Run a targeted account-based marketing campaign from ICP definition to pipeline optimization. Covers account selection and tiering, research and personalization, multi-channel orchestration, sales coordination, and measurement. Built for B2B SaaS companies pursuing $50K-$200K ACV deals at mid-market and enterprise accounts. Enriched with best practices from 6sense, Demandbase, Snowflake ABM case studies, Gong outreach data, Sendoso direct mail economics, and Salesforce Campaign Influence attribution.
Covers: Sprint Design & Economic Guardrails, ICP & Target Account List, Tier Structure & Budget, ABM Tech Stack & Baselines.
Define ABM Sprint Objectives and Economic Guardrails
Define ABM Sprint Objectives and Economic Guardrails
Write a one-page sprint brief defining sourced pipeline, influenced pipeline, and spend ceilings by tier before any campaign work begins.
Build an ICP Scoring Model with Disqualifiers; Create a Clean Target Account Universe; Build the Target Account List Using Intent Data; Score and Rank Accounts for Final List Approval
Build an ICP Scoring Model with Disqualifiers
Build a data-driven ICP by reverse-engineering your best customers across firmographic, technographic, behavioral, and financial dimensions, then add explicit disqualifiers.
Create a Clean Target Account Universe
Deduplicate by domain, map parent-child hierarchies, and enforce ownership fields so account matching and reporting is reliable.
Build the Target Account List Using Intent Data
Combine ICP scoring with real-time intent signals and engagement history to produce a dynamic target account list of 100-500 accounts ranked by fit and timing.
Score and Rank Accounts for Final List Approval
Apply a composite scoring model that combines ICP fit, intent signals, and relationship strength, then get joint marketing-sales sign-off on the final ranked list.
Design the Three-Tier ABM Structure with Budget Allocation; Map Buying Committees for Tier 1 and Tier 2 Accounts; Implement Suppression and Exclusion Logic
Design the Three-Tier ABM Structure with Budget Allocation
Define the 1:1, 1:Few, and 1:Many tier structure with clear criteria for tier assignment, required assets per tier, spend ceilings, and resource allocation.
Map Buying Committees for Tier 1 and Tier 2 Accounts
Identify 5-10 key stakeholders per target account including their role in the buying decision, communication preferences, and pain points.
Implement Suppression and Exclusion Logic
Prevent wasted touches by suppressing customers, sensitive opportunities, escalations, competitors, and ownership conflicts across all ABM channels.
Select and Configure the ABM Technology Platform; Assemble the Supporting ABM Tool Stack; Establish ABM Baselines Before Launching Plays
Select and Configure the ABM Technology Platform
Evaluate and implement the ABM platform that matches your company stage, budget, and sales motion from among the major options.
Assemble the Supporting ABM Tool Stack
Select the complementary tools for personalization, direct mail, conversational marketing, and analytics that integrate with your core ABM platform.
Establish ABM Baselines Before Launching Plays
Measure current-state engagement, meeting creation, and pipeline to create a baseline for incremental lift calculations.
Covers: Account Intelligence, Personalized Asset Creation.
Build Account Research Dossiers with Falsifiable Pain Hypotheses; Identify Trigger Events and Define Trigger Plays; Map the Competitive Landscape Per Account
Build Account Research Dossiers with Falsifiable Pain Hypotheses
Create a structured research brief for each Tier 1 account that starts with a falsifiable pain hypothesis and ends with an offer and CTA.
Identify Trigger Events and Define Trigger Plays
Build a trigger library and map each trigger to a specific message, asset, SDR call script, and response SLA.
Map the Competitive Landscape Per Account
Document incumbent, competitor shortlist, and decision criteria per Tier 1 account and Tier 2 cluster to inform positioning and displacement messaging.
Create Persona Messaging Maps Tied to Account Hypotheses; Build Personalized Landing Pages and Content Hubs; Produce Personalized Videos, Custom ROI Models, and One-Pagers; Design Direct Mail and Dimensional Mail Packages; Build Account-Specific Outreach Messaging
Create Persona Messaging Maps Tied to Account Hypotheses
Build persona-specific narratives and proof blocks that stay consistent across ads, landing pages, email, and calls.
Build Personalized Landing Pages and Content Hubs
Deploy 1:1 landing experiences for Tier 1 and cluster experiences for Tier 2 with trackable conversion paths using Mutiny, Folloze, or Uberflip.
Produce Personalized Videos, Custom ROI Models, and One-Pagers
Create account-specific video messages, ROI calculators, and one-pagers for Tier 1 accounts and persona-targeted content for Tier 2.
Covers: Digital Advertising, Email & Outreach Sequences, Campaign Orchestration.
Launch Account-Targeted Display Advertising; Execute LinkedIn Advertising and Organic Engagement
Launch Account-Targeted Display Advertising
Configure and deploy programmatic display ads targeted at specific accounts and buying committee roles, validating match rates before scaling.
Execute LinkedIn Advertising and Organic Engagement
Deploy LinkedIn Sponsored Content, Sponsored Messaging (Message Ads and Conversation Ads), and Sales Navigator-based organic engagement coordinated with other ABM channels.
Design Multi-Touch SDR/BDR Outreach Cadences; Write Voicemail and Call Scripts for ABM Outreach; Configure Automated Nurture Sequences for Tier 3
Design Multi-Touch SDR/BDR Outreach Cadences
Build tier-specific outreach sequences that combine email, phone, LinkedIn, and video across 15-25 touches over 4-6 weeks.
Write Voicemail and Call Scripts for ABM Outreach
Create structured call scripts and voicemail templates that reference account research and integrate with the email/LinkedIn cadence.
Configure Automated Nurture Sequences for Tier 3
Set up automated email and ad retargeting workflows for Tier 3 accounts that operate without manual SDR involvement until engagement thresholds are crossed.
Build the 12-Week ABM Campaign Sprint Runbook; Orchestrate Cross-Channel Timing and Sequencing
Build the 12-Week ABM Campaign Sprint Runbook
Create a detailed week-by-week execution timeline with stage gates so scale only happens after conversion and follow-up are proven.
Orchestrate Cross-Channel Timing and Sequencing
Create a single coordination map that sequences paid, owned, and human touches around one narrative and one CTA by stage.
Covers: Sales-Marketing Alignment, AE Engagement.
Establish Joint Account Planning Between Marketing and Sales; Define the Marketing-to-Sales Handoff Criteria and SLA Enforcement
Establish Joint Account Planning Between Marketing and Sales
Align on what you will do, for whom, and how you will know it worked, account by account.
Define the Marketing-to-Sales Handoff Criteria and SLA Enforcement
Establish clear, measurable MQA criteria with response SLAs and escalation for missed SLAs.
Design the AE Warm Engagement Playbook and Working Session Format; Implement Account-Level Meeting Prep Kits; Create SDR-to-AE Handoff Workflow; Run Weekly ABM Pipeline Review Meetings
Design the AE Warm Engagement Playbook and Working Session Format
Build the AE's playbook for engaging ABM-warmed accounts, including a standardized working session format that replaces the generic demo.
Implement Account-Level Meeting Prep Kits
Create standardized meeting preparation packages that give AEs full account context before every prospect conversation.
Create SDR-to-AE Handoff Workflow
Define the operational workflow for transitioning an account from SDR-led outreach to AE-led pursuit, including warm introduction protocols.
Run Weekly ABM Pipeline Review Meetings
Establish a recurring cross-functional review that tracks account progression, identifies stalled accounts, and adjusts campaign tactics in real time.
Covers: Account Engagement Scoring, Pipeline Attribution & ROI, Optimization & Learning.
Build the Account Engagement Scoring Model; Track Buying Committee Coverage and Multi-Threading Metrics
Build the Account Engagement Scoring Model
Score accounts using fit, high-intent engagement, buying group breadth, and sales engagement, then recalibrate based on pipeline outcomes.
Track Buying Committee Coverage and Multi-Threading Metrics
Monitor how many buying committee roles are engaged per account and use coverage gaps to direct outreach toward underrepresented stakeholders.
Implement ABM Pipeline Attribution Model; Calculate ABM Program ROI with a Tiered Model
Implement ABM Pipeline Attribution Model
Separate sourced pipeline from influenced pipeline using CRM campaign influence mechanics and explicit program definitions.
Calculate ABM Program ROI with a Tiered Model
Compute ROI using cost per engaged account, cost per meeting, pipeline per dollar, and attributed revenue, segmented by tier and by sourced versus influenced.
Build ABM Dashboards and Reporting Cadence; Run Controlled Experiments with Holdouts; Run the ABM Sprint Retrospective and Update Systems; Optimize Account List and Tier Assignments Quarterly
Build ABM Dashboards and Reporting Cadence
Create weekly operational dashboards and monthly executive dashboards that connect engagement to meetings, pipeline, and revenue.
Run Controlled Experiments with Holdouts
Measure incremental lift by testing offers and channels with holdouts and comparing engagement and pipeline outcomes.
Run the ABM Sprint Retrospective and Update Systems
End each sprint with a postmortem that updates templates, offers, tier economics, and operational guardrails for the next sprint.
Design Direct Mail and Dimensional Mail Packages
Plan physical touchpoints that cut through digital noise for Tier 1 and Tier 2 accounts with auditable cost models and measurable economics.
Build Account-Specific Outreach Messaging
Write tier-appropriate email, LinkedIn, and call scripts that reference account research and map messaging to each buying committee role.
Optimize Account List and Tier Assignments Quarterly
Update ICP weights, rotate low-yield accounts, and promote heated accounts based on validated thresholds and AE confirmation.
