Account-Based Marketing Playbook

End-to-end ABM campaign framework — account selection, multi-channel orchestration, personalization tiers, and measurement.

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Account-Based Marketing Playbook

When to Use

Use when planning and executing targeted campaigns for high-value accounts.

ABM Tiers

Tier 1: 1-to-1 (Top 10 accounts)

Fully customized content and messaging
Dedicated SDR per account
Custom landing pages
Executive-level outreach

Tier 2: 1-to-Few (50-100 accounts)

Segment-specific messaging
Personalized email sequences
Targeted LinkedIn campaigns
Industry-specific content

Tier 3: 1-to-Many (500+ accounts)

Programmatic personalization
Automated sequences with dynamic fields
Broad targeting with ICP filters

Campaign Orchestration

Week	Channel	Action
1	LinkedIn	Profile views + content engagement
1	Email	Intro email with personalized hook
2	LinkedIn	Connection request
2	Email	Follow-up with case study
3	LinkedIn	Value-add message
3	Email	Social proof email
4	Phone	SDR call (warm)
4	Email	Meeting request

Measurement

Account engagement score
Pipeline generated per account
Deal velocity vs. non-ABM
Content consumption by account

Tech Stack