T2D3 ABM Campaign Playbook

Define ABM Sprint Objectives and Economic Guardrails

Treat the ABM sprint as a closed system with a start date, end date, target accounts, and measurable outcomes. 6sense defines ABM campaigns as time-bound initiatives designed to…

Build an ICP Scoring Model with Disqualifiers

Start with your closed-won data, not your aspirations. Pull every deal from the past 18 months and rank by three dimensions: fastest sales cycle, highest ACV, and lowest churn…

Create a Clean Target Account Universe

ABM measurement depends on the ability to tie signals to accounts and buying groups, which breaks when account records are duplicated or fragmented. Build an account hygiene…

Build the Target Account List Using Intent Data

A static account list is a 2020 artifact. In 2026, ABM is powered by intent signals that identify which accounts are actively researching the problems you solve. The goal is no…

Score and Rank Accounts for Final List Approval

The scoring model is where data meets judgment. A purely algorithmic list will include accounts that look perfect on paper but have political or competitive barriers that only…

Design the Three-Tier ABM Structure with Budget Allocation

Tiering makes ABM scalable. Without it, you either over-invest in accounts that do not warrant it or under-invest in accounts that deserve attention. The three-tier model maps…

Map Buying Committees for Tier 1 and Tier 2 Accounts

6sense states buying committees have ballooned to an average of 10-plus stakeholders per deal, each with different priorities and information needs. Gartner reports that…

Implement Suppression and Exclusion Logic

ABM will lose sales trust immediately if you target accounts that should not be touched. Suppress customers unless you are running expansion ABM. Suppress late-stage opportunities…

Select and Configure the ABM Technology Platform

The platform amplifies what you already have. If your CRM is clean, your ICP is defined, and your sales team is aligned, the platform accelerates everything. If any of those…

Assemble the Supporting ABM Tool Stack

The ABM platform is the orchestration layer, but the execution happens across a constellation of specialized tools. Each tool should integrate with your CRM and your ABM platform.…

Establish ABM Baselines Before Launching Plays

Demandbase explicitly argues that if you want to measure effectiveness of ABM and GTM initiatives, you must establish a baseline before you initiate new programs, otherwise you…

Build Account Research Dossiers with Falsifiable Pain Hypotheses

The dossier is the foundation of every 1:1 ABM campaign. Without it, personalization is cosmetic: swapping a company name into a template. With it, personalization is strategic:…

Identify Trigger Events and Define Trigger Plays

A trigger event is an organizational change that creates a window of urgency for your solution. Reaching an account during a trigger window increases response rates 3-5x versus…

Map the Competitive Landscape Per Account

Generic competitive positioning is for pricing pages. ABM requires account-specific competitive intelligence that tells your SDR exactly which incumbent they are displacing, why…

Create Persona Messaging Maps Tied to Account Hypotheses

Gong's cold email guidance emphasizes that effective outreach is not about you and that you should take time to personalize and learn about prospects. Convert that into a…

Build Personalized Landing Pages and Content Hubs

A personalized landing page converts the "we did our homework" signal into a tangible experience. Snowflake's Mutiny case describes 1:1 website personalization where landing pages…

Produce Personalized Videos, Custom ROI Models, and One-Pagers

Personalized video is the highest-engagement asset in the ABM toolkit. A 60-second video from an AE that references the account's specific business context, uses their company…

Design Direct Mail and Dimensional Mail Packages

Direct mail works in ABM because it occupies a channel that 99% of your competitors ignore. In a world of overflowing inboxes and ad blindness, a physical package on a desk gets…

Build Account-Specific Outreach Messaging

Every message in an ABM campaign must answer one question from the recipient's perspective: how do you know this is relevant to me specifically? If the message could have been…

Launch Account-Targeted Display Advertising

Display advertising in ABM serves a different purpose than in demand gen. You are not trying to generate clicks. You are trying to create awareness and familiarity so that when…

Execute LinkedIn Advertising and Organic Engagement

LinkedIn is the most reliable ABM channel for B2B because you can engage decision-makers publicly before you ever ask for a meeting. The organic and paid motions reinforce each…

Design Multi-Touch SDR/BDR Outreach Cadences

The cadence is the execution engine that turns research and content into conversations. Each tier requires a different cadence structure that matches the personalization depth and…

Write Voicemail and Call Scripts for ABM Outreach

Phone calls in ABM are not cold calls. They are warm outreach to contacts at accounts that have been primed with advertising, email, and LinkedIn engagement. The call script…

Configure Automated Nurture Sequences for Tier 3

Tier 3 is where ABM meets marketing automation. The goal is to keep 200-1,500 accounts aware of your brand and warm to your message without consuming SDR time. SDRs engage only…

Build the 12-Week ABM Campaign Sprint Runbook

6sense defines ABM campaigns as time-bound initiatives, which supports using a 12-week sprint with defined deliverables and metrics. Add stage gates: do not scale paid if landing…

Orchestrate Cross-Channel Timing and Sequencing

The difference between ABM and multi-channel spam is orchestration. Each touchpoint should build on the previous one, and the sequence should create a narrative arc that moves the…

Establish Joint Account Planning Between Marketing and Sales

ABM fails when marketing builds campaigns and throws them over the wall to sales. It succeeds when marketing and sales sit in the same room, agree on which accounts to pursue,…

Define the Marketing-to-Sales Handoff Criteria and SLA Enforcement

The handoff is where most ABM programs lose momentum. Marketing declares the account "engaged" based on ad clicks and email opens. Sales looks at the same account and sees no…

Design the AE Warm Engagement Playbook and Working Session Format

The AE's first touchpoint with an ABM account is not a cold outreach. It is a continuation of a conversation that marketing and SDRs have been building for weeks. The AE must…

Implement Account-Level Meeting Prep Kits

Every meeting with a Tier 1 or Tier 2 account should be preceded by a 10-minute review of a meeting prep kit. The kit eliminates the most common meeting failure mode: an AE…

Create SDR-to-AE Handoff Workflow

The handoff from SDR to AE is a moment of truth for the prospect's experience. A clumsy handoff signals that your company does not communicate internally, which undermines…

Run Weekly ABM Pipeline Review Meetings

The weekly review is the operating rhythm that keeps ABM accountable. Without it, campaigns run on autopilot, stalled accounts are ignored, and the feedback loop between marketing…

Build the Account Engagement Scoring Model

The account engagement score is the single most important metric in your ABM program. It replaces MQL counts with a composite indicator of whether the buying committee at a target…

Track Buying Committee Coverage and Multi-Threading Metrics

An account where only one contact is engaged is not an ABM success. It is a single-threaded deal at risk. 78% of sales reps remain single-threaded, yet multi-threaded deals…

Implement ABM Pipeline Attribution Model

ABM attribution is harder than demand gen attribution because ABM operates across multiple channels, multiple contacts, and extended timelines. Salesforce Campaign Influence…

Calculate ABM Program ROI with a Tiered Model

The ROI formula for ABM: (Revenue from ABM accounts - Total ABM investment) / Total ABM investment x 100. Demandbase publishes ABM ROI guidance and emphasizes the need to measure…

Build ABM Dashboards and Reporting Cadence

Demandbase emphasizes ABM metrics are different from demand gen metrics and that leads and opportunities alone are insufficient, supporting the need for account-based reporting.…

Run Controlled Experiments with Holdouts

Baselines are essential for measuring change, and Demandbase explicitly emphasizes baselines as the starting point for measuring ABM effectiveness. Use that to design experiments.…

Run the ABM Sprint Retrospective and Update Systems

The retrospective is the learning engine of the ABM program. ABM metrics guidance emphasizes measuring engagement depth and revenue outcomes, which implies you must learn from…

Optimize Account List and Tier Assignments Quarterly

A static account list decays at roughly 20% per quarter. Contacts change jobs, companies shift priorities, intent signals fade, and new accounts enter the market. ABM performance…