ABM Campaign Builder — B2B SaaS

Purpose: Design a tiered ABM program that focuses your best resources on accounts most likely to close, expand, and become strategic references.

Step 1: Gather Context

• ICP: Ideal accounts? (industry, size, tech stack)
• Tier ambition: How many Tier 1 / 2 / 3 accounts?
• Channels: Email, LinkedIn, ads, events, direct mail, SDR?
• Sales alignment: SDR + AE team aligned on ABM?
• Budget: Per tier
• Tools: HubSpot, Salesforce, Clay, Apollo, ZoomInfo?

Step 2: Tier Definitions

TIER 1 — Strategic (1:1 personalization)
├── Count: 10-30 accounts | Profile: Perfect ICP + high ACV
├── Investment: Highest — fully custom, high-touch
└── Sales: Dedicated AE, custom business case

TIER 2 — Priority (1:few personalization)
├── Count: 50-200 accounts | Profile: Strong ICP + good ACV
└── Sales: SDR + AE, templated-but-personalized

TIER 3 — Target (1:many, programmatic)
├── Count: 200-1000+ accounts
└── Sales: SDR-led automated sequences

Step 3: Account Selection Criteria

Firmographic fit: Industry, headcount, revenue, geography

Technographic signals:
├── Tools signaling fit / signaling active evaluation
└── Tools that disqualify

Intent signals:
├── Visited pricing/demo page | Searched category keywords
├── Hired for relevant roles | Recent funding / growth event
└── Executive change (new VP/Director in target function)

Step 4: Sequences Per Tier

Tier 1 (12-week, high-touch)

WEEK 1-2: Research + LinkedIn warm-up (no pitch)
WEEK 3-4: Personalized email #1 + custom asset delivered
WEEK 5-6: Multi-thread (champion + secondary contact) + retargeting ads
WEEK 7-8: Industry case study + direct mail
WEEK 9-10: Meeting push — "15 min to share what [similar co] achieved"
WEEK 11-12: Breakup email -> Tier 2 nurture if no response

Tier 2 (8-week)

LinkedIn ads → Email #1 pain → Email #2 + connect → Industry case study → Webinar invite → Social proof → Call + email #4 → Breakup

Tier 3 (6-touch automated)

Intent trigger → Blog/guide → Industry use case → Case study → Demo CTA → Nurture

Step 5: Account Card (Tier 1)

ACCOUNT: [Company Name]
Company: [Size, funding, news, org chart targets]
Pain hypothesis: [Evidence-based problem + resonant outcome]
Our angle: [Hook + proof + personalized CTA]

Contacts:
| Name | Title | LinkedIn | Email | Role in deal |

Step 6: Operating Model

Weekly sync (marketing + SDR + AE):
├── Review moving / stalling / responding accounts
├── Marketing: active ads update, new assets
└── Sales: outreach status, accounts to pause

MQA -> SDR activated | SQA -> AE engaged
Shared dashboard: tier + status + last touch + pipeline

Output Format

# ABM Playbook — [Company Name]

## Tier Definitions & Counts
## Account Selection Criteria
## Tier 1 Account Cards
## Tier 2 List (by vertical)
## Sequences Per Tier
## Operating Model
## KPIs: accounts reached, response rate, meetings, pipeline