Struggling to get the right leads for your SaaS security company? You’re not alone. Marketing in this space is tough—too many campaigns bring in junk leads that go nowhere, and leadership wants results now. If you don’t start driving pipeline fast, your job could be on the line.
That’s where Account-Based Marketing (ABM) changes the game. Instead of wasting budget on broad campaigns, you target the exact companies and decision-makers that actually matter. With the right tech stack, you’re optimizing for engagement, conversions, and real sales—not just vanity metrics.
At Connection Marketing, we’ve helped security SaaS companies land the biggest Fortune 1000 accounts, managing over $1.75 million in ad spend and diving deep into 800+ pages of research on what works (and what doesn’t) in security marketing. We know how to get results fast—let’s make sure you do, too.
Here are ten essential tips for executing ABM marketing with Connection Marketing’s MarTech stack, which includes Google Ads, Meta, Seamless.ai, Connected TV (CTV), Dealfront, and 6Sense.
1. Use Google Ads for High-Intent Search Targeting
Google Ads is crucial for capturing high-intent prospects. At Connection Marketing, we use Google’s advanced targeting capabilities to ensure security professionals searching for solutions find your brand at the right moment. Utilize:
- Custom Intent Audiences: Target users actively researching cybersecurity solutions.
- Competitor Bidding: Capture traffic searching for competitor security SaaS tools.
- YouTube Retargeting: Reinforce brand awareness with video ads to prospects who previously visited your site.
2. Leverage Meta for Retargeting and Social Proof
Meta (Facebook & Instagram) offers precise targeting capabilities that are essential for ABM campaigns. Key strategies include:
- Retargeting Decision-Makers: Serve ads to IT security leaders who have engaged with your website.
- Lookalike Audiences: Expand reach by targeting professionals similar to existing customers.
- Thought Leadership Content: Share cybersecurity reports and webinars to establish credibility.
3. Seamless.ai for Building Hyper-Targeted Contact Lists
Connection Marketing integrates Seamless.ai, an AI-driven sales intelligence platform, to help teams build hyper-targeted lead lists with precision.
- Find Decision-Makers: Identify CISOs, security architects, and IT directors at Fortune 1000 firms.
- Enrich Contact Data: Get verified emails and direct phone numbers to enhance outreach effectiveness.
- Integrate with CRM: Sync leads with HubSpot or Salesforce for seamless follow-up.
4. Connected TV (CTV) for Brand Lift and Multi-Touch Engagement
Connection Marketing employs Connected TV (CTV) advertising to help security SaaS companies reach executives in a premium, non-disruptive format.
- High-Impact Video Ads: Engage CISOs and IT leaders while they consume business or technology content.
- Pixel-Based Retargeting: Reinforce messaging by retargeting viewers across web and mobile.
- Strategic Placements: Advertise on security-focused channels, such as Bloomberg or TechCrunch TV.
5. Dealfront for European Market Penetration and B2B IP Targeting
Dealfront (formerly Leadfeeder) is a robust tool for identifying and engaging website visitors, especially in the EU market.
- Account-Based Web Tracking: See which Fortune 1000 companies are visiting your site.
- Firmographic Data: Gain insights into industry, company size, and buying intent.
- Automated Outreach: Send targeted follow-ups via LinkedIn and email.
6. Align Sales and Marketing with Real-Time Data Sharing
Sales and marketing teams must collaborate using shared data. Connection Marketing ensures seamless integration of CRM, ad platforms, and lead intelligence tools to:
- Track multi-channel engagement of target accounts.
- Adjust campaigns based on real-time performance insights.
- Personalize outreach with dynamic email and LinkedIn messaging.
7. Personalization at Scale with Dynamic Content
ABM success depends on delivering the right message to the right person. Implement:
- Personalized Landing Pages: Adjust messaging based on the visitor’s company.
- Dynamic Ad Creatives: Show tailored offers based on job role and intent.
- Custom Email Sequences: Nurture leads with personalized security insights.
8. Continuous Optimization with A/B Testing
At Connection Marketing, continuous A/B testing is at the core of every campaign. Testing different ad variations ensures ongoing optimization. Focus on:
- Ad Copy Variations: Test security pain points vs. compliance benefits.
- Creative Testing: Experiment with animations, explainer videos, and testimonials.
- Landing Page Performance: Optimize CTAs, form fields, and messaging.
9. Leverage First-Party Data to Improve Retargeting Efficiency
As third-party cookies phase out, leveraging first-party data becomes essential.
- Upload Customer Match Lists to Google Ads and Meta for precise targeting.
- Use On-Site Behavioral Data to adjust messaging based on user activity.
- Incorporate Intent Signals from Seamless.ai and Dealfront for predictive outreach.
10. 6Sense for Predictive Analytics and AI-Driven Targeting
Connection Marketing leverages 6Sense’s AI and predictive analytics to enhance ABM effectiveness by:
- Identifying Anonymous Visitors: Reveal high-intent accounts engaging with your brand.
- AI-Powered Predictions: Use intent data to prioritize accounts most likely to convert.
- Automated Outreach: Deliver hyper-personalized content at the right stage of the buyer’s journey.
The Future of ABM for SaaS Security Companies
With cybersecurity threats evolving, Fortune 1000 companies are looking for trusted solutions. A well-executed ABM strategy—powered by Google Ads, Meta, Seamless.ai, Connected TV, and Dealfront—positions security SaaS providers for success. Connection Marketing’s deep expertise in security marketing, with millions in managed ad spend and extensive industry research, ensures that our clients stay ahead of the curve.
Want to land high-value security accounts? Let’s build your ABM campaign today.
