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.

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Features

For Sales Manager:

For Sales Reps:

Industry

Resources

Base Camp Episode 2: How to Set Up Account-Based Marketing (ABM) in Your CRM

Step 1: Identify and Import Your ICPs

Step 2: Segment and Clean Your Database

Step 3: Define Your Sales Process and Pipelines

Step 4: Map Engagement Triggers and Scoring

Step 5: Connect Campaign Channels

Step 6: Personalize Outreach at Scale

Step 7: Automate Workflows

Step 8: Build a Strong Scoring Engine

Step 9: Launch and Track Campaigns

Step 10: Reporting & Insights

Step 11: Layer AI for Efficiency & Coaching

Final Thoughts

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

Mr. Vikram Kotnis, Founder & CEO of Kylas

Tags In

Growth with Kylas – Intermediate Episode 3: How to Set Up Marketing Correctly in Your CRM

Base Camp Episode 3: How to Set Up CRM for B2C Businesses on Kylas

Base Camp Episode 1: How to Setup CRM for your Business | A Founder’s Playbook

For Sales Manager:

For Sales Reps:

Base Camp Episode 2: How to Set Up Account-Based Marketing (ABM) in Your CRM

Step 1: Identify and Import Your ICPs

Step 2: Segment and Clean Your Database

Step 3: Define Your Sales Process and Pipelines

Step 4: Map Engagement Triggers and Scoring

Step 5: Connect Campaign Channels

Step 6: Personalize Outreach at Scale

Step 7: Automate Workflows

Step 8: Build a Strong Scoring Engine

Step 9: Launch and Track Campaigns

Step 10: Reporting & Insights

Step 11: Layer AI for Efficiency & Coaching

Final Thoughts

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

Mr. Vikram Kotnis, Founder & CEO of Kylas

Tags In

Growth with Kylas – Intermediate Episode 3: How to Set Up Marketing Correctly in Your CRM

Base Camp Episode 3: How to Set Up CRM for B2C Businesses on Kylas

Base Camp Episode 1: How to Setup CRM for your Business | A Founder’s Playbook

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