No Data Is Data

This one’s for the account-based marketing leaders—the ones who live and breathe segmentation, engagement, and campaign metrics.

You’ve got a killer campaign running.
Your account-level data looks solid.
Engagement is trending up. Clicks are happening. Ads are landing.

But then you look closer.
You open the CRM.
And for one of your key accounts, the contact-level data is... silent.

Nothing.

No opens. No sessions. No signals. Just… blanks.

Here’s the truth: no data is data.
It’s telling you something. Loudly.

What That Silence Really Means

If you’re getting traction at the account level but nothing is showing up on the contact level, that’s not a win—it’s a red flag.

It means one of a few things:

• You're talking to the account, but not the right people.
  
• Your CRM is missing key contacts entirely.
  
• Lead scoring isn’t surfacing the right names.
  
• The data is stale—or worse, dead.
  
  

And that matters, because all the engagement in the world doesn’t move pipeline if sales doesn’t have a human to talk to.

Great Campaigns Don’t Close Deals. Conversations Do.

Let’s not forget what this is all for: ABM is a team sport. You can run the most beautifully orchestrated campaign, hit all the right touchpoints, and still miss the mark if sales doesn’t know who to call—or if there’s no one in the system to call at all.

That’s the moment to pause and ask:

• When was the last time this account’s contact list was refreshed?
  
• Are we relying on roles and personas that no longer exist?
  
• Have we aligned with the account owner to fill in the real gaps?
  
  

It’s not just about more names. It’s about the right ones.

The Fix? Simple. Not Easy.

Here’s what to do when the data’s not talking:

1. Sweep for contacts. Look beyond the obvious. Check LinkedIn, review org charts, revisit intent tools.
   
2. Update your CRM. If it’s not in your system, it’s not in your strategy.
   
3. Collaborate with sales. Not after the fact. Right now. Identify who matters most at that account, together.
   
   

This is where ABM shifts from campaign mode to reality check. From dashboards to deal tables.

No data is a signal. Are you listening?

Because in ABM, silence doesn’t mean success. It means you’re not close enough yet. And closing that gap starts with facing the void and asking, “Who’s missing?”

That’s where the real work begins.
And when sales and marketing are aligned around that question—that’s when the lights come on.

Want help identifying the gaps in your target accounts? Let’s talk. Found&Chosen is built for this.