consent
- Don’t message someone 5 minutes after they click a link
If it feels like something would make your grandma uncomfortable, maybe don’t do it.
Use company-level signals instead of personal behavior when possible. For example:
- “Hey, I noticed someone from your company checked out our case study.”
That’s way less creepy than “You opened our email but didn’t click the link.”
4. Use Smart Content, Not Stalker Content
Personalized content = good. Overly personal = bad.
Great ABM uses smart content that feels like it was made just for a specific company or role. You can:
- Mention industry trends
- Reference company goals (from earnings reports or news)
- Tailor case studies to similar companies they respect
This shows you did your homework. Without spying.
5. Build a Human Connection
No one wants to talk to a marketing robot. Be real. Use a friendly tone. Customize your outreach just enough to show effort — but keep it human.
Example of a good message:
“Hi James, I saw that your team is expanding into healthcare. We’ve helped a few other B2B companies in that space and I’d love to share some insights. Are you open to a quick chat?”
This isn’t aggressive. It’s helpful and personal — without being invasive.
6. Let Them Opt In
True ABM pros know that the best leads are willing leads. Give people a chance to raise their hand.
You can:
- Offer gated but valuable content
- Use retargeting with soft touches (like content, not CTAs)
- Add low-friction ways to engage
People like to feel in control. Respect that, and they’ll trust you more.
7. Track Smart. Don’t Creep.
Analytics are important. But you don’t need to track every mouse movement.
Instead, focus on:
- Which accounts are engaging (at the company level)
- Which pages or topics are most visited
- Which campaigns get signs of real interest
A good ABM platform can show what matters — without overstepping boundaries.
8. Collaborate with Sales the Right Way
Sales and marketing should work together. But that doesn’t mean handing over every click and view to the sales team.
Instead, let sales know when accounts are engaging broadly. Then guide them on the right approach and timing.
Too soon = annoying.
Too often = stalking.
Right time = value.
9. Measure the Right Stuff
Instead of just counting clicks or impressions, track things like:
- Marketing-qualified accounts (MQAs)
- Meetings booked and attended
- Sales cycle speed
- Deal size increases
These are the signs of a healthy, respectful ABM program driving real value.
Ethical Can Still Be Effective
You don’t have to choose between results and doing the right thing. In fact, when you treat people well, they’re much more likely to say yes.
Great ABM is:
- Fundamentally helpful
- Respectful of privacy
- Focused on real value
That’s how you build long-term trust. And win long-term deals.
Final Thoughts
ABM doesn’t have to be creepy. It can be cool, thoughtful, and effective all at once. It just takes the right mindset — and a little empathy.
Think less like a spy. More like a helpful guide.
Be clear. Add value. Respect your audience. When you do that, everyone’s happier — including your revenue team.
Ethical ABM isn’t just possible. It’s the future.
Ready to get started?