Account-Based Marketing (ABM) Playbook

Prompt

Build an Account-Based Marketing (ABM) playbook for [COMPANY NAME] targeting [TARGET ACCOUNT TIER].

Context:
- Product/service: [DESCRIPTION]
- Target account profile: [INDUSTRY, SIZE, GEOGRAPHY, TECH STACK]
- Number of target accounts: [TIER 1: X / TIER 2: Y / TIER 3: Z]
- Sales team size: [NUMBER OF AEs]
- Marketing budget for ABM: [AMOUNT]
- Current tech stack: [CRM / MAP / INTENT DATA / ABM PLATFORM]
- Sales cycle length: [DURATION]

Build the ABM playbook:

1. **Account Selection Criteria** — How to build and prioritize the target account list. Scoring model using firmographic, technographic, and intent signals.

2. **ABM Tier Strategy**
   - Tier 1 (1:1): Fully custom plays for top 10-20 accounts
   - Tier 2 (1:few): Industry or persona-clustered plays
   - Tier 3 (1:many): Scaled digital programs

3. **Account Research Framework** — What to research for each Tier 1 account before outreach: business initiatives, tech stack, recent news, contacts to engage.

4. **Multi-Channel Orchestration** — Coordinated sequence of: content, ads, direct mail, LinkedIn engagement, events, and SDR outreach. Week-by-week for a Tier 1 account play.

5. **Personalization Templates** — Tier 1 outreach email with [ACCOUNT NAME], [PAIN POINT], and [PERSONALIZED INSIGHT] variables.

6. **Sales and Marketing Alignment** — How SDR, AE, and Marketing hand off accounts. Weekly sync agenda.

7. **Measurement Framework** — ABM metrics: account engagement score, pipeline coverage ratio, and deal velocity vs. non-ABM accounts.