Account-Based Marketing (ABM)

Scale Plan

Account-Based Marketing (ABM) focuses your sales and marketing on a defined set of high-value target companies. Zenovay doesn't ship a dedicated "ABM module," but its B2B Company Identification feature gives you the engagement data an ABM motion runs on: which companies are visiting your site, what they're looking at, and how often they come back. You then act on that signal in your own outreach and CRM workflows.

What ABM looks like in Zenovay

A typical loop:

1. Identify which companies visit your site (the Companies tab).
2. Review a company's engagement: visit frequency, pages viewed, time on site, locations.
3. Export the company list as CSV for your CRM or sales tooling.
4. Act on it in your own outreach, scoring, and pipeline tools.

Zenovay supplies steps 1 and 2 (the data and visit history) and step 3 (the export). Account scoring, tiering, and CRM sync happen in your tools, not inside Zenovay.

Finding target accounts

Open the Companies tab

1. Open your website's dashboard from Domains.
2. Select the Companies tab (under the Behavior group in the sidebar).

You'll see every company Zenovay has matched to your traffic, with:

• Company name and domain
• Industry, employee count, and revenue range (firmographic data)
• Visit count, unique visitors, and page views
• Average session duration
• First seen and last seen dates
• City and country

Search, filter, and sort

Use the search box to find a specific company, filter by industry, and sort by visits, last visit, or confidence score (how confident the match is). This is how you focus the list on the accounts that matter to you, rather than maintaining a separate "target account list" inside Zenovay.

Reading account engagement

Click any company in the list to open its detail view. This is where you judge how engaged an account is. The detail view shows:

• Engagement stats — total visits, unique visitors, page views, and last seen
• Visit activity — a chart of visits over time
• Visitor locations — where the company's visitors are coming from
• Top pages — the pages this company has viewed
• Device breakdown — desktop, mobile, and tablet
• Recent activity — the company's most recent visits
• Company insights — enrichment source, first seen, and last seen

Use these signals the way you'd score an account manually: repeat visits, depth (page views per session), and visits to high-intent pages like pricing or a demo request all suggest a warming account.

Spotting multiple visitors from one account

The detail view shows unique visitors for a company. Several distinct visitors from the same company over a short window is a strong signal that more than one person is evaluating you, which is often a sign of a buying committee forming. Pair this with top pages to see what they're collectively focused on.

Exporting accounts for sales

The Companies tab can export the full company list as CSV for use in your CRM, spreadsheet, or sales-engagement tool.

1. On the Companies tab, open the export menu.
2. Choose Export CSV.

The export includes, per company:

Company Name, Domain, Industry, Employee Count, Revenue Range,
Visits, Unique Visitors, Page Views, Avg Session Duration (s),
Source, First Seen, Last Seen, City, Country

From there you can import the file into Salesforce, HubSpot, Pipedrive, or any tool that accepts CSV, and apply your own account tiers, scoring, and routing.

Connecting the data to outreach

Because Zenovay supplies the engagement signal and your tools handle the campaign side, a practical ABM workflow looks like this:

• Tier accounts in your CRM, not in Zenovay. Keep your target list and priority tiers where your sales team already works.
• Use UTM parameters on your ABM ads and emails so you can see, in the standard analytics tabs, which campaigns drove the target-account visits. For example:

https://yoursite.com/?utm_source=linkedin&utm_medium=sponsored&utm_campaign=abm_q3

• Watch the Companies tab regularly (or export on a cadence) to catch newly engaging accounts, then hand them to sales.
• Cross-reference top pages so reps can reference exactly what an account looked at when they reach out.

Best practices

Keep your target list in your CRM

Maintain named accounts and tiers in your CRM. Use Zenovay to answer "which of these are actually visiting, and what are they looking at?"

Act on fresh engagement

Sort the Companies tab by last visit to find accounts that are active right now. Recency is usually the strongest buying signal.

Tag campaigns with UTMs

Consistent UTM tagging lets you connect ABM spend to real on-site engagement in the analytics tabs, even though account-level attribution lives in your CRM.

Troubleshooting

A target account isn't showing up

Company Identification matches business IP addresses. An account may not appear if:

• Its visitors are on a VPN or residential/remote connection
• The visit hasn't happened yet, or fell outside your plan's data retention window
• The company is a subsidiary registered under a different domain

See the company identification article for how matching and confidence scoring work.

Engagement looks lower than expected

• Confirm the tracking script is installed and firing on the pages that matter.
• Check that your ABM campaign traffic is actually reaching those pages (UTM links resolve correctly).
• Remember that only business-network visitors are matched, so consumer or remote traffic won't appear here.

A match looks wrong

Sort by confidence score to see how strong each match is. Lower-confidence matches are more likely to be approximate. Filtering them out gives you a cleaner working list.

Next steps

• B2B company identification
• Company visit history
• Identified users & CRM